"},"content":{"rendered":"<\/p>\n
<\/p>\n
A new name for a new message<\/b>.<\/p>\n
<\/p>\n
More modern, more open and yet still in continuity with its historical roots, with Bee<\/b>, Chaumet chooses not to rename its Bee My Love collection but to shorten the name<\/b> – 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.<\/p>\n
<\/p>\n
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.<\/b><\/p>\n
<\/p>\n
<\/p>\n
Chaumet is therefore putting an end to the baptismal name of its Bee My Love collection, launched in 2011. <\/b>This decision is motivated by the jeweler’s desire to free its collection from any nuptial connotation.<\/b><\/p>\n
<\/p>\n
Journalist specializing in jewelry, Isabelle Hossenlopp<\/b> points out that Chaumet had already changed the name of its collection in the past. Links. The idea was to \u201ccelebrate not just love, but also friendship and family ties.\u201d <\/b>For her, this name change is in keeping with the times, at a time when \u201cpeople now give jewelry as a symbol of affection for their mother, sister, best friend…\u201d<\/b><\/p>\n
<\/p>\n
In its 14 years of existence, the collection has not only exceeded the expectations of the Maison<\/b> – ranking among its top three lines for the last five years – but has also attracted a new clientele<\/b> eager for graphic and refined pieces, far from traditional wedding bands.<\/p>\n
<\/p>\n
\u201cIt was a great success because it’s really different,\u201d<\/b> says Charles Leung<\/b>, CEO of Chaumet<\/b>, adding that the Bee My Love collection was \u201cvery neat, very unisex\u201d<\/b>. However, as he points out, a certain number of customers no longer recognized themselves<\/b> in the idea of looking for a gift for a future wedding or birthday. The name Bee My Love had even become a hindrance<\/b>, particularly among the male audience.<\/p>\n
<\/p>\n
On the contrary, the aim was to simplify and clarify the line by emphasizing the community<\/b> dimension of the bee and its hive.<\/p>\n
<\/p>\n
<\/span><\/p>\n <\/span><\/p>\n \t\t