Unwrap the Magic: A Gift of Timeless Elegance

Van Cleef & Arpels’ 120th Anniversary

Facing the unique challenge of heritage management in the luxury sector, Van Cleef & Arpels (VC&A) marks its 120th anniversary by targeting the influential young consumer demographic to boost its brand buzz and awareness. This study assesses a dual-product launch strategy, integrating an exclusive jewelry capsule collection and an accessible pop-up book to engage younger audiences and create a sense of community. Through an immersive event that combines tradition with interactive experiences, the research aims to explore VC&A's ability to blend its legacy with innovation. The outcome looks to measure the impact on brand appeal and the nurturing of long-term relationships with a new generation, while also supporting jewelry-making education and craft preservation.