Monday, April 5, 2010

Must-ique


Coming home from LA I noticed a blub in the pile of magazines I purchased to ease the seeming eternity of a three hour flight. Cartier has a new, lower priced line named Les Must. The ring, pictured above, appeared in the piece and I thought it was sweet. A lovely "forget-me-not" or better, forget-me-not-knot. Like a red thread tied around a finger. A reminder of the lover who is coming back after a semester abroad or a brief stint for the company overseas. A promise ring with the dignity to forgo the chip.


So I looked on-line to offer it up here as just that. I was disappointed to find the rest of the collection lacking any charm. To me it seems the dumbing down of yet another luxury brand. Much of it is jewelry fit for little girls, though I loathe seeing the likes of Tiffany and Coach on the playground.


And I'm curious if this works as a strategy. I'm used to seeing the Tiffany heart dangling from the necks and wrists of my children's classmates, but does it make me pine less for the Sugar Stack rings? The quatrefoil is as ubiquitous as clover itself and Van Cleef & Arpels's site features nearly nothing but.


The exception for Les Must, which I would say is largely Les Not So Much, would be the watch above. A pretty jazzy piece for two grand.


But knowing it is available, will you still pester for the Tank Louis Cartier at four times its price? I wonder.

13 comments:

Toad said...

And not have the date on your watch face? I want the original badly.

A Refocused Life said...

The 'love me not'ring is so simple ...but I like it. There is something about the simplicity that makes it chic.

pve design said...

You are worth a Tank Louis Cartier.
The box alone is something special.
pve

Tish Jett said...

I absolutely agree with you. This tactic of "opening up" the market can be dangerous for a brand with a stellar reputation.

Not sure I'm crazy over the knot, though it is the best of the lot. I keep thinking it will catch on something or wound someone -- it has a sort of barbed wire feel to it.

I'm happy with my tank, my ring and my bracelet. I yearn for nothing more.

As I believe I've mentioned on at least one other occasion, your blog is absolutely magnificent.

Kwana said...

I've always wanted a Tank Francaise. The orig. Not so sure about this new line. May bring the brand down.

Acanthus and Acorn said...

I agree with you wholeheartedly, designer anything should never see the inside of the sandbox!!!

Cartier is losing it's elegant leanings it seems, but not it's hefty price tag!

Anonymous said...

Oooo, the stuff that goes on, on the playground and in the halls........Parents allowing their children and to do as they do, in their dressing & accessorizing....
That in itself dumbs luxury brands down.
So far down, that it's insulting to those who have owned the classics forever.

Kids don't need it & as far as the parents caving to it.........don't get me started ! !
What luxury brand dumbs itself down with a "lower priced" line?
Certainly NOT impressive or good image control and not good for the longtime, stalwart, base demographic.
Another topic, another day.

Enjoyed your view on this, Mrs. B.

Rachel said...

But I think that second ring you posted is beautiful!

Rosie Campbell said...

Not sure about the knot.

www.rosiecampbell.net

Karena said...

Let the kids be kids, they do grow up fast enough. I also deplore when Luxury lines decide to cater to another demographic. Do what you do best!

Karena
Art by Karena

ROK said...

For those of us whose husbands find shelter in the lower priced blue boxes for every occassion they don't forget, we are happy to think that we can now have generic gold jewlery to add to our generic silver jewlery (and double if it comes in pretty red boxes). But then, I would love some quatrefoil to come my way so you might be out of my league.

Ivy Lane said...

I like the knot ring..the rest..NOT! You hit it on the head "dumbing down"..perfect way to put that!

Holly Goes Lightly said...

Totally agree with your impressions of this 'Cartier for Target' line. Re the tank, I say go big or go home...