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Jewelry

With latest bridal campaign, Boucheron plays matchmaker

February 11, 2025

Image courtesy of Boucheron The company is spotlighting its new selection of wedding rings, bands, necklaces, pendants and chokers. Image courtesy of Boucheron

 

By Zach James

French jeweler Boucheron is celebrating eternal unions with its latest release.

The company is renewing its annual Because of Love campaign, with the advertisements now showcasing its 2025 Bridal collection. Released on Feb. 10, the initiative features new iterations on several of the brand’s signature jewelry designs.

Intimate connections
Romantic partners are at the core of the promotional initiative, unveiled just in time for Valentine’s Day.

In the imagery and short film, titled “Suspended Moments,” a man and woman are shown embracing, each sporting pieces from the maison’s 2025 Bridal collection.

 

View this post on Instagram

 

A post shared by Boucheron (@boucheron)

Rings, bands and various necklaces are showcased in the stills, which look to capture the small moments in between conversations when no words are spoken, but much is said between the two eternally connected individuals.

Shots of the six new pieces also show the jewelry meeting their match. The Pivoine, Quatre, Godron and Serpent Bohème lines each receive updates with the collection.

Pivoine, which features a metallic floral motif, is showcased with new rings and pendants, while Godron sees a new double wedding band. Meanwhile, Quatre receives multiple bespoke engagement rings, earrings and a necklace; Serpent Bohème’s new necklace harkens back to vintage wraparound neck pieces and is forged from white gold.

The collection is available now in-store and on the maison’s website. Image courtesy of Boucheron The collection is available now in-store and on the maison’s website. Image courtesy of Boucheron

“Because of Love“ has existed for several years, with the 2023 edition starring Polish model Anja Rubik, while the 2024 version was reformatted under the slightly different title “We Are One, Because Of Love,” focusing on matching men’s and women’s engagement ring styles.

For 2025, the brand is taking a different approach, with the campaign’s motto switching to “Unque together, Because of Love,” in reference to the updates to Boucheron’s signature product lines and varied jewelry styles present in the new collection.

Investing in tomorrow
Young models star alongside the pieces in the new campaign, as Boucheron is likely targeting a more youthful demographic with the initiative.

With the millionaire population set to more than double by 2027 (see story), driven by millennials and Gen Zers growing into their purchasing potential – as well as growth in the Chinese market – the campaign could hit home with a surging consumer group.

The Valentine’s Day release could help the campaign reach a key group of young high-end spenders. Image courtesy of Boucheron The Valentine’s Day release could help the campaign reach a key group of young high-end spenders. Image courtesy of Boucheron

While luxury spending among young high-net-worth individuals has cooled globally in recent months (see story), the jewelry market, especially bridal collections, has the potential to skirt market trends, as romance is always in demand.

In late 2023, diamond company De Beers found that in China, the demand for bejeweled pieces was highest among millennials due to engagements. While the number of marriage registrations has halved from its all-time peak in the country, other major life milestones have continued to bolster the market abroad thanks to younger crowds (see story).

Boucheron is appealing to this demographic with sustainability as well, with each piece featuring 100 percent traceable diamonds. A recent study from Positive Luxury found that jewelry brands that embed environmentally friendly values into their business see sizeable bumps in their revenue growth rates (see story).

 
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