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Boucheron Opens Beijing Flagship

By Pardhasaradhi Gonuguntla

Beijing, China – Reported by Elite Traveler, the Private Jet Lifestyle Magazine

French jeweler Boucheron has announced the opening of its latest flagship, a new boutique in Beijing’s prestigious Sparkle Roll Plaza.

Located in the central Chaoyang business district—where fellow luxury labels like DeWitt, Parmigiani and Richard Mille have also set up shop—the new 861-square-foot space features an inviting atmosphere that recalls Boucheron’s Place Vendôme boutique in Paris with rich wooden décor and an aubergine color palette.

The boutique will carry Boucheron’s high jewelry pieces, bridal collections (including lines like Ava and Eternelle Grace), as well as its most iconic collections, such as Ma Jolie and Bestiary. The house’s emblematic Reflet watches, a signature since 1946, are on display in a section devoted to timepieces.

Xiao Dong Zhao, COO and Deputy Chairman of Sparkle Roll Group Limited, noted, “As Sparkle Roll Group’s most important jewelry partner in China, Boucheron’s status is vital and irreplaceable. The cooperation of the two parties is enjoyable and even intimate. Therefore, I believe, with Sparkle Roll Group’s strong operational strength and the brand’s international status, Boucheron will have a bright future in China for sure!”


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