Editor’s Note
This article highlights the strategic expansion of French jewelry house GAUL into Central China with its new Wuhan boutique. The opening blends heritage and modern luxury, marking a significant entry into a key regional market.
On February 7, the French high-end jewelry brand GAUL, with origins dating back to 1893, celebrated the grand opening of its new boutique at Wuhan International Plaza within Wuhan Mall. This boutique, situated in the heart of the “No.1 Commercial Circle in Central China,” marks GAUL’s first strategic move into the Central China region. The opening ceremony, a blend of French romance and Eastern elegance, brought a pearl jewelry art feast spanning three centuries to the city, signifying the official launch of the brand’s strategy to deepen its presence in China’s high-end jewelry market.
At the opening ceremony, Zhang Peng, Chief Development Officer of GAUL Jewelry, Bai Bingbo, General Manager of GAUL Jewelry, Depesh Seth, Vice President of Operations for Greater China at Accor Group and General Manager of Wuhan Fairmont Hotel, as well as leaders from the American Chamber of Commerce and the Wuhan Foreign Women’s Association, along with dozens of media outlets and key opinion leaders, attended the event. Numerous jewelry connoisseurs and fashion influencers were also invited to witness the occasion.
The brand has established a pearl selection system that surpasses industry standards: freshwater pearls and Akoya pearls require at least a 2-year growth cycle, while South Sea pearls must reach a maturity period of over 5 years to ensure dense nacre and rich luster. Each pearl is accompanied by certification from either the Gemmological Institute of America’s Gübelin (GUILD) or Japan’s Pearl Science Laboratory, paired with China’s National Gemstone Testing Center (NGTC) certification, providing dual authoritative quality assurance. A team of professional technicians manually matches pearls one by one based on color, size, shape, luster, and nacre thickness, ensuring harmony and brilliance in every piece. Furthermore, the brand offers lifetime after-sales service for all its creations, covering free cleaning, repair, and reinforcement, allowing pearl jewelry to become heirlooms that carry the passage of time.
The opening of the Wuhan International Plaza store also showcased the brand’s three iconic series, precisely catering to the diverse lifestyle scenarios and spiritual aspirations of contemporary women:
The brand’s most heritage-driven haute couture series, reviving 19th-century French classic jewelry techniques. Each piece can be collected as a work of art. Several items displayed this time were designed with the participation of the founder’s descendant team, embodying a family-style commitment to craftsmanship.
Reconstructing traditional designs with the vocabulary of modern art, featuring youthful and highly recognizable styles suitable for fast-paced urban multi-scenario transitions. This series became the top choice for young consumers on opening day, showcasing a pioneering attitude that defies definition.
Led by the brand’s contracted renowned designers, this series features simple yet powerful lines paired with noble golden pearls and South Sea white pearls, specifically crafted for high-end workplace settings. It exudes a sense of authority within understatement and is highly favored by urban elites.
Starting with the Wuhan International Plaza store, GAUL Jewelry has initially laid out over ten boutiques across China, covering core cities in North, Central, Southwest, and Northeast China. These include Beijing’s Century Golden Resources Mall and The Pavilion; Xi’an’s SKP and Saige International Shopping Center; Chengdu’s SKP and MixC; and Shenyang’s and Dalian’s恒隆广场 (Henglong Plaza) in the Northeast region. All stores continue the French immersive aesthetic space design, blending the main tones of deep blue, gilded gold, and pearl white with the local high-end commercial atmosphere to create a unified and unique brand experience.
In the future, besides continuously expanding its retail network in China, GAUL Jewelry also plans to collaborate with local Chinese art institutions and designers to launch limited series and cultural art projects that integrate Chinese and French cultures, deepening emotional resonance with Chinese consumers. By 2028, the brand plans to add 50 new stores, deepen cooperation with premium platforms like SKP and MixC, build a “high-luxury jewelry circle,” and strengthen its brand DNA of “European craftsmanship, Eastern expression” through the spatial narrative of “one city, one story,” aiming to join the top tier of China’s luxury jewelry market.