Cartier at Selfridges

From April 2nd – April 29th Cartier will take over the Concept Store in Selfridges, based in the Wonder Room, to enchant visitors with stories about Cartier’s history of, and savoir-faire about, the most precious of gem stones – the diamond.

Head Candy: Cartier diamond tiara

  It will be a real journey into Cartier’s heritage and history, including famous diamonds, the long standing royal connection and other celebrated individuals that have added to the Cartier legend.

In 1847 the three Cartier brothers, Louis Cartier in Paris, Pierre in New York and Jacques in London, were dedicated to using beautiful and unique stones to create exceptional jewellery. In London Jacques made the boutique an essential stopping-off point for maharajahs, who owned the most beautiful diamonds in the world. Jacques was a keen traveller and visited the Indian continent unceasingly to find inspiration for his clients.

  The aim of this concept space is to showcase Cartier’s diamond savoir-faire from all angles, stemming from this rich and impressive heritage. Visitors can explore three core areas: the first shall be an exhibition space with archive images and descriptions on Cartier’s heritage around diamonds, with stories on legendary Cartier stones such as the ‘Hope’ and ‘Star of the East’ diamonds and of course famous wearers too. The second area shall be dedicated to stunning, contemporary high jewellery pieces presented in specially created installations. The final and third part will feature a very special ‘Bridal Lounge’ where visitors can view and try on some beautiful engagement rings as well as learn all about the uniqueness of Cartier’s diamonds from real experts.

  In addition an ‘interactive space’ in the high jewellery room will allow visitors to truly immerse themselves in the world of Cartier diamonds. Here they will be able to view short films including ‘True Love has a Colour and a Name’ which shows the romance of our diamonds, as well as a virtual tool which allows visitors to try pieces on via an electronic simulation of select High Jewellery pieces.

  Another highlight in the High Jewellery room will be the Oriental Tiara, a vintage piece dating from 1911; it is beautifully preserved and really shows the impressiveness of the Cartier craft with its flared open-work bandeau composed of wavy diamond-set lines. Speaking of diamonds, it has 1,218 diamonds, including 278 of rose cut, which adds up to approximately 82.06 carats.