In light of the changing behavior and expectations of its clientele, Chaumet is evolving its Bee My Love line. Renamed Bee de Chaumet, this jewelry collection inspired by the world of bees is thus breaking free from the injunction to marriage and exclusive romantic love. This will give new impetus to the development of the Maison after the Paris Games and a record-breaking 2024.
A new name for a new message.
More modern, more open and yet still in continuity with its historical roots, with Bee, Chaumet chooses not to rename its Bee My Love collection but to shorten the name – a rather common phenomenon in branding. Thus, there are countless brands that have simplified their brand in order to no longer depend exclusively on the vision of a founder. One of the latest to have done so in the fashion world is none other than Paco Rabanne, simplifying its name to Rabanne in the summer of 2023.
This strategy appears to be one of the first major changes at the Parisian jewelry house – owned by the LVMH group – since the arrival of Charles Leung as its CEO in April 2024.
Other times, other customs
Chaumet is therefore putting an end to the baptismal name of its Bee My Love collection, launched in 2011. This decision is motivated by the jeweler’s desire to free its collection from any nuptial connotation.
Journalist specializing in jewelry, Isabelle Hossenlopp points out that Chaumet had already changed the name of its collection in the past. Links. The idea was to “celebrate not just love, but also friendship and family ties.” For her, this name change is in keeping with the times, at a time when “people now give jewelry as a symbol of affection for their mother, sister, best friend…”
In its 14 years of existence, the collection has not only exceeded the expectations of the Maison – ranking among its top three lines for the last five years – but has also attracted a new clientele eager for graphic and refined pieces, far from traditional wedding bands.
“It was a great success because it’s really different,” says Charles Leung, CEO of Chaumet, adding that the Bee My Love collection was “very neat, very unisex”. However, as he points out, a certain number of customers no longer recognized themselves in the idea of looking for a gift for a future wedding or birthday. The name Bee My Love had even become a hindrance, particularly among the male audience.
On the contrary, the aim was to simplify and clarify the line by emphasizing the community dimension of the bee and its hive.
An imperial history
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Read also > Chaumet: Charles Leung takes up his post as managing director
Featured photo: © Chaumet
