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.
Editors' Picks
Sponsored by
More on Majors
The Latest
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
