Floral magic by Cartier

Patrick Normand, managing director, Cartier Middle East, was talking about the feel good factor - something I could understand perfectly because the ring on my finger felt really good.

It was huge - a big sparkling orchid complete with yellow specks of pollen and some glistening dewdrops - but it felt really light and looked absolutely stunning.

With prices starting at Dh37,000, I had to be content with just trying on the rings, necklaces, earrings, brooches and bracelets from the latest jewellery collection from Cartier called the Caresse d'orchidées par Cartier; but thanks to rising oil prices and the consequent feel good factor that prevails in the region, Normand expects this collection to be well received here. "Our customers in this region enjoy the privileges of luxury and unlike in Europe, women here are not afraid to wear opulent but refined jewellery," said Normand.

The Cartier woman

"The exciting thing about this collection is we have found a flower that is appropriate for the house of Cartier. The orchid is exotic, colourful, large, expressive, refined, fragile yet strong. Like the panther, the orchid also truly symbolises the Cartier woman, who is a woman of character, strong yet fragile in a seductive way. The designs are also bold and expressive like the Cartier woman, who is assertive and not afraid of her choices," he said.

He emphasised that this collection has been launched in Dubai at the same time as it was unveiled in Europe. "The Middle East is the fastest growing area for Cartier. We bring all new Cartier creations here at the same time as Europe because our customers are extremely sophisticated with an international mindset and they want the best at the same time as Paris, London or New York," he said.

Long association

Highlighting Cartier's long association with the Middle East, Normand recalled that Jacques Cartier travelled here often in the early 1900's to buy pearls and to meet with loyal Cartier customers in the region.

"The pictures of Cartier family members with local dignitaries displayed in our boutiques commemorate our old ties with this region," he said.

"Our key priority when we set up our boutiques in Dubai five years ago was to bring the real Cartier to this part of the world. We want our customers to see that Cartier here is exactly what they know Cartier Europe to be; but we also want them to see that Cartier is not restricted to Paris, but is a part of the life of this world. We have tried to create an ambience of warmth and luxury in the boutiques and we want to ensure that the values of Cartier today are relevant to our customers in this region," he added.

Normand acknowledged that his biggest challenge in this region was to get Cartier known as a jewellery maker rather than a watch and accessory maker.

"We have been able to achieve this by bringing to the Middle East beautiful creations such as the Caresse d'orchidées par Cartier that show the strength and depth of Cartier's quality and creativity," he said. I asked him how many pieces of a Dh1,70,000 necklace from this new collection he had received. "We expect to sell much more than one piece," was his cryptic reply.

Cartier at the Oscars

He was equally reticent about naming any celebrities who would wear Cartier to the Oscars. "Some brands need actors or other celebrities to create awareness. But we have a history going back 150 years. Cartier is an institution and does not need the endorsement of a starlet to prop it up.

Among our loyal customers are members of royalty, industrialists, film stars and celebrities from around the world.

"We believe that there cannot be only one person who embodies Cartier style. We believe in seducing a customer who relates to the personality and spirit of Cartier and enjoys buying our creations and wearing them rather than being paid to endorse them. It is this authenticity that helps us to build a lasting relationship with our customers," said Normand.

But he did reiterate that one does not have to be a multimillionaire to come to Cartier. "You can find special pieces such as the Trinity rings for a few thousand dirhams and even in the Caresse d'orchidees collection we do have simple studs and smaller pieces," he said.