IT’S ALL IN Les Petits Détails

Impeccably tailored, impressively tall, confident and refined, Henri Baguardjian has the makings of an intimidating presence. But the president of Van Cleef & Arpels’s U.S. group is a down-to-earth guy who loves to munch on French fries, helps clear dirty dishes, and is very, very funny. When he tells a story, you put down your (excellent French) wine, swallow quickly, and try not to choke while you’re cracking up. Don’t let the humor fool you. This is one sharp guy who’s thoroughly versed in the vicissitudes of the luxury market. Baguardjian’s astute observations of that market’s changes, along with vice president Paula K. Petersen’s unexpected marketing strategies and Guy Bedarida’s design sense, are the forces behind the 92-year-old Paris jeweler’s first foray into the global wholesale market. “Our plan is to target affluent new customers with a fresh, mode
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