Chaumet opens first boutique in Italy

Historically present in Italy, where it has served a distinguished clientele for over two centuries, Chaumet had not yet established a boutique there. That has now changed. The storied French jewelry house, acquired by LVMH in 1999, inaugurated its first standalone store in the country this June. The 120-square-meter space is located at number 22 Via Condotti, nestled in the heart of Roman luxury near the famous Spanish Steps.

 
The jeweler has settled into a former palace. Delicate patterns adorn the walls of this building with vaulted ceilings and marble floors highlighted by mosaics. The interior design favors a refined, subdued atmosphere with light wood furniture, touches of gold metal, and hints of Chaumet blue. The boutique showcases the house’s iconic collections along with a selection of high jewelry pieces.

Founded in 1780, Chaumet has historical ties with Italy, particularly since 1804, when Napoleon commissioned goldsmith Marie-Étienne Nitot, the founder of the house, to create a tiara for Pope Pius VII. His designs captivated Joséphine de Beauharnais. Subsequently, Chaumet was appointed the official jeweler of the imperial couple and later of the royal couple of Italy, adorning much of the Italian aristocracy with its jewelry. Over the years, it provided pieces for figures such as Margherita of Savoy and Pauline Bonaparte, the Duchess of Galliera, and Marella Agnelli, the wife of the Fiat tycoon and a jet-set queen in the 1960s and 1970s.

Italy has especially become the foremost European market outside of France for the jeweler’s wholesale sales. Chaumet has an extensive network of partners in Rome, Florence, Milan, Bologna, and Venice. The opening of this directly managed boutique aligns with its strategy to connect more closely with its local clientele. The house also hopes to attract wealthy tourists from the United States, Europe, Asia, and the Middle East, who flock to the Eternal City.

Today, Chaumet, which recently gained recognition as the creator of the medals for the Paris Olympics, operates 87 boutiques, including six in Paris. Its flagship store at 12 Place Vendôme, completely renovated in 2020, leads the way, supplemented by its location on Rue François 1er and spaces in major department stores (Samaritaine, Bon Marché, Galeries Lafayette, and Printemps). The brand is also distributed through 90 multi-brand jewelry stores, including seven franchises. Its leading market is China, followed by Japan and the Middle East.