When discussing sustainability in the jewellery industry, ethically sourced gold and gemstones often come to mind. However, jewellery packaging plays a significant role in environmental impact, a facet often overlooked. Boucheron’s latest innovation addresses this issue with a shift to recyclable materials for its packaging.
After two years of development, Boucheron unveils its new jewellery cases, which eliminate the 11 non-recyclable components of its previous packaging, replacing them with just two natural and recyclable materials: lightweight aluminium and wool felt certified with the Responsible Wool Standard. The traditional hinged form factor is simplified into round boxes with pull-open tops, and the entire production process has been optimized to minimize environmental footprint.
The result is a collection of seven case formats for different jewellery pieces, crafted with meticulous artistry. The lids feature a textured surface of sculpted emerald forms, a subtle reference to Boucheron’s logo. Beyond their elegant aesthetics, the aluminium and felt designs offer quantifiable environmental benefits.
The simplified components reduce the weight of Boucheron packaging to a quarter of its previous weight, and the chosen materials can be endlessly recycled. This translates to reduced carbon emissions during shipping and end-of-life circularity for the cases. Creative Director Claire Choisne reportedly repurposes the cases as decorative vases in her home, demonstrating their versatility and aesthetic appeal.
Boucheron’s innovation in packaging is not surprising, as the maison has been a pioneer in sustainability efforts in the industry. It was one of the first jewellers to publish a revealing report on its sustainability initiatives, encouraging transparency and collaboration among its competitors. Boucheron’s new jewellery cases represent a bold step toward a sustainable future and a call for change in the industry, where the jewel box holds both sentimental and practical significance.
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