A world of jewellery wonder: The elegant boutique is the brand’s first permanent retail space in Hainan

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CHINA. Van Cleef & Arpels, the Richemont Group-owned luxury jewellery house, has partnered with China Duty Free Group (CDFG) to open a new flagship store at the Sanya International Duty Free Shopping Complex in Haitang Bay.

The boutique, which opened on 15 December, follows the launch of the French brand’s ‘Lucky Alhambra’ pop-up store in the same location.

As reported, the pop-up, which commands attention in the rear square of the complex, was launched in August 2021 and will run until March 2022.

The opening marks a new chapter in the cooperation between the two companies and a deepening of CDFG’s cooperation with brands in the luxury sector, the retailer said.

The elegant store, the brand’s first with CDFG in Hainan, offers a spacious but intimate shopping experience that puts the Maison’s watchmaking and jewellery excellence in the spotlight.

An ode to Art Deco: A Murano glass chandelier hangs above the curved boutique 

It features strong Art Deco design elements, with a striking Murano glass chandelier as one of the focal points. The chandelier’s curved lines are mirrored in the store’s layout and display cases which showcase Van Cleef & Arpels’ timepieces and fine jewellery creations. Gold leaves and floral motifs feature heavily on the hand-painted wallpaper crafted by French interior design firm Maison De Gournay, which adds warmth to the luxury space.

The main salon is gilded with ‘Claire Voie’ (a traditional style of French latticework panels) which reference the jewellery house’s roots.

One of the store’s key features is a bridal salon where customers can explore the house’s luxury wedding collections in a more private setting. The salon pays tribute to the love story of Estelle Arpels, the daughter of a precious stone dealer, and Alfred Van Cleef, the son of a lapidary – whose marriage sparked the beginning of the renowned jewellery house. The exclusive salon is decorated in warm, muted hues with a ceramic art deco wall installation inspired by a Van Cleef & Arpels minaudière design from 1924.

The bridal salon is a tribute to the love story of Van Cleef & Arpels founders, Estelle Arpels and Alfred Van Cleef

Outlining the context of the opening, CDFG pointed out that Hainan’s offshore duty free business has helped Sanya to become one of the most popular travel destinations for tourists.

Apart from attracting visitors, the Sanya store has also introduced many international luxury brands in recent times, CDFG stated.

As the world’s leading duty free retailer [Source: Moodie Davitt Report Top 25 Travel Retailers ranking], CDFG said that with the strong support of its parent company, China Tourism Group, it has continuously consolidated its five major capabilities in procurement, operations, channel expansion, digitalisation and marketing, to strengthen service quality and expand market share in Sanya and in Hainan travel retail.

The Burcu & Geoffrey-designed Lucky Alhambra pop-up store (pictured above) opened in August 2021 and will run until March at the rear square of the CDF Mall

CDFG said that it had seized the opportunity offered by Hainan’s enhanced offshore duty free shopping policy to improve the quality and range of its consumer services. It has achieved this by rapidly expanding retail space; adding new category speciality stores; boosting the number of pick-up points; launching a range of promotional activities; and developing a successful home-delivery programme.

The retailer said that it has established strong relationships with over 1,000 well-known brands around the world to expand the brand range and develop product categories. This has seen an acceleration of boutique brand development. In the future, CDFG pledged to continue strengthening communication with global brands and industry partners.

The elegant flagship shines a light on the watchmaking and fine-jewellery heritage of Van Cleef & Arpels and underscores CDFG’s luxury boutique brand development in Hainan

Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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