Cartier: A Story of Elegance And Identity.

Today Cartier is a symbol of elegance,  beauty, and grace.. Their jewellery is beloved by one and all and is by far one of the most sought after luxury jewellery brands in the world. Cartier’s journey began way back  in 1847 in Paris by the jeweller Louis-François Cartier.  In 1899 handed over the business to his three sons who then took the legacy forward and paved its path to what Cartier is today. It was them who put Cartier on the map and made it an International sensation and revolutionised the jewellery of the twentieth century.

Just a few years after its inception, the Maison gained quite a few partisans amongst the upper classes of society. Their creation of historical jewellery pieces and the famous recreation of “the garland style”-similar to those seen on Marie Antoinette, made Cartier stand out in a sea of jewellery designers and their fine craftsmen is what established their place amongst the highest of society’s layers. One of the things that set Cartier apart was their use of South African diamonds in their jewellery. They experimented with unconventional creations and dared to be different and soon Cartier was a favourite name amongst in the crowned heads of Europe. Cartier was named the “King of Jewellers, Jeweller of Kings” for their creative and fine artisanship by King of England Edward VII. In the early Twentieth Century they received several royal patents and gained fame as one of the most prestigious and demanded brands in the world.

Louis Cartier was inspired by Art Decó and he created a new language with his jewellery. His work broke the conservative designs that had been flooding the houses of the rich and created an identity that would define Cartier for several years to come. One such way of establishing this legacy was opening its iconic flagship store on #13 Rue de la Paix, Paris.

Their fascination with research and innovation made them the first to associate diamonds and platinum together, which today, is the most celebrated combination. Cartier also began to be inspired by nature, animals, and flowers, which later became key motif designs of this French Maison.

The brand soon turned its attention to watches and many designs have gone on to become modern-day icons such as the Santos (1904), which was one of their first wristwatches, the Tortue (1912) and the Tank (1919).  The Tank watch was symbolic of of the tanks that liberated Paris City in the First World War and was fused with the famous panther brooch.

After Louis Cartier’s death in 1948, the brand continued to live through his pieces which became synonym with style, luxury, and sophistication. Cartier is proof that not everything in this world is machinism and mass-consumption.  All of their piece come with a sense of admiration and an implication of status symbol. Today, more than jewellery pieces, they are considered works of art that women (and men) all of the world collect. From the world of cinema to the royal world, each famous and powerful woman had become soon become a Cartier woman.

 One thing that makes Cartier pieces so unique is their timelessness in everyday jewellery that allow them to be iconic.From its Love Bracelet to Juste un Clou, these powerful yet simplistic aesthetics create a piece that you can wear everyday. Their motto is that everyday is special, and the ordinary becomes precious.

In addition to their simple pieces, they are known for taking risks and creating pieces that make you stand out in a crowd. This is because their search for perfect goes beyond what meets the eye. Everything boils down to the stone of choice and each design is created around the stone and not the other way round. The designs are created to bring out the aura of the stone and to embrace its beauty using the most precious of metals.

Today, Cartier is present in over 60 countries and more than 200 boutiques. One of their most timeless collections by far has been the LOVE collection. The LOVE collection is inspired by the 70s New Yorker. Its motive is to lock in your love, and they display this emotion by the binding closure and screw. This gives a sense of true permanence.

The Juste un Clou on the other hand is emblematic of a bold spirit. The nail-inspired craftsmanship breaks through several conventions. It is unlike any other piece Cartier has ever done, with a mix of bold and subtle in one the Juste un Clou collection asserts the essence of the person wearing it. The silhouette of these pieces is original, fearless and as free as the essence of 70s

One collection that has not only remained timeless but also aged like fine wine is Cartier’s Panthère de Cartier. Since we caught its first glimpse in 1914, it has been a force to be reckoned with with embodying elements of magnetism, feline and freedom.

This French Maison has time and time again proved why it is the one of the most expensive luxury brands. Not only are you paying for the quality each piece offers, but it also for how each piece becomes your identity and yours to define. Cartier jewellery has the magic to let your adorned jewellery define you while making you the centre piece of each piece. This is what makes each piece sold by Cartier uniquely yours.