Opinion: Van Cleef & Arpels’ Lucky Spring—Is it really about luck, or something more?
Van Cleef & Arpels has always shown an ability to create relevance through symbolism. The popular Alhambra collection is a case in point: launched in 1968, as well as being a symbol of luck, the four-leaf clover motif is now virtually synonymous with the maison. But with the Lucky Spring collection, the house expanded its repertoire of fortune-bearing symbols, creating a sophisticated parallel narrative that speaks to nature’s perpetual renewal while capturing the Asian market’s deep cultural connection to spring.
While the collection this year maintains its core elements from its 2021 debut, its appeal lies in how it speaks to multiple generations through carefully chosen motifs that bridge tradition and contemporary desires. By tapping into an entire season through carefully curated motifs, the maison is ensuring its legacy isn’t tethered to a single emblem but rather to nature’s most hopeful chapter.
Van Cleef & Arpels Lucky Spring clip (Photo: courtesy of Van Cleef & Arpels)
The genius of Van Cleef & Arpels’s approach lies in its universal language of symbols. The ladybird, for instance, is an emblem that transcends cultural boundaries— recognised as a token of good fortune across cultures, it appeals to both traditional luxury consumers and younger collectors who are increasingly drawn to jewellery with meaning beyond mere adornment.
What’s particularly clever about the collection’s spring theme is its strategic market positioning. In much of Asia, where spring celebrations hold profound cultural significance, the plum blossom motif resonates deeply with traditions of renewal and resilience. But these elements also appeal to anyone who loves the planet—particularly younger luxury consumers with growing environmental consciousness.
While the collection obviously has a commercial rationale, there is no lowering of haute joaillerie standards. The versatility of the pieces—from Between the Finger rings to pendants and bracelets—allows for multiple entry points into the brand. The choice of materials, such as rose gold paired with mother of pearl, creates an accessible luxury aesthetic that appeals to emerging collectors while maintaining the maison’s prestigious positioning.
Van Cleef & Arpels Lucky Spring 5 motifs bracelet (Photo: courtesy of Van Cleef & Arpels)
Van Cleef & Arpels has created a seasonal collection that doesn’t feel seasonally limited. The ladybird and plum blossom motifs, while spring- themed, carry year-round appeal. This perpetual relevance ensures the collection maintains its desirability beyond the season, a clever strategy disguised as poetic storytelling.
While the Lucky Spring collection might not present new motifs this year, it demonstrates Van Cleef & Arpels’ sophisticated understanding of how to keep heritage relevant in a changing luxury landscape. It’s how traditional luxury houses maintain their identity while speaking to new audiences—sometimes the solution is not in constant reinvention but in thoughtful evolution and strategic storytelling.
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