As competition in the luxury jewelry category becomes ever more intense, brands are looking into their heritage to create distinct brand positionings that will play globally.

At the center of this spirit of reinvention, the Place Vendome in Paris, the inspiration for the shape of Chanel No. 5’s bottle lid, and now the place where old narratives of jewelry brands are being respun…

“Heritage” has become the buzzword, as the traditional jewelers take on a changing competitive landscape in which branded fashion houses like Dior, Gucci or Versace are producing fine jewelry while they themselves are expanding around the globe. — (Via International Herald Tribune)