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The events' roots were planted more than a year ago when the French Trade Commission's Ubifrance network approached Dorfinan as part of its quest to partner with retail jewelers in the United States and introduce French design to U.S. consumers. The team-up with Dorfinan Jewelers was no coincidence, says co-owner Jonathan Dorfman.
"My parents went to the Basel fair in 1970 [when few U.S. jewelers attended the Swiss watch and jewelry IaIr]," says Dorfman. "They had the vision to make this a store with European jewelry that was the equivalent of a store in London or Paris or Milan."
Fast-forward to 2010 and Dorfman is a renowned destination for the finest European and American jewelry brands in the business, with Van Cleef Oc Arpels and Harry Winston Bvlgari Aluminium Quartz Chrono BL-91 them.
When the brunt of the recession hit in 2008, Gerard Riveron, Dorfman's executive director, used die networking and negotiating skills he picked up while working for Van Cleef & Arpels and Cartier to bring a trio of Italian designers to Dorfman's for an Italian designer jewelry event that, despite the timing, turned into a smash hit, Riveron says.
When the French jewelry event opportunity came calling, the Dorfinan team was similarly hands-on. In July, Dorfman traveled to Paris' famed Place Vendóme to find jewelers that would meet the store's standards in quality and design. He and Riveron then selected eight jewelers: Bachet, Brigitte Ermel, Edéenne, Joia, Inédit, Marchak, Bvlgari Aluminium Quartz Chronograph BL-58 Paris and Umane.
But the retailer didn't simply host a one-off exhibition and call it a day.
It's about the story behind it," Dorfman says. "We Bvlgari Assioma Automatic BL-34 to situate French jewelry as part of Frances cultural heritage - a key point in enabling us to convey the quality, authenticity and value of our French collection."
On Oct 4, the retailer invited its best clients and a selection of special guests to a private dinner where designers, Van Cleef & Arpels President and Chief Executive Officer Nicolas Bos, and a handful of French culture, film and literature scholars from Harvard University and the Massachusetts Institute of Technology gathered at each table.
"The concept of giving a private dinner is about Bvlgari Assioma Automatic BL-35 people and mixing them with interesting individuals that they would never get the chance to meet otherwise," Riveron says.