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The symbol of Van Cleef & Arpels is fairy-dragonfly appeared in 1936. Pierre Arpels, the nephew Charles Arpels, as his uncle, was passionate fan of ballet. Since childhood he got under the magic of Diaghilev's “Russian seasons” in Paris, and magic of uniting symbolism and Russian classical school of ballet became the standard for many collections Van Cleef & Arpels. In 1960 in the salon on 5th Avenue came in strange excited man. He required the meeting with the head of the House and scared administrator. Pierre Arpels took the visitor with anxiety. He was very amazed when it appeared that the visitor was George Balanchin. Staring on the showcase of the shop he invented the theme for new ballet and wanted to suggest the jeweler to participate in the project. The suggestion was accepted, and in 1967 was the premiere of the ballet “Jeweleries”, consisted from three scenes: “Emerald” (by Fore's music), “Ruby” (by Stravinsky music) and “Diamond” ( by Tchaikovsky music). At the same time new jewelery collection appeared “Ballet”.
It let Van Cleef & Arpels to get wider range of buyers, then cream of the highest aristocracy and richest men of the planet. Style and technique of numeral decorations of the House became easier (and the price became accessible), what considering simplicity at the beginning of VC&A, looked natural dialectic development of marketing politics. Flowers with petals in the form of shamrock in decoration of Frivole and quatrefoil in series Alhambra became samples for endless numeral of variations. Flowers, butterflies and dragonflies settled showcases on Vandom's square.
In 1976, another miracle happened. The world saw “jewelery” perfumes. Aroma of jeweleries, embodied by Pierre Arpels in perfume “First” started perfume line Van Cleef & Arpels. |
