Editor’s Note
In this exclusive interview, Julien Rousseau, the seasoned leader behind several storied luxury houses, discusses the delicate art of steering heritage brands like Arthus Bertrand into the future. His guiding philosophy—to elevate tradition without embalming it—offers a compelling blueprint for preserving legacy with relevance.
Exclusive Interview
“Elevating heritage without freezing it: that is our guiding principle.”
Julien Rousseau, Arthus Bertrand
In the elegant sobriety of the Arthus Bertrand headquarters on Rue Royale, Julien Rousseau receives us. A serial manager in the luxury sector, he has led several heritage brands with the same level of exigence: Christofle, Goossens (within Chanel), and now Arthus Bertrand, which he is reinventing with finesse. At each stage, a constant: elevating the heritage without freezing it, revealing the artisan’s hand while anchoring the brand in its time.
At Arthus Bertrand, founded in 1803, he orchestrates a subtle link between tradition, French excellence, and contemporary aesthetics. From honorary decorations to jewelry… everything here evokes a memory in motion. And under his direction, the House is gaining new momentum, balancing artisanal mastery with international ambition.
Give us a snapshot of the company.
“Arthus Bertrand is a family-owned company that creates and manufactures precious jewelry in France, founded in 1803 by Claude Arthus-Bertrand. Originally a publisher, notably of the Royal Navy’s travel narratives, Arthus Bertrand later merged with Maison Marion, a specialist in military insignia, and moved into the manufacture of medals, decorations, and then jewelry. To this day, we produce the decorations of the French Republic, notably the Legion of Honour—for which we possess the tools for the first version bearing Napoleon’s effigy—as well as prestigious pieces like the grand presidential collar or academicians’ swords. We also offer a collection of jewelry and medals directly inherited from our original expertise.”
“Today, the creation of precious jewelry in gold and silver represents the core of our activity. Our current collections, like Comédie, Enlacé, Les Étoiles, the Astro medals, or our collaborations with Rabanne or the Palace of Versailles, embody this dual requirement: a modernity respectful of heritage.”
“Heir to exceptional craftsmanship, the House recently presented two unique creations for the Enlacé Bold Joaillerie collection. Everything is designed and manufactured in France, in our workshops in Saumur and Palaiseau, where over 150 artisans perpetuate skills of excellence: drawing, engraving, stamping, enameling, setting… We are one of the few companies in the sector to have always mastered the entire chain: creation, manufacturing, and distribution.”
“We sell through our 12 Arthus Bertrand boutiques in France and Belgium, and this year we opened our first locations in Korea.”
What is your vision for Arthus Bertrand? What new markets are you targeting?
“We want Arthus Bertrand to be recognized as an exceptional artisan, a creator of precious objects that carry stories and symbols. We are accelerating the development of our business through digital, collaborations, capsule collections, and now export.”
“We believe in Made in France as a lever of attraction, particularly for an international audience sensitive to the authenticity of our products.”
“South Korea represents our first step internationally. It’s a dynamic market that appreciates houses with a strong history. Our medals embody a style of jewelry still relatively uncommon locally, and our customization possibilities are particularly appealing. We plan to offer exclusive collections there, created with Korean artists, to strengthen the relevance and success of our symbols within their culture.”
© Arthus Bertrand
Who are your clients today? And what about Millennials?
“We have two main clienteles. The first, a loyal one, comes to buy jewelry celebrating life milestones (baptisms, marriages…). The second, more recent, consists of female clients who appreciate our medals worn in layers, objects with strong symbolic value.”
“For Millennials, we have launched lines like Les Messages, Astro medals, or the collaboration with Rabanne: customizable, unisex creations, wearable daily, yet always meaningful. Their relationship with luxury is intangible, emotional: they seek objects that tell a story, a connection, a memory. It’s a quest for meaning more than an ostentatious sign. On social media, what works is when we tell our story or show behind the scenes of our workshops: there is a genuine enthusiasm for the authenticity of our approach.”
What is your definition of luxury?
“Luxury is the intangible value added to the use value: an aesthetic, a meaning, a memory, an object of craftsmanship. Take a medal: it’s not just a piece of gold or silver jewelry. It’s a talisman, a symbol, a memory, a link between generations.”
What trends do you see emerging in your sector?
“Several. First, the strong comeback of silver jewelry, which we work with the same exigence as gold. Then, a real trend around medals, which represents an opportunity for us. Finally, a strong demand for customization: clients no longer want a standard piece of jewelry, but one that carries their story, a first name, a date, a symbol… A way to anchor the object in their life and make it unique.”
A sort of intimate memory worn on oneself?
“Exactly.”
