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Boucheron’s New Campaign Celebrates Its ‘Question Mark’ Necklaces
The campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
The campaign honors the legacy of its “Question Mark” necklace style through four variations of the style. Seen here is the “Eternity Question Mark” necklace featuring a 10.13-carat pear-cut diamond.
Paris—Boucheron launched a new campaign last week highlighting a high jewelry necklace style its founder, Frédéric Boucheron, invented in 1879.
The “Question Mark” campaign, named after the style of high jewelry necklace, showcases four modern versions—“Eternity Question Mark,” “Goutte Question Mark,” “Lierre de Paris Question Mark,” and “Plume de Paon Question Mark.”
Boucheron first designed the Question Mark necklace at a time when jewelry and outfits still restricted women’s bodies, said the jeweler.
This necklace featured a clasp-less design, symbolizing no constraints and giving its wearer the freedom to accessorize by slipping the piece around the neck with one movement rather than needing another person’s help to put it on.
Its asymmetrical shape, which was unusual for the time, is what inspired its name of “Point d’Interrogation,” which translates from French to question mark.
The design became a rare creation and symbolic of a high jewelry feature that was ahead of its time as it was honored with the Grand Prix at the 1889 World’s Fair, according to a Boucheron Instagram post.
The “Question Mark” campaign, named after the style of high jewelry necklace, showcases four modern versions—“Eternity Question Mark,” “Goutte Question Mark,” “Lierre de Paris Question Mark,” and “Plume de Paon Question Mark.”
Boucheron first designed the Question Mark necklace at a time when jewelry and outfits still restricted women’s bodies, said the jeweler.
This necklace featured a clasp-less design, symbolizing no constraints and giving its wearer the freedom to accessorize by slipping the piece around the neck with one movement rather than needing another person’s help to put it on.
Its asymmetrical shape, which was unusual for the time, is what inspired its name of “Point d’Interrogation,” which translates from French to question mark.
The design became a rare creation and symbolic of a high jewelry feature that was ahead of its time as it was honored with the Grand Prix at the 1889 World’s Fair, according to a Boucheron Instagram post.
The first version of the “Plume de Paon Question Mark” necklace debuted in 1883. Modern versions of a feather motif in this style, as seen here, continue today with rose-cut diamonds and an oval-cut emerald.
Boucheron’s “Lierre de Paris Question Mark” necklace
After the style was first designed, it went into its first production period from 1881 to 1893 with designs that looked to florals, plants, animals, and figural motifs, according to Boucheron's website.
Once the jeweler’s current creative director, Claire Choisne, joined the company in 2011, she began reinterpreting the Question Mark designs through a contemporary lens.
More than 140 years have passed since the Question Mark necklace was first designed and it continues to be symbolic of Boucheron’s style, it said.
The Question Mark campaign debuted on Aug. 19 and can be seen on Boucheron’s social media.
Boucheron also launched its 2026 high jewelry collection, “Human Being,” early this year.
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