.vancleefarpels' latest exhibition at the Saudi National Museum reaffirms its commitment to demystifying the world of high jewelry.
The 280 pieces in the exhibition include some never-before-seen jewels, as well as loans from local collectors and items previously owned by Princess Faiza and Queen Nazli of Egypt. Over 90 archival documents, sketches and gouaché designs are a part of the exhibit, providing context on the process of creating the jewelry.
Bos said working with museums is critical for exhibitions of this scale. “Before we promote Van Cleef’s specific signature, we need to be part of the overall promotion of jewelry as a category. The connection between jewelry and art and culture was weak for a period. Now there is a larger presence of jewelry in museums than 15 years ago.”
Recruitment of skilled artisans has also been a challenge across the industry. “The fact that the category was not that well understood also made it difficult to find talent to work in the profession,” he added. During the exhibition, which will run through April 15, the museum will also host talks and workshops with key industry leaders from the Van Cleef-supported L’Ecole School of Jewelry Arts. “The educational programming will make for a valuable exchange of views and will enrich the way jewelry and our creations are perceived,” the CEO said.“It’s a very significant market, like the U.S., Europe and Asia,” he said. Within the Middle East, Saudi Arabia holds huge potential.
Bos said the market is ripe for more store openings. “The country is very ambitious and retail, trade and tourism are high on the list and those are very important for us.”, earlier reported a 10 percent increase in sales for the Middle East in the third quarter even as China remained challenged due to the COVID-19 related lockdowns late last year.
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