Manufacture
MTF provides a detailed account of a PuristS review visit to the Chopard Boutique in Costa Mesa, California. This article offers a unique perspective on the boutique's ambiance, its strategic location within the high-end South Coast Plaza, and the cultural context influencing its success, particularly among East Asian clientele.
PuristSPro Chopard Forum moderators 'CaliforniaJed' and 'MTF' visited the only Chopard Boutique on the West Coast of USA.
It was my first visit although Jed had been before when other 'management' was in-office.
Indubitably, we had a copacetic experience and an amiable host.
Costa Mesa is a small city (population 110,000) in Orange County, California, USA. The name means "coast table(land)" in Spanish. This is a reference to the geography being a plateau by the coast. In the 1950s, it was rural farmland with a strip mall and it is still only semi-urban today.
The local economy is based on retail and services. The largest centre of commercial activity is South Coast Plaza, the largest mall on the West Coast of the United States. With annual sales over $1.5 Billion, the highest in the United States, the 250+ stores represent the highest concentration of design fashion retail in the country.
We were greeted by the Costa Mesa Chopard Boutique director Darrin Plesh.
After the initial pleasantries, we toured the boutique.
As it was near the Full Moon of the Lunar New Year period in the Year of the Monkey, it was apt that we saw the L.U.C XP Urushi (japanese lacquer) Year of the Monkey watch.
With the monkey grasping at magic peaches, we also revelled in other Chopard magic.
Like dangling fruit, this emerald drop earring was dazzling.
Almost all genuine emeralds have inclusions. The key to their beauty is the colour.
Of course, one earring on its own is sadly mis-placed. A lonely earring is embarrassed and its dignity in tatters.
The tableau is more spectacular when the earring is dichotomised with it's companion and even more enchanting as a ménage à trois....
Like other luxury brands, Chopard has closed down its Rodeo Drive boutique in Los Angeles to focus on this boutique in Costa Mesa.
I have not visited all the Chopard Boutiques in the world but as your intrepid Chopard correspondent, I have been to a few on three continents. This was certainly one of the biggest Chopard Boutiques that I have seen; it may be the biggest in North America.
The Costa Mesa Chopard Boutique was renovated in 2010 to double in size to 2,250 square feet, aiming to make affluent consumers feel more "at home", while still displaying the drama and elegance of the branded jewellery. The design was inspired by the 2007 redesign of Chopard’s flagship store in New York by architect Thierry W. Despont; featuring renewable-sourced wood floors & paneling, plush carpets, seating areas and (of course) the fireplace. Reproductions of the Scheufele family's favourite artwork have been incorporated.
This boutique is divided into two sections upon entering:
All of the furniture, lighting arrangements and vitrines were designed specifically for the Chopard boutique.
The display areas are separated into shopping categories such as fine jewelry, high-end watches and accessory collections.
Not unlike the boudoir of a sulking courtesan, the sanctum sanctorum is glimpsed through velvet lined curtains.
Through here are Wonders Beyond the Pale and "grandeur celeb" from the Chopard ateliers.
Here, the theme was red for the Red Carpet Collection and above.
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Jed even took his off to try the L.U.C 8Hz Chronometer - What a philanderer!
Observations
Some 'Pieces Celeb' seen on the L.A. Red Carpet have been sold in NYC, so the system works.
I did not traverse the entire mall but just the ultra-luxe wing containing Chopard and the usual brands.
Many of the stores were completely empty including a certain German watchmaker and an eminent Genevan family-owned brand.
In these difficult times for luxury brands, nobody can be complacent but Chopard had some in-store foot-traffic.
Moreover, more than half the walk-ins actually sat down to view product. For me, that is the sign of "interest".
Of course, some brands had more traffic but then again, their product lines included must-have handbags and entry-level jewellery.
Discreetly eavesdropping with my Chinese ear, I noted that the serious watch enquiries were by Chinese-Americans. Granted that it was the Chinese New Year period that might account for the increased visibility, I also spied that Chopard had tried to make things easier for potential clients - some signs were in Chinese!
Conclusion
All in all, my first visit to an American Chopard boutique can be described with British understatement as being "pleasant".
I really enjoyed it and I pretend to myself that only the lure of novelties from Baselworld 2016, prevented me buying a Chopard piece on American soil.....
Thank you to Chopard USA Ltd, Mr. Darrin Plesh and 'California Jed', of course, for taking me there.
Dr M. Teillol-Foo 2016
Chopard Boutique,
South Coast Plaza #2409,
3333 Bristol St,
Costa Mesa,
CA 92626
Hours:
Monday - Friday 10:00 - 21:00.
Saturday 10:00 - 20:00.
Sunday 11:00 - 18:30.
It was my pleasure to spend the day with you. As always, the boutique staff were kind and generous with their time. My personal thanks to Darrin, and of course, to you, MTF, for treating me to lunch! Best, CaliforniaJed PS Those earrings we so stunning even I had to take a picture of them with with the Urushi dial of the L.U.C. XP Urushi Year of the Monkey!
An informative and beautifully photographed account, MTF. Thank you! But concerning the earrings — I hear the indignant voice of the Dowager Countess Violet saying, “Oh, my dear, it is a sad fact that emeralds commonly have occlusions. But THESE…Why, they look like they’ve been rolled in cracked pepper! There comes a time when one must simply concede defeat and bring out one’s rubies or sapphires instead.” Yes, I’ve been binge-watching Downton Abbey. Ano “Meaning no disrespect, your lordships an
A leading gemmologist (who worked for a competitor brand) told me that the way to tell the fake emeralds was the lack of inclusions! The type of jewellery also determines the colour and clarity requirements. For a single large emerald-cut (sic) stone for a ring, size and clarity are more important. Always, "colour wins" when judging emeralds viz. deep green or blue-green especially for earrings that are not inspected closely. Tear drop or carbochon stones emphasise the depth of colour and sparkl
Thanks for the ride in your 'monster' truck. What is it about Chopard boutiques and white florals? Chopard white florals and L.U.C 1963 Chrono PuristS Edition watch Regards, MTF
Reading it is the second best thing to being there
The Chopard LUC Urushi Year of the Monkey watch is beautiful. It's one of the best designed Monkey watches from all the other brands IMO. Cheers, Anthony
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