Boucheron CEO Hélène Poulit-Duquesne reveals plans for brand’s 160th anniversary

Boucheron’s Hélène Poulit-Duquesne is one of the few female CEOs in high jewellery and luxury watch making. The Cartier alumnus, who joined Boucheron in 2015, has been a breath of fresh air for the brand which celebrates its 160th anniversary next year.

Poulit-Duquesne tells Vivian Chen about her vision, plans for China and how her perspective unlocks new opportunities.

How does being a female CEO give you a different perspective?

It gives me a different thinking which is as a female, I’m really keen on being sure that it’s going to be comfortable and whether it’s going to fit. With our creative director Claire Choisne, being a woman too, together we think about the woman who is going to wear the high jewellery pieces. Each time something is coming out at the atelier, we try to ensure that it’s going to be comfortable. We try everything for ourselves. More and more women are buying [high jewellery] for themselves. They don’t ask for the authorisation of their husbands to buy it.

Can you tell us about your everyday work since you joined the company as CEO?

I’m working on changing the management [style] every day. Half of my time at work is spent on explaining how I want things to happen. I am really collaborative. I want people to work as a team and to say to each other what they think.

What do you think about the Chinese luxury market?

Chinese clients are learning very fast. They are also very educated on [all things luxury] and very curious. Boucheron has a niche positioning [in China]. We have this chance because we are still small. So it’s an opportunity for us to be discovered as an “old” newcomer for we have 160 years of history.