With Boucheron’s new “Legacies” campaign being exclusive to the Middle East, the obvious thing to do was put the spotlight on some of the region’s fabulous women. And the maison created by Frederic Boucheron in 1858 has ensured the three they have carefully chosen to zero in on share its cherished values of empathy and generosity.
In the campaign that highlights the heritage of Boucheron, Nour Arida, Jessica Kahawaty and Saira Arshad speak of the values passed on to them, values that have helped them shape their own style. In turn, the go-getters, who are seen surrounded by their families or friends, want to continue passing the lessons on.
For the house that has never ceased to place women at the heart of its creations, model and influencer Nour Arida appears with her mother and daughter, Ayla. The Paris-based Lebanese stunner, who is signed with Elite Models Paris, and her dearest female companions are shot wearing pieces from the “Serpent Bohème” collection. These include the yellow gold two-finger “Serpent Bohème” multi-motif ring, set with round diamonds and the white gold “Serpent Bohème” multi-wear pendant earrings, also set with round diamonds. The “Serpent Bohème” 23 motifs necklace paved with diamonds, in yellow gold, makes an entrance too.
Dubai-based influencer, model, and law graduate Jessica Kahawaty is lensed with her mother. The duo, who recently launched Mama Rita, a homemade food delivery concept, are adorned with jewels from the “Plume de Paon” collection. The “Plume de Paon” earrings and ring, which are set in pink gold and feature a rose cut diamond and paved with additional diamonds are spotted on Jessica, who is also a humanitarian.
Meanwhile, hijabi travel and fashion reference Saira Arshad, aka Shazaira, is snapped with her friends for the campaign by the house that embodies excellence in jewellery, high jewellery and wathhmaking. The self-proclaimed nomad, who has ties to Canada and now lives in Dubai, and her buddies rock items from the “Quatre” and “Jack de Boucheron” collections.
Some of the must-have pieces include the “Jack de Boucheron” yellow gold single wrap bangle and the “Quatre Radiant Edition” yellow gold ring, paved with diamonds. Another standout yellow gold ring, the “Quatre Radiant Edition Openwork,” which is paved with diamonds, and the “Quatre White Edition” hoops, paved with diamonds on yellow gold, pink gold and white ceramic, also play a role.