“Born from love and creating for love”

Company History
In 1896, Estelle Arpels, daughter of a precious stones dealer, fell in love with and married Alfred Van Cleef, the son of a stone-cutter. Their enthusiasm, devoted commitment and passion for beauty led to the creation of Van Cleef & Arpels. In 1906, they opened their first boutique on the Place Vendôme, in Paris. Ever since then, love, together with remarkable craftsmanship and use of the finest stones, has inspired Van Cleef & Arpels and led to exceptional creations, the magic of which accompanies every couple.


The Challenge
The US bridal market is projected to constantly grow in the next 5 to 10 years. At the same time the competitive landscape is changing dramatically, due to the increasing number and size of jewelry e-tailers, growing customer sophistication, and the resilience of non-branded jewelry retailers. In this context, Van Cleef & Arpels asked the CBS-Parsons team to identify opportunities in this challenging environment to improve and further develop its bridal sales. The CBS-Parsons team started a thorough market analysis to develop recommendations to become a more significant player in the bridal market, seeking to answer the following questions: Who is the target customer in the US bridal market? What is the current bridal customer’s journey and who makes the purchase decision? How could VCA reshape its bridal strategy to become a reference on the bridal market? What are the main actions to realize this strategy?


VCA & Your Love Story
VCA & Your Love Story is the name of the strategy and marketing campaign developed by the CBS-Parsons team after having conducted market analysis and extensive interviews with the VCA corporate team, designers and sales associates as well as a customer survey addressed to the potential target audience. The analysis resulted in recognizing an opportunity for a new approach to the bridal market with the final objectives of stronger customer engagement and higher brand awareness and heritage recognition. A new marketing strategy was developed, centered on the love stories along with a social media campaign based on engaging customers to collect their love stories. Several design and visual merchandising aspects were crafted with this new strategy. The new bridal strategy is designed around the customer to support them in every phase of their journey, recognizing how important this decision is to them, and making this journey a fabulous and compelling experience.


Team Van Cleef & Arpels
Simone Biccari, Columbia Business School
Katrin Korban, Columbia Business School
Leszek Golabek, Columbia Business School
Cecile Prevost, Columbia Business School
Rachel Bernstein, Parsons The New School for Design
Hamkyu Chun, Parsons The New School for Design
Dah Rong Kao, Parsons The New School for Design
Harin Yang, Parsons The New School for Design