Printemps Doha brings luxury brands Baümer and Létrange for the very first time to DJWE this week

May 12, 2022

The Doha Jewelry and Watches Exhibition kickstarted this week at the Doha Exhibtion and Convention Center (DECC) on May 9 and will continue until May 14. The exhibition is host to a multitude of local, regional, and international jewelry brands that will set up their displays in this year’s edition.

Printemps is an iconic French department store, that was first set up in Paris circa 1865, and is all set to open its doors to Doha in the first week of September at Doha Oasis. The Printemps Doha store will house over 500 brands out of which nearly 150 brands are exclusive to the Qatar audience.

We spoke to Thierry Prevost, General Manager, and Olivier Schaeffer, International Chief Operating Officer of Printemps about the store’s participation in the DJWE 2022. As an introduction to the Qatari market, Printemps Doha has brought the luxury brands L. Baumer and Letrange for the very first time to DJWE this week.

Lorenz Baumer is an exclusive jeweler and creator at the original Place Vendome (Paris) and his brand is all set to be a part of the Printemps Doha store when it opens in September. The jeweler’s creations are being showcased at the DJWE this week until May 14 to give a teaser to the Qatar clientele.

His bespoke creations are uniquely tailored for the customer and are reflective of entangling colors, playfulness, and joyful complexity. Each stone in an L.Baumer creation is purely natural and carefully selected by the creator himself.

Letrange is another brand by Printemps Doha that is debuting in Qatar at the DJWE 2022. Letrange is a family-owned leather goods business, established in France in 1838. Currently managed by Sebastian Letrange, who is the seventh generation of the business, Letrange has carved a name for itself as the oldest leather goods maker in France.

At DJWE this year, Letrange has revealed the world’s highest-priced handbag ‘Empreinte 178’, which is bejeweled with 178 diamonds of over 30 carats. Made with a solid white gold handle streamed over with 30-carat diamonds, this is a sculptural handbag testimonial to the finest craftsmanship of Place Vendome (Paris) artisans.

Empreinte 178 is an interpretation of the brand’s iconic Empreinte handbag which is originally made in rare Himalaya Niloticus Crocodile leather.

Both L.Baumer and Letrange are exclusive brands brought to DJWE by Printemps Doha and aim to lure the Qatar audience to the flagship store opening at Doha Oasis in September.

Printemps Doha’s store at Doha Oasis covers a retail space of nearly 40,000 sq.m and is anticipated to be the second-largest Printemps store in the world. The retail player aims to offer clients a wide array of offerings in fashion, lifestyle, and gourmet experiences that are uber-luxurious and bespoke.

“Customization is very important for the luxury customer. Certain brands in-store at Printemps will offer a high level of personalization such as the selection of the ribbon, engraving, color selection, and a lot of other details, as per the customer’s whim”, remarks Thierry Prevost.

Customers will be able to delight in the store’s offerings of personalized services, custom products, unique experiences—all of which are meant to inspire them with the stark attention to detail.

Olivier Schaeffer says that out of the 500 brands in-store at Printemps, nearly 150 brands are exclusive to Qatar. “We are targeting a specific audience with an introduction to new brands. We’re aware that the offering is very bold in Doha, so to avoid repetition, we are bringing exclusive brands that set us apart. Printemps wants to give a good reason for the audience to come shop with us for this exclusivity.”