In this episode, I am honored to welcome Charles Leung, CEO of Chaumet, and a key figure in luxury jewelry. Before leading this iconic maison, Charles held strategic roles at Cartier and Fred, where he contributed to their global expansion. Together, we explore his remarkable career, the transformation of men’s jewelry, and the challenges of balancing tradition with innovation in the luxury industry.

A thoughtful and insightful conversation, which, I hope, will teach you as much as it has taught me.

A 30-minute best-of version is also available for those who want to focus on the key insights!

What You’ll Discover in This Exclusive Episode:

• Diversifying Jewelry for the Male Market: At Fred, Charles played a pivotal role in expanding men’s jewelry collections, responding to a growing trend and a rising demand for elegant, masculine pieces.

• Distribution Strategy: Franchises & Local Partnerships: To enter the Chinese and broader Asian markets, Chaumet has adopted a franchise strategy, enabling rapid expansion while maintaining brand control and minimizing direct investments.

• European Craftsmanship & Expertise: Charles emphasizes the importance of European craftsmanship in luxury jewelry. Chaumet continues to craft its pieces in its historic workshops, ensuring exceptional quality and a strong heritage of excellence.

• The Power of Storytelling & Brand History: Charles highlights the importance of storytelling in luxury. By leveraging Chaumet’s rich history, he has successfully connected with Asian markets, linking local cultural concepts with the brand’s most emblematic pieces.

• Sustainability & Supply Chain Transparency: Chaumet, along with Fred and other luxury maisons, is increasingly committed to sustainability and transparency in its supply chain, ensuring ethical and environmentally responsible practices.

• A Bicultural Approach to Entering New Markets: With his bicultural background and deep understanding of Asian culture, Charles has successfully adapted Chaumet’s strategy for expanding in Asia, using local cultural references to resonate with consumers.

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