“As you can see, I have an arrow with diamonds on it,” said Cooper Koch, gesturing to the delicate brooch on his lapel — Boucheron’s $22,800 18-karat white gold and diamond-encrusted creation. “It represents shooting for the stars and never giving up,” he added with a pause. “Right?”
It’s a sentiment in sync with the French jeweler’s new campaign: “Aim Forward.”
“Arrows going through my body. That’s the theme tonight,” smiled Charlotte Le Bon, sparkling in the same collection. The Canadian actress and director chose the $31,700 Flèche hoop earrings and $14,600 pendant, styled by Jonathan Huguet in a Jacquemus look.
Her earliest memory with Boucheron? A proposal. “I proposed to a man, probably 15 years ago, and it was a Boucheron ring. So I went to Place Vendôme in Paris, bought a Boucheron ring, went on my knees, proposed to him. He said, ‘yes’ — and then we didn’t get married for two years, and then we split up,” she laughed. “I really like the idea of getting on my knees for a man. I’ll do it again, and it’s gonna work out this time.”
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Flying in from Paris, where she’s been busy filming Quentin Dupieux’s upcoming “Full Phil” with Kristen Stewart and Woody Harrelson, Le Bon was beaming. “Today I’ve learned that my next movie as director is greenlit. So I’m shooting this spring.” She raised her martini glass, “Cheers!”
She was also looking forward to mingling with Boucheron’s creative director, Claire Choisne, as well as fellow actors Julianne Moore and Laura Dern. “But what can I ask them? They’re legends. What do you say to legends?”
Moore, Dern, Judith Light, Tracee Ellis Ross, Natasha Lyonne and others posed for photos throughout the Harvey House in Los Feliz, a John Lautner-design from the 1950s with sweeping city views. Jewelry collections were on display alongside archival pieces, including a butterfly brooch Elizabeth Taylor wore to the 1976 Oscars.
“L.A. is, of course, linked to Hollywood, but also to entrepreneurship,” said Boucheron’s chief executive officer Hélène Poulit‑Duquesne. “It’s a city with a lot of dreams, where you have people in tech companies investing, creating new things. It’s super energetic.”
The city, she added, mirrors the house’s DNA of creativity and innovation, which is deeply rooted in nature. Now owned by Kering, Boucheron has a storied U.S. history dating back to the 19th century. After launching in 1858, founder Frédéric Boucheron crafted pieces for America’s Gilded Age elite, opened a New York office in 1903 and exhibited the brand at major events, including the 1876 Philadelphia World’s Fair.
Throughout that time, Frédéric Boucheron was fascinated by the natural world — a passion Poulit‑Duquesne and Choisne continue today, visible in collections featuring feather motifs, fluid forms and other designs.
“We take back our energy in nature,” Poulit‑Duquesne went on. “I would have loved to be an artist. So I’m a businesswoman obsessed by creativity. And Claire is a creative person obsessed by business.”
The night was a showcase of that vision. And a welcome to L.A., since unveiling its West Coast flagship in June — a 5,296-square-foot space on Rodeo Drive in Beverly Hills.
“It’s to say, ‘We’re here. Boucheron is here. Hello,’” Poulit‑Duquesne said with a laugh.
Beverly Hills marks its third U.S. store, following openings in New York last year on Madison Avenue and Las Vegas at Fontainebleau. “We had the opportunity to open New York before L.A., but it’s really at the same level of priority for us,” Poulit‑Duquesne said.
As the evening went on, guests dined on a menu by chef Dave Beran, followed by a live performance from musician, songwriter and producer Nile Rodgers.
“Let’s party y’all. Let’s get loose,” Rodgers called out as everyone hit the dance floor to his 1978 hit “Le Freak.”
