How Van Cleef & Arpels nurtures clients-to-be in China

Overview From November 1, 2024, to March 30, 2025, L’École China, School of Jewelry Arts will present the “Designing Jewels” exhibition in Shanghai with the support of Van Cleef & Arpels. Originating from a jewelry design research project initiated by L’École Paris in 2018 and showcased there in 2021, the exhibition explores jewelry design sketches as an art form. Celebrating the 60th anniversary of China-France diplomatic relations, it will also be a highlight of the 18th Festival Croisements, a series of cultural and artistic exchange events between China and France. A central feature of the exhibition are life-size design sketches, offering guests an immersive look into the jewelry design process. Visitors can also participate in workshops to learn and practice gouaché, a traditional sketching technique used in jewelry design. For those looking to enhance their skills, L’École provides specialized courses and additional creative workshops. Netizens’ reactions Since launching in Shanghai in August 2023, L’École has attracted attention from local jewelry enthusiasts interested in its educational programs, ranging from exhibitions to workshops. Open to all, the school has emerged as a go-to institution for both novices and collectors. On Xiaohongshu, the hashtag “L’École, School of Jewelry Arts” has garnered over 1.3 million views, reflecting a growing interest in jewelry education and artistry. Verdict Van Cleef & Arpels is strategically nurturing the next generation of high-jewelry clientele in China. By expanding L’École, School of Jewelry Arts in Shanghai, the brand not only demonstrates its extensive knowledge and expertise in jewelry but also fosters a deeper appreciation for the art form that goes beyond traditional brand storytelling or merely showcasing dazzling pieces. This approach creates lasting engagement through educational exhibitions rather than one-off events. The brand's latest “Designing Jewels” exhibition aligns with Van Cleef & Arpels’ broader strategy to position itself not only as a purveyor of luxury but also as a supporter of the arts. By showcasing jewelry drawings — relatively unknown to the general public but essential to the creation process — the brand engages a Chinese audience that values authenticity and depth in luxury products. This event caters to the growing demand in China for experiential and educational forms of luxury while reinforcing the brand’s commitment to cultural exchange and artistic heritage.

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How Van Cleef & Arpels nurtures clients-to-be in China