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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

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, RĂ©sonances 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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