French jewellery house Boucheron has opened a pop-up boutique at the Dubai Mall, as part of a drive to boost its presence in the Middle East.

The 527-sq-ft pop-up store is located in the mall’s grand atrium and will be open until November 22.

It showcases Boucheron’s iconic collections and high jewellery masterpices, as well as the house’s new Quatre bangle. 

The pop-up has been built like a traditional Boucheron boutique and will remind visitors of the house’s flagship boutique at 26, Place Vendôme, which earned it the distinction of being the first jeweller at the famous Parisian square. 

By presenting itself at the Dubai Mall, the maison will have the opportunity to reinforce its position in the Middle East and to promote its history and savoir-faire to a receptive clientele, says CEO Hélène Poulit-Duquesne.

“Boucheron keeps developing its presence in the Middle-East. Expanding its activities in Dubai, thanks to the support of our partner Al Tayer, is mandatory as the house receives a really warm response from the clients there who perfectly understand our unique identity and exclusive products,” she said.

Founded by Frederic Boucheron in 1858, Boucheron was built through four generations of direct descendants, and is now part of Kering, a worldwide leader in luxury and lifestyle. 

As a visionary designer, Boucheron says it embodies excellence in jewellery, high jewellery and watchmaking and its free and audacious style “continues to create the classics of tomorrow”.

There are currently more than 55 Boucheron boutiques across the world.