FinancialsJul 28, 2022
Boucheron, Pomellato Deliver ‘Very Solid’ Performances for Kering MajorsNov 17, 2022
Boucheron’s Magical Holiday Campaign Has Landed
“Boucheron Wonderland” showcases best-selling styles, high jewelry, and some familiar faces.
In its holiday campaign, Boucheron plays with scale to create a sense of fun. Pictured is brand ambassador Hannah Quinlivan, a Taiwanese Australian actress, alongside a classic Boucheron “Quatre” ring.
Paris—Boucheron is showing its holiday spirit with a new advertising campaign.
The French jewelry house began rolling out its holiday videos and photos on Nov. 10.
It stars best-selling jewelry styles from a plethora of collections, high jewelry pieces, watches, and some famous faces, with brand ambassadors Alexa Chung, Mila Al Zahrani, Hannah Quinlivan, Youn-Jung Go, and Rola featuring in the campaign.
According to the jewelry house, the shoot called “Boucheron Wonderland” was inspired by holiday festivities as seen through the eyes of a child.
To express a sense of magic, videos and images depict brand ambassadors playing the “glass harp,” also known as making music with water glasses.
The campaign also plays with scale. In some images, the ambassadors are miniaturized so they’re the same scale as Boucheron jewels or shown as if enlarged against a miniature city.
The French jewelry house began rolling out its holiday videos and photos on Nov. 10.
It stars best-selling jewelry styles from a plethora of collections, high jewelry pieces, watches, and some famous faces, with brand ambassadors Alexa Chung, Mila Al Zahrani, Hannah Quinlivan, Youn-Jung Go, and Rola featuring in the campaign.
Brand ambassador Alexa Chung
According to the jewelry house, the shoot called “Boucheron Wonderland” was inspired by holiday festivities as seen through the eyes of a child.
To express a sense of magic, videos and images depict brand ambassadors playing the “glass harp,” also known as making music with water glasses.
The campaign also plays with scale. In some images, the ambassadors are miniaturized so they’re the same scale as Boucheron jewels or shown as if enlarged against a miniature city.
One video (above) shows a Boucheron ring setting off a chain reaction in which a mix of cutlery and jewels continue to fall across an ornately set dinner table.
British television personality and former fashion designer Alexa Chung is pictured in pieces from the Quatre collection in the signature mixed metal color palette combining yellow, rose, and white gold, as well as white gold versions.
Saudi actress Mila Al Zahrani wears yellow gold and diamond jewels from the Serpente Boheme line, as well as white gold and diamond pieces the Quatre Radiant Edition collection.
Hannah Quinlivan, a Taiwanese Australian actress, wears white gold pieces from the Quatre line, plus some mixed metal styles.
South Korean model and actress Youn-Jung Go sports yellow gold and diamond styles from the Serpent Boheme collection, as well as mixed metal Quatre pieces.
Finally, Japanese model, TV personality, actress, and singer Rola, meanwhile, brings more color into the mix thanks to malachite pieces from the Serpent Boheme collection in addition to Quatre mixed metal jewels.
See the Boucheron Wonderland across the brand’s website and social media channels.
Related stories will be right here …
British television personality and former fashion designer Alexa Chung is pictured in pieces from the Quatre collection in the signature mixed metal color palette combining yellow, rose, and white gold, as well as white gold versions.
Saudi actress Mila Al Zahrani wears yellow gold and diamond jewels from the Serpente Boheme line, as well as white gold and diamond pieces the Quatre Radiant Edition collection.
Pictured is Saudi actress Mila Al Zahrani with pieces from the Quatre collection.
Hannah Quinlivan, a Taiwanese Australian actress, wears white gold pieces from the Quatre line, plus some mixed metal styles.
South Korean model and actress Youn-Jung Go sports yellow gold and diamond styles from the Serpent Boheme collection, as well as mixed metal Quatre pieces.
Finally, Japanese model, TV personality, actress, and singer Rola, meanwhile, brings more color into the mix thanks to malachite pieces from the Serpent Boheme collection in addition to Quatre mixed metal jewels.
Here, Chung plays the “glass harp,” a.k.a. water and wine glasses.
See the Boucheron Wonderland across the brand’s website and social media channels.
More on Majors
The Latest
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
