Van Cleef & Arpels’ Alhambra jewelry line, first introduced in the 1960s, has become a symbol of timeless elegance and accessibility in the world of high-end jewelry. Designed to appeal to a younger, more independent clientele, Alhambra offered luxury at a relatively approachable price point. It was jewelry’s answer to ready-to-wear fashion, much like Yves Saint Laurent’s Rive Gauche line, catering to a growing demand for fine jewelry among women who were increasingly earning their own incomes and buying for themselves.
Nearly six decades later, the Alhambra collection has experienced a resurgence in popularity, attracting a diverse fan base. The iconic four-leaf clover motif, with prices starting at £1,300, is now a staple on necks, wrists, and ears across generations. Celebrities and influencers have embraced the line, from rappers like Central Cee and Offset, who layer Alhambra bracelets, to Drake, who name-drops the brand in his songs. On social media platforms like TikTok, users debate their favorite variations, from malachite to mother-of-pearl. Even royalty and sports stars’ families have adopted the trend, with the Princess of Wales, Queen Camilla, and England footballers’ wives and girlfriends all spotted wearing Alhambra pieces.
This renewed success has been a boon for Van Cleef & Arpels’ parent company, Richemont. Despite a broader slowdown in the luxury market, Richemont’s jewelry category grew by four percent (at constant exchange rates) in the past quarter. While the company does not disclose earnings for individual brands, analysts estimate Van Cleef & Arpels’ sales to be around $4 billion.
Erwan Rambourg, global head of consumer and retail equity research at HSBC, notes that Van Cleef & Arpels is outperforming its peers. “In the current environment, any growth in luxury is impressive. Of that four percent growth, we estimate Van Cleef’s contribution to be in the low-to-mid teens,” he says. “The brand is clearly gaining significant market share, both within Richemont and compared to competitors.”
A key factor behind Alhambra’s enduring appeal is its amulet-like design. The four-leaf clover motif, symbolizing luck, has been part of Van Cleef & Arpels’ heritage since 1906. Jacques Arpels, nephew of the founders and later CEO, was known to pick four-leaf clovers from his French estate and press them onto cards as tokens of good fortune for employees. This theme of luck continues to resonate with customers, making Alhambra not just a jewelry line, but a cherished talisman for its wearers.
Today, Alhambra stands as a testament to Van Cleef & Arpels’ ability to blend tradition with modernity, ensuring its place as a cornerstone of Richemont’s success in the luxury market.
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