Hélène Poulit-Duquesne is CEO of Boucheron “Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.
The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features Hélène Poulit-Duquesne, CEO of French luxury jeweler Boucheron.
In this Q&A, Ms. Poulit-Duquesne discusses the importance of curiosity, independence, resilience and lifelong friendships.
Here is the dialogue:
What was your first job ever? What did it teach you?
After graduating from ESSEC [Business School], I joined LVMH in 1993 as chief of staff to the managing director of the holding company, a position I held for four years.
This experience taught me the excellence needed in our luxury industry. It was a true booster for my career because it gave me a strategic and economic vision right from the start.
I worked on all product categories, not just jewelry, which provided me with an immediate general management perspective rather than one limited to a specific Maison or product. This "helicopter view" allowed me to see further ahead in my subsequent roles.
Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?
Curiosity has been critical to my success. I am curious by nature and interested in everything. I believe the greatest skill is the ability to learn continuously.
At Boucheron, I am never bored because I learn something new every single day, from gemology to marketing and creative direction, through innovation and R&D and, of course, business development. My appetence for all facets of the business has been essential to my path as CEO.
What is the best piece of advice you’ve ever received?
I believe the most valuable advice in my life came from my father, who always advised me to rely on myself and never depend on a man. This doesn't mean not to love a man, but to work and be independent, to ensure that I have the ability to be strong on my own.
How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?
Since I started, the main shift has been the transition from product to experience.
Many other things have changed the luxury industry: We see a polarization between historic Maisons with ancestral know-how and brands that break traditional codes. Digitalization has also been major, especially after COVID, and we have a younger clientele, particularly in Asia. Traditional notions of value are being questioned in favor of more creativity. We are seeing more genderless creations, and more men are wearing jewelry. There is also a growing interest in sustainability, which is not just a trend.
Looking to the next 10 years, I’m convinced luxury will be more emotional and experiential. Luxury Maisons are shifting towards cultural content, moving from luxury to culture. My goal is to make people feel part of our universe, not just consumers of our products.
What recent projects have ignited your passion for working in luxury?
One recent project that ignited my passion is the Quatre 5D Memory ring, launched in 2024, in which we encapsulated a sound artwork. We developed this artwork with IRCAM-Centre Pompidou. It was very interesting for me learning how sounds are made.
Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?
I would choose Boris Cyrulnik. He is a French neuropsychiatrist best known for popularizing the concept of resilience: the capacity to overcome trauma and rebuild oneself to live a meaningful life despite adversity.
I would take him to my house in Normandy for a weekend by the fireplace so he could tell me his stories. I find his work and personal life fascinating.
How do you get into the right mindset before a big meeting or presentation?
I don’t really need to get into a specific mindset. I just need to be myself.
However, preparation is still necessary, especially for big meetings.
On your days off, what can you be found doing to relax or have some fun?
I place a lot of importance on recharging my batteries. I do this through being surrounded by nature and with horseback riding, so I spend all my weekends with my family in our vacation home in Normandy.
It is not the place itself, but the people. My friends are a very important part of my life, and they have been the same for 30 years. This connection with nature and friendships is essential for me to recharge and find new ideas.
What does luxury mean to you?
To me, true luxury goes beyond material value. It is about the stories we tell, the emotions we convey and the memories we create.
Whether a product or service/experience, what is your favorite luxury indulgence?
My favorite luxury indulgence is finding a new precious stone, whether in Tucson or India. I am a precious stones lover and I have my own collection of rings to which I'm very attached.
I believe in the stone's power and special properties; gemology fascinates me. These pieces are not just jewelry to me – they hold personal meaning and connection.
Finally, simply taking care of myself is a true indulgence.