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
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
