Mauboussin Paris: the story of an exceptional jeweler
The iconic jeweler Mauboussin has always been an exception in the French jewelry landscape.
Indeed, since its creation in 1827, the jeweler has never ceased to surprise both by his legendary creations and by his astonishing career and his ability to always bounce back, until he is reborn from the ashes. Now the leader in luxury jewelry accessible to the greatest number of people, the history of the House of Mauboussin has probably not finished surprising us.
The creation of the Mauboussin jewelry in Paris
The history of the House of Mauboussin goes back to 1827, when a certain Mr. Rocher opened a jewelry workshop in Paris, rue Greneta. His successor, Jean-Baptiste Noury, took over the direction of the workshop and renamed it “Maison Noury”: it was under this name that he participated in the Universal Exhibition in Paris and won the bronze medal in 1878.
A little later, Jean-Baptiste Noury hired his nephew Georges Mauboussin as an apprentice, who took over the direction of the workshops in 1883. Georges Mauboussin gave his name to the jewelry house in 1922: it then became Mauboussin, Noury’s successor. In order not to lose its reputation as a house known for the quality of its stones, the house keeps the Noury filiation in its name.
The ascent of Maison Mauboussin: from the Opera district to the mythical Place Vendôme
After the episode of the Great War, Georges Mauboussin, as a visionary, felt the need to move closer to the Opera district and moved to rue de Choiseul in 1923. He reorganized the tasks, controlling all the stages of manufacture, placing the lapidary and diamond workshops at the top of the building. Designers, jewelers, setters and polishers are located above the sales and exhibition rooms on the second floor, with no shop window opening directly onto the street, as customers are still fiercely attached to the confidentiality of their purchases.
This allows him to hold exhibitions of diamonds, rubies and emeralds. The first exhibition held in the salons of the rue Choiseul in 1928 presented 235 pieces of jewelry, the centerpiece of which was the 24-carat emerald of Josephine offered by Bonaparte. Thanks to these international exhibitions, Georges Mauboussin was named Knight of the Legion of Honor.
Following the exhibition around Mauboussin’s ruby, Maurice Dauzalle described it as “intelligence in motion” in L’Illustration in 1930. The Parisian house is quoted in fashion magazines such as Vogue, Vanity Fair and Harper’s Bazaar.
From 1928 to 1933, the house took part in the Decorative Arts exhibition at the Grand Palais.
From 1946, the House of Mauboussin joined the greatest names (such as Cartier, Boucheron, Van Cleef & Arpels and Chaumet) by moving to 20 Place Vendôme.
Following the creation of the Vendôme Committee, whose aim was to bring together French prestige and luxury companies, Jean Goulet contributed, with the same objective, to the creation of the “Haute Joaillerie de France”, which aimed to promote French creation and quality abroad. The House is also a member of the Colbert committee founded in 1954.
Mauboussin Jewelry: difficulties and renewal
In the 1990’s and 2000’s, the company experienced some financial difficulties and was therefore reshaped by its majority shareholder.
By relocating the production of certain pieces to Asia, the House of Jewelry offered discounted jewelry, particularly engagement rings, which contributed to the brand’s recovery. Mauboussin is also one of the first luxury jewelry houses to display the prices of its jewelry in its advertising. As a result of this reorientation, Mauboussin’s revenue rose from 12.5 million euros in 2003 to 25 million euros in 2006. In 2015, after 60 years, Mauboussin will move from its location on Place Vendôme in Paris to Rue de la Paix. Will this policy of low prices, accessible to everyone, allow the brand to survive over time without altering the jewelry reputation it has earned over the last 100 years? Only time will tell…
If you are interested in Mauboussin’s jewels, don’t hesitate to discover what Les Pierres de Julie offer in our store…
We are also available for any free expertise of your Mauboussin jewelry, for that you can send an email with your photos to email@example.com.