Best-selling independent author of The Cartiers, the untold story of how three brothers turned their grandfather’s Parisian store into a global icon
Just came across this new season card from ‘Messieurs Cartier’ to their clients in the 1930s. On the back of the Great Depression and pearl crisis, this wasn’t an easy period for Cartier so it’s interesting to see the services offered: less about new diamond tiaras and more about reminding clients of the possibility to simply update their current pieces - whether by popping in to discuss new designs of old jewels, having a pearl necklace restrung (something that was recommended once a year) or bringing in one’s watch for a service or repair. Love the bold block print style of the ‘Cartier’ on the front (made by the Cartier Paris engravers). And the blue colour is unusual for Cartier - not the classic red. But it makes sense given the lower-cost services proposed in the card. Similarly, when Pierre Cartier sold lower price items during the Depression in an attempt to keep the firm afloat (he created a $5 and $10 Department in the 5th Ave Store), he decided to sell them in blue cardboard boxes, rather than red leather ones, to differentiate them from the high end items. What do you think? Like the blue? #branding #clientservice #marketing #design #luxury
So modern and yet timeless
Very smart strategy. I think that Gen Z could get excited about such move for entry level pieces, especially if it was a limited time deal. Kind of celebration of resilience “100 years later”
Always a pioneer - what a brilliant strategy, unwanted need combined with throughtful branding.
Christian Cinque
6mo
So interesting, thank you for sharing.
Great marketing approach. We can truly learn some good practices from past experiences.
This is so interesting, thank you for sharing!
Mery McFadden
6mo
Love ❤️.
Nirav Sanghvi
7mo
a very hands-on approach by Pierre Cartier. Strong sign of Humility!
Loved!! Thank you for sharing!!
Barber & Associates P.C.
7movery, very cool!