Richemont-owned Cartier headed to the desert to source its latest jewelry inspiration.
The French jeweler’s Cactus de Cartier range features cactus-shaped baubles for a spirited collection meant to evoke the rebelliousness and resiliency of the flower, and in turn the wearer. Cartier has long sourced inspiration from the natural world, especially the colors, shapes and symbols associated with florals.
Within the garden Throughout Cartier’s history the brand has transformed nature into jewelry “as an expression of the radiant confidence of a captivating woman.” Cartier has created pieces inspired by orchids, buttercups, palms and numerous other floral shapes.
Cactus de Cartier is a new addition to Cartier’s vast garden of floral-inspired collections. This line offers an edge over Cartier’s typical flower-themed collections due to “the secret beauty” of the cactus, which begs to be touched, but is best observed from afar.
To introduce Cactus de Cartier, the jeweler promoted the collection through a series of social videos set to Western-themed instrumentals. Filmed in 10-second clips and shared to its social channels, the videos show Cactus de Cartier rings balanced on top of the jeweler’s signature red box to highlight structure and material.
On Cartier’s Web site, its “desert beauties” are shown with more detail. Tabs allow the consumer to browse the collection by type, learning about the stones and metals used.
The Cactus de Cartier collection features rings, pendants, cuffs, brooches and earrings all in yellow gold. The three variations of the collection are set with either white diamonds, blue lapis lazuli or emeralds with orange carnelian and diamonds to create a realistic cactus.
Cartier’s Web site also includes a short look book with a model photographed against stucco walls, cacti and a desert landscape to provide context for the collection.
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