Van Cleef Focuses on Next Generation

By Carrie Soucy, Senior Editor -- JCK Online, 1/1/2002 2:00:00 AM

The near century-old Van Cleef & Arpels retail firm, a relatively recent addition to the Richemont chain, is continuing its effort to modernize itself through marketing and jewelry design.

For the fall, the firm updated its signature collection—Alhambra—with a new interpretation that is simple and contemporary. The original collection, launched 25 years ago in yellow gold and onyx, was renamed "Alhambra Vintage." Both are based on the quatrefoil—or clover—motif.

The new collection features 18k yellow or white gold quatrefoil designs with white or gray mother-of-pearl or pavé diamonds. It includes rings, ear clips, ear studs, pendants, bracelets, two lengths of necklaces, and a belt.

Priced from under $1,000, the collection is accessible and follows recent attempts by the legendary house to extend the brand. The new Alhambra line—far from the company's famed over-the-top mystery-setting pieces—is designed to appeal to "a new generation of loyal Van Cleef & Arpels" clients, the company said in a statement.