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Van Cleef & Arpels China Managing Director Lai Lai Hin
Foggy rainy April Jiangnan, Van Cleef & Arpels held a Frivole series of new conference in Hangzhou Fuchun Habitat. Spring flowers and brilliant three-dimensional flower jewelry each other, it is fascinating. Poster postings were also invited and talked to the fashion director of high-end jewelery at the Van Cleef & Arpels China Managing Director Lai Yixin.
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Van Cleef & Arpels Frivole series of new conference
Elegant and straight Lai Yoshinori day wearing a pink print dress, wearing Frivole and other series of Van Cleef & Arpels jewelry. She then explained: "I think jewelry is very fun, Frivole introduced many new mini-work, just mix and match with other styles of jewelry. " In a subsequent interview, she also further introduced to the compilation of Frivole Mini models Introduced the reason and the way to wear.
When it comes to why Van Cleef & Arpels seldom cooperate with celebrities, Ms. Lai said: "We want to return to the owner of the jewelery, which is entirely your own. Your own imagination, dreams and needs Rather than the third person. "She also emphasized the idea of" after all, wearing jewelry, "for the first time to buy high-end jewelry, saying that it is best to choose one item that can be incorporated into everyday life it is good!
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Van Cleef & Arpels Frivole series of new conference
Posters Fashion Network: Frivole series was born in 2003, what is the reason for Van Cleef & Arpels in 2017 for its new creation?
Lai Lai Yan : Yes, Frivole is also Van Cleef & Arpels classic one of the series, after the introduction of this decade to now, we have gradually enriched Clover (Alhambra series), beads (Perlee series). The Frivole series has been around for more than a decade now. The family wants a series. The first is that it's concrete. (Because the Clovers and the Beads series are semi-abstract), we want to bring something to the consumers who like figurative works New things. We have a lot of jewelry series about flowers, such as Cosmos series, a few years ago, has added some new work. So later we found Frivole this series, there are but relatively few styles, in design and product can add more interpretation.
Secondly, we hope that through this series, we will present Van Cleef & Arpels jewelry in the historical heritage of the important crafts. In the past few series, because of the design of the relationship, not the effective display of the traditional process, as we would like to recommend a special mirror polishing techniques. Frivole has used many of the mirror polish processes in the past, so we think it is based on this extension that we can present another, different high-end jewelry process.
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Van Cleef & Arpels craft masters are making Frivole series of jewelry
Picture from the brand picture
Van Cleef & Arpels craft masters are making Frivole series of jewelry
Poster Fashion Network: Frivole new design is more simple, but also introduced many mini models. Apart from design considerations, do these adjustments also include price considerations to focus on broader and younger consumer segments?
Lai Lai Yan: Frivole more eye-catching is indeed a mini-jewelry series, it is more price-friendly, so many people who love Van Cleef & Arpels jewelry do not think it is unattainable. Of course, Frivole series of "mini" is not entirely out of price considerations, another consideration is to wear jewelry on the more free and interesting.
Because now wear jewelry, mix and match is a trend, rather than buy a large jewelry, just wear one, it is better to use a few pieces of mini jewelry mix and match. So it just makes the volume smaller and expects them to be paired with other jewelry and accessories. Therefore, we do multiple considerations in terms of price, trend and wearability. The launch of the mini version is not simply because of price.
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Van Cleef & Arpels Frivole series of new conference
Posters Fashion Network: Many jewelry brands will emphasize elegance, Van Cleef & Arpels elegance will always be related to the poetic. But in the East and the West, there is a big difference in understanding the word poetic. How does Van Cleef & Arpels interpret the interpretation of poetic and elegant?
Lai Lai Hin: Let me talk about the word "elegant". Indeed, many brands are emphasizing elegance, that Van Cleef & Arpels elegance What is the difference? Elegance is a state, a person's interpretation and the experience of another person. So, experience party is more important. Van Cleef & Arpels to interpret the elegant way is through a more figurative interpretation of the image.
For example, we say that flower gesture, in our understanding, the flower gesture itself is very elegant; we talked about butterflies, beautiful posture, dancing, magnificent colors. So you will find that Van Cleef & Arpels in the selection of these objects itself is synonymous with the elegant people generally known. So it's elegant through a more iconic link that you do not need to rely on too much imagination to understand. Another example is our ballet, fairy, they are recognized as "elegant." We first choose these elegant representatives, and then go to extend the interpretation.
The second is that we are in the shape of the image, you see our ballerina, her posture, hands and feet lines, it is difficult to use words to express, but for those who watch, the charming gesture is to be able to clearly understand.
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Van Cleef & Arpels Frivole series of new conference
Picture from the brand picture
Van Cleef & Arpels Frivole series of new conference
Poster Fashion Network: I observed an interesting phenomenon, Van Cleef & Arpels rarely cooperate with celebrities in recent years, mainly for what kind of consideration?
Lai to Yan: I think the jewelry itself is our protagonist. Jewelry itself is very rich in inspiration, meaning, technology, all kinds of stories and say, do not need to rely on another person to tell. Back to the jewelry itself is Van Cleef & Arpels always adhere to.
The second point, in fact, just returned to the "poetic" issue. "Poetics" is the imagination for us, and the link between the work and the owner is also imagination. You own this piece of work, and she owns this piece of jewelry, for your link is not the same. It's like making a different mix, the unique style presented is your own. So we hope to return to the owner of the jewelry, this link is completely your own. It's your own imagination, dreams, and needs, not the third person's face or words, or her status.
Van Cleef & Arpels philosophy is very simple, a person jewelry itself, one is the person who owns it, these two links are unique.
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Van Cleef & Arpels craft masters use the most exquisite techniques to make jewelry glow glow
Posters Fashion Network: Today, there are many fashion brands of luxury brands are also beginning to get involved in high-level jewelry market, compared with them, Van Cleef & Arpels in the traditional and crafts advantages such as obvious, what are the highlights in the field of creative design What?
Lai Lai Hin: You may have noticed, Van Cleef & Arpels jewelry inspiration has always come from our past. We have always learned from the centuries-old treasure of history and reinterpreted it. So we will not change our style of creation. Van Cleef & Arpels creation has always been nature, figurative, humane, from the imagination. These four are the only family and inspirational source of inspiration all the time. I believe now, ten, twenty, fifty years later.
Compared to other brands of jewelry, wearers are also based on their fashion DNA to choose from. There is no difference between the design of the jewelry and the competition among the people. In the end, people who return to the selection make links with their works to create greater resonance. So I think the design itself is good, everyone can choose their own style, but rather I think the achievements of a jewelry work, or can not leave the craft. You can have a good idea, but you have no ability to implement it. So for Van Cleef & Arpels, design is certainly very proud of, but more proud of our ability to achieve it.
Picture from the brand picture
Van Cleef & Arpels craft masters are making Frivole series of jewelry
Picture from the brand picture
Van Cleef & Arpels craft masters are making Frivole series of jewelry
Posters Fashion Network: The past 5 years, do you think China's high-end jewelry market what changes have taken place?
Lai Lai Yan: I think the high-end jewelry market, the evolution of the target group is very fast. Most people into the field of high-level jewelry first from the "stone" (referring to gemstones), such as a ring, she must see the main stone, a few more than a few karats of products will think it is high jewelry. But now, slowly you can appreciate the high jewelry is not only a matter of gems, it also includes the overall process, the content of the work, as well as the story behind the brand jewelry. Therefore, I think Chinese consumers have deepened their appreciation of the jewelery and no longer rely on the brand. Now the consumer criticism of the jewelry brand and the challenges have become higher, you have to say something. Second, due to the promotion of the media, consumers are now more dependent on obtaining information through their own channels.
I think Chinese consumers will spend more, dare to spend money, perhaps because they live in the moment. They buy luxury jewelry is to enjoy, and pay more attention to the actual match, not to pass on. These aspects may be different from those of luxury goods in the early years.
Picture from the brand picture
Van Cleef & Arpels craft masters use the most exquisite techniques to make jewelry glow glow
Poster Fashion Network: After Van Cleef & Arpels on the Chinese market will make what adjustments?
Lai Lai Yan: The first one, the physical store will not disappear. But we also do not have a quick shop, because Van Cleef & Arpels in the century-old history, there are only more than 100 stores in the world. We are very cautious about opening new stores and will not deliberately speed up the process of exploring new markets.
We started e-commerce a year and a half ago, and we have made it more diversified for sellers to buy Van Cleef & Arpels. Well, I think it is the best time to do e-commerce in China because most Chinese consumers have more or less the experience of e-commerce. So at this point, China, as Asia's first market for e-commerce, is going very fast.
In the early years, the Van Cleef & Arpels work in China will come out later than other countries. But now the policy is also open, the flow of logistics excellence, so for example our March 21 Frivole series is the global market. Therefore, we can fully accomplish the global integration in terms of time and get more protection in volume. I think these are very good leaps in the Chinese market, so that we can lay a better foundation for future growth.
Picture from the brand picture
Van Cleef & Arpels craft masters are making Frivole series of jewelry
Picture from the brand picture
Van Cleef & Arpels craft masters are making Frivole series of jewelry
Posters Fashion Network: As an elegant lady, jewelry means to you what? Can young girls provide a little advice for the first time to buy fine jewelry?
Lai Lai Hin: My request for jewelry is that it must be able to be worn, able to integrate into everyday life. For example, personally, wear a necklace to wear more than the earrings. I rarely wear bracelets bracelet when going to work, because playing a computer is very inconvenient, so I will consider the practicality in the daily jewelry matching. But on the other hand, I like the different combinations of jewels. I think jewelry is very fun, it is not out of reach. So jewelry is a part of me as a whole.
For the first time to buy high-level jewelry women, I think it is the same pick the most integrated into your daily life of a single product. For example, this ring, if you feel very uncomfortable wearing, always collide, then I suggest you do not start from this. Look for a piece of jewelry that you wear daily to peacefully live your life in the least. Because in the end people wear jewelry instead of jewelry.
Someone just asked me if the jewelry will wear out. Of course the jewelery will be worn, but if you often notice these details during wear, your behavior will not be elegant. May wish to start with the earrings or necklace, because they are the least likely to affect your daily routine. When you feel very comfortable wearing jewelry and nature, and then try more categories, a different match, will replace more fun.
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