- Thanks for your attention Zuo Yan Jewelry Class -
Recently, the festival promotion activities are in full swing, and the fashion brands are nothing, at most change some patterns, and engage in some co-branded models.
Beauty brands are different, and all kinds of fancy packaging is simply dazzling: like what carving, diamond inlay, gold leaf, all-out, more and more luxurious, some usually as long as a few hundred pieces of powder value directly soared to thousands.
But then again, the beauty industry's inner roll on the packaging is not something that has happened in recent years.
As early as the 1950s, a variety of exquisite "beauty jewelry" has become popular. Among them, the van cleef & Arpels we are familiar with is the originator level.
In 1933, charles Arpels was surprised to see that she had stuffed lipstick, powder boxes, cigarettes and lighters into a colorful cigarette box when she visited florence Jay Gould, a socialite.
Makeup case owned by Florence Jay Gould
Pocket mirror for Florence Jay Gould
Thus was the inspiration for the creation of the Minaudière Treasure Chest.
Van Cleef & Arpels designer Charles Arpels
Minaudière got its name from the word "minauder", which was originally used by Alfred Van Cleef to describe the feminine temperament of his wife Estelle.
Van Cleef & Arpels' Minaudière treasure chests are practical and exquisite, with clean and smooth lines that are the culmination of the Art Deco style of the time.
The box was inspired by Charles Arpels from Florence Jay Gould, wife of wealthy American businessman Frank Jay Gould. After seeing her pack lipstick, powder case, cigarettes, and lighters into a Lucky Strike cigarette case, Charles Arpels wondered why not come up with a delicate makeup case that women could carry as accessories and put jewelry and cosmetics inside. So I designed this treasure box.
Eglantine minaudière Treasure Box Composition Parts View, 1939, Patrick Gries, Van Cleef & Arpels Archives
The Minaudière treasure box can be placed in a black satin handbag or held elegantly in the hand.
Van Cleef & Arpels Advertising, circa 1930
In addition to the Saga's tradition of convertible jewelry, some Minaudière treasure chest buckles feature a detachable design that can also be worn as brooches.
The most fashionable French girls who circulated at ornate banquets even had one hand, and once became a popular item at that time.
Minaudière Treasure Chest:
A masterpiece of elegance and femininity
Elegant and free
In the later days of the Art Deco period, the Minaudière Treasure Chest was the perfect accessory for the elegant lady of the 1930s and became the best interpretation and symbol of women's life.
Minaudière treasure chests are generally made of Stryptor (silver-tin alloy) and gold.
From Van Cleef & Arpels "Art of Movement Tangible Art Narrative 100 Years"
Official promotional video for the Fine Jewelry Show
Meticulously engraved and lacquered, decorated with engraved patterns or embellished with precious gemstones, it houses multiple compartments for elegant women to store all the essential little things.
Examples include makeup mirrors, lipsticks, powder cases, mouthpieces, lighters, and small discreet watches.
Clip-on buckle
The minaudière's treasure chest's meticulous clasp shows the family's meticulous approach to detail.
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The buckles are sourced from floral, abstract art or haute couture fashion, and some have detachable designs that can be converted into elegant jewellery wears.
Mesmerizing motifs
The Minaudière Treasure Box is designed in a charming, minimalist or colourful design that has changed over time and culture.
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Minaudière® Treasure Box, Van Cleef & Arpels
Minaudière® Treasure Box, Van Cleef & Arpels
Minaudière® Treasure Box, Van Cleef & Arpels
Minaudière® Treasure Box, Van Cleef & Arpels
Minaudière® Treasure Box, Van Cleef & Arpels
From the smooth black lacquer of the 1930s, the natural and artistic inspiration of the 1950s, to the dreamlike designs of the 2000s, the dazzling patterns on the treasure chest add to the costumes of ancient and modern ladies.
- Thanks for your attention Zuo Yan Jewelry Class -