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"Better a diamond with a flaw than a pebble without." - Confucius

LV – this logo is recognized not only by fans of expensive leather bags, Louis Vuitton is one of the world’s most valuable and well-known (and possibly most often counterfeited) luxury brands.  The company’s unparallel brilliance which has prevailed since 1854 was expanded to a new field; the jewellery and watch line was allocated a separate store on Place Vendôme. The latest boutique is situated next to the LV Atelier (workshop), a few steps from the brand’s first store which opened on Rue Neuve-des-Capucines in 1854.

Peter Marino, who designed numerous stores for the brand, fitted the elegant boutique with rosewood and leather furnishings thus giving a stately frame to the jewellery on display. Jewellery designer Lorenz Bäumer created the Louis Vuitton Fine Jewellery collection, including the Escale á Paris L’Ame du Voyage which was also showcased. The designer is also the proud owner of his own brand (his salon can be found on Place Vendôme too), and he has designed for other global brands as well.

The management of Louis Vuitton: Jordi Constans – LV CEO, Antoine Arnault – Head of Communications (son of Bernard Arnault, who is the LVMH Group’s CEO), and Yves Carcelle (Chairman and Chief Executive Officer of Louis Vuitton Malletier) proudly showcased the new LV shrine to their prominent guests.

Numerous international celebrities attended the opening, including Catherine Deneuve, Sofia Coppola, Kirsten Dunst, and many models and representatives of the press, among them Suzy Menkes, Emmanuelle Alt, Anna Dello Russo, and NataliaVodanova.

It is quite a challenge to acquire a coveted store space on Place Vendôme in Paris, Hamdi Chatti, Vice President of Fine Jewellery and Watches is reported to have said: “If you miss it, you have to wait 10 years, so we decided to go for it.” (Source: Wall Street Journal magazine).

Although this famous square has offered plenty of splendour thus far, as of this summer, the selection of fine goods targeting jewellery aficionados has expanded with a new location under Place Vendôme no. 23.