Last November I was lucky enough to travel to Miami with Van Cleef & Arpels, for the spectacular unveiling of the Maison’s latest high jewellery collection, Treasure Island, inspired by Robert Louis Stevenson’s famous novel.
‘Treasure Island’, published in 1883, is an old-school adventure story, of buccaneers and buried gold, pirate ships and desert islands, and to see it rejuvenated, brought to life in this treasure-filled way brought a wave of nostalgia, escapism and swashbuckling romance.
The collection was launched at a theatrical gala, in the Vizcaya Museum, a mansion built in 1916 in Italianate mediterranean style, its gardens and terraces leading down to the waterfront of Biscayne Bay, in which looms a ghostly life-sized barge, adorned with Caribbean creatures, a breakwater sculpted by Alexander Calder. The courses of the lavish dinner were interspersed with a parade of models wearing the Treasure Island jewels and startlingly dramatic entertainment by supposedly (or perhaps actually) rum-swigging ‘drunken-sailor’ troupes, singing and dancing, barrel-bashing and rig-climbing, enacting derring-do on the high-seas, to enhance the piratical theme.

Earlier that day, the jewels had been presented elsewhere, in an iconic South Beach hotel, displayed within a thrilling mise-en-scène that recreated the shifting sand dunes and lush vegetation of a tropical desert island: there were luscious gem-encrusted shell brooches, a bracelet of diamonds and mystery-set sapphires, undulating like foaming ocean waves, a clip modelled on the Treasure Island ship, the Hispaniola, its sails paved in white diamonds, jewels composed of nautical rope knots and twists, vibrantly hued fish, a cute turtle, mystery-set emerald palm trees, a golden treasure map, tightly scrolled, tied with a rose gold rope chain and tassels in 1940s style, Van Cleef & Arpels’ signature figurative forms, including Pirate Jim and Pirate John, and finally the treasure trove they unearthed in the form of a series of rings, necklaces and sautoirs, of gold and sumptuously coloured gems.

The trip was an adventure in its own right – Miami, the ocean, Latino culture, the fabulous Art Deco buildings, and it all started me thinking about treasure. I love the whole idea of treasure: the romance of it, the treasure chest, the abundance of gold and gems slithering through fingers, the quest and the hunt, fraught with challenges, the thrill of discovery of untold riches; altogether an almost-forgotten brand of glamour, rugged, unrelenting and tinged with the darkness of danger.
The concept of treasure is universal, ancient and enduring, embedded in myth, fable and folklore across cultures and civilisations, a metaphor for riches both physical and metaphysical, worldly and otherworldly. Think of the fire- breathing dragon guarding its hoard, and the trials and tribulations facing the hero in overcoming the venomous creature in order to reach the treasure, overcoming treacherous difficulties in order to attain the riches, all that is most precious in life. There’s always a transformative power to such riches, the magical metamorphosis that is at the heart of the fairytale: rags to riches, pauper to princess, true love, self-realisation.

I remember well the time I spent interviewing Laurence Graff, in his home in Gstaad, for the book about legendary diamantaire and the House he built, in which he tells his life story. It was a captivating and illuminating experience, and an important milestone in my working life too. Mr Graff always understood the appeal of treasure across the world and this understanding clearly played a role in his own metamorphosis, from East End boy to billionaire businessman and renowned art collector.
He was reminiscing about his early days, travelling back and forth to Asia, with his bag of gems and jewels, learning local customs, understanding different cultures, meeting and nurturing new clients. One of whom was Imelda Marcos, an avid jewel (and shoe) lover, whom he met on her yacht, at her invitation, and then found himself marooned, for a week, on her private Bamboo Island. By contrast, he recounted his journeys into the jungles of Malaysia; he told how he had heard that tin miners there were rich, as were the timber traders in Borneo, so he set off to find them and sell them “treasure”. “People used to stare at me in the street, and I met some peculiar people, toothless types, but I always managed to trade with them. They understood and collected treasure, and they still do.”

I think, or perhaps it’s wishful thinking, that the idea of treasure is strong again at the moment, in terms of our appreciation of gemstones and minerals as rare and miraculous natural resources, and in terms of a re-evaluation of what is truly precious today; what is it about a jewel that makes it a treasure?
Which reminds me of a conversation I had some time ago with a diamantaire in Antwerp, who told me, slightly enigmatically, that for him the perfectly polished diamond represents the very best man can be. That’s treasure.
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