A Myth Wrought in Jewels: Van Cleef & Arpels Brings Treasure Island to Life in Thailand

"...After casting a spell on Miami’s fashion scene late last year, Van Cleef & Arpels “Treasure Island” high jewellery collection set sail once more, this time dropping anchor on the sun-drenched shores of Phuket. Known as the “Pearl of the Andaman”, the Thai island offered an idyllic stage upon which the maison’s oceanic fantasies could unfold in spectacular fashion...."

“This collection is one we truly brought to life,” said Dorothée Henrio, Managing Director of Van Cleef & Arpels Southeast Asia, during an intimate conversation. “Phuket, surrounded by crystal-clear waters, lush nature, and a vivid palette of colours. It’s the ideal setting to embody the essence of this collection. I even remarked to the communications team that it felt as if we had created a new island, although, of course, it was already here. Who knows, perhaps some pirates may even emerge from it!”

Storytelling, after all, is woven into the very DNA of Van Cleef & Arpels. In this instance, the maison draws upon Robert Louis Stevenson’s beloved literary classic, an epic tale of youth, adventure, and treasure-laden quests. The narrative is elegantly segmented into three chapters: “Adventure at Sea”, “Exploring the Island”, and “Treasure Hunt,” each brought to life in a stunning hilltop villa overlooking the ocean, transformed into a dreamscape of discovery.

While some of the collection’s most coveted pieces were swiftly acquired following the Miami debut, many breathtaking creations remained on view, poised to enchant anew. The first chapter spotlighted a whimsical cast of pirate brooches, dazzling in their detail. Sculpted in wax, then cast using the lost-wax technique, each piece exudes meticulous artistry. “Pirate David”, rendered in three hues of 18k gold and set with pink sapphires and diamonds, conjures swashbuckling charm, while “Pirate Jim”, peering through a golden spyglass, dazzles in rubies, black lacquer, and diamonds, each brought to life with irrepressible character.

From there, guests were drawn into a tropical reverie in “Exploring the Island”, where nature’s abundance inspired some of the maison’s most evocative creations. Chief among them was the “Palmeraie Merveilleuse” necklace, a breathtaking composition of yellow and white gold, its palm-leaf motifs arching gracefully to cradle the neck. At its centre, a 47.93-carat oval-cut emerald glowed with rich green intensity, nestled in a pendant that doubles as a brooch. No less beguiling was the “Coquilles Mystérieuses” bracelet, which evokes the whimsy of the Rococo era with its delicate seashell motifs, a lyrical blend of white and pink gold, rubies, and diamonds, showcasing the storied Mystery Set technique in all its splendour.

“We aim to share the culture of jewellery, the depth of our savoir-faire, and the passion behind each piece. Some creations in the “Treasure Island” collection, for example, required 200 to 300 hours of craftsmanship. Sourcing the exceptional stones also takes considerable time and expertise. Rather than marketing through mass appeal, we choose to communicate through authenticity, artistry, and the timeless values at the heart of Van Cleef & Arpels.” In the final room, the narrative turned joyfully playful. Rings in luminous gold, set with gemstones like sugared bonbons, shimmered in every colour, beckoning modern treasure hunters with their radiant charm.

But the experience extended far beyond the jewellery itself. Attending press were invited to delve deeper into the maison’s heritage through a captivating lecture by L’ÉCOLE, the School of Jewellery Arts, offering rare insights into the cultural history of jewellery as humanity’s “precious treasure”. The discussion traced the evolution of the jewel box, from ancient vessels to objets d’art, revealing a trove of knowledge that only L’ÉCOLE’s connoisseurs.

“We don’t rely on conventional marketing. For us, it’s about creating connections through authentic values,” said Henrio. “Transmission is also a vital aspect of who we are. I’m not sure if you’ve visited L’ÉCOLE, but this is something very dear to us, passing on our savoir-faire and knowledge of stones. That’s why Van Cleef & Arpels created L’ÉCOLE, the School of Jewellery Arts, in Paris and Hong Kong, in partnership, to educate and inspire. We’re also active elsewhere in the region. For example, at Raffles in Singapore, we hold exhibitions two to three times a year and invite schools to discover what our jewellery represents and the rich cultural heritage behind it.”

As the sun dipped into the horizon, gilding the sea in hues of fire and gold, a long candlelit table stretched along the beach, ready to welcome over a hundred guests for a French-inspired culinary affair. Models adorned in “Treasure Island” creations and other high jewellery masterpieces emerged like sea nymphs at twilight, each step a shimmering ode to craftsmanship. The evening concluded with an exuberant performance by Canadian actors-turned-pirates, ushering guests into a jubilant after-party beneath a sky ablaze with fireworks, a poetic finale to an unforgettable journey.

To witness a Van Cleef & Arpels creation is to glimpse a world unlike any other. Their stories aren’t just told, they’re lived, felt, and carried forward through time. “We believe that our creations are not made for everyone, and I say that with sincerity and respect,” Henrio concluded. “The Maison is anchored in heritage and craftsmanship, and we express that through meaningful design rather than celebrity-driven marketing campaigns. We prefer to focus on storytelling, through the press, through artistic inspiration, and most importantly, through our creations… If you know, you know.”