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High jewellery admirers today, clients tomorrow?

The showcasing of haute bijoux is targeted at grooming the young shoppers of today to be the big-gem purchasers of tomorrow

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The Noah's Ark collection show by Van Cleef & Arpels in New York on Nov 3. Houses like Van Cleef & Arpels and Cartier use dazzling exhibitions as part of their strategy to lure the next generation of buyers.

IN October, Cartier held a free exhibition at its Fifth Avenue flagship that displayed its newest haute joaillerie collection, Résonances de Cartier, as well as archival pieces once owned by Elizabeth Taylor and the Duchess of Windsor.

"It's like meeting famous people in real life," said

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