Van Cleef & Arpels' Alhambra and the Timeless Luxury Strategy

Luxury fashion is not just about aesthetics; it's a rich legacy, exceptional craftsmanship, and a profound emotional connection. Van Cleef & Arpels' Alhambra collection, established in 1968, is a perfect example of this. The four-leaf clover design, symbolizing luck, love, and harmony, has created a deep emotional bond with its admirers. As the luxury market evolves, the challenge is to modernize this classic charm while preserving its emotional essence.

Image credit: Clara Gaudillere, Bloomberg (2025). At work on a white gold and gray mother-of-pearl Alhambra ring from Van Cleef & Arpels.

The Timelessness Factor in Luxury Marketing

Van Cleef & Arpels' Alhambra line is often referred to as embodying 'sustainable desirability,' a testament to the brand's ability to maintain its relevance across generations while upholding its fundamental values. The focus on cultural continuity, rather than seasonal trends, is a nod to the brand's respect for its heritage and the role of craftsmanship in luxury branding. The enduring visual identity of the Alhambra, characterized by smooth, symmetrical lines and soft edges, has weathered numerous transformations in the luxury market.

In 2025, the key to luxury marketing success will be striking a balance between heritage and innovation. Platforms like Instagram, TikTok, and WeChat are facilitating the discovery of new experiences through digital storytelling. Luxury brands like Van Cleef & Arpels are leveraging traditional craftsmanship to demonstrate their authenticity, while also embracing digital innovation. As Gen Z consumers redefine luxury, the industry is on the brink of an exciting evolution, where emotional connection, purpose, and artistry will take precedence over traditional logos and brand recognition.

Expertise at the Core of Brand Management

Each Alhambra piece is meticulously handcrafted, undergoing extensive polishing, setting, and quality checks before reaching the store. This methodical approach stands in stark contrast to fast fashion, a concept that resonates with contemporary consumers who seek significance in their purchasing decisions. The image of a craftsman meticulously polishing the ring embodies the principles of precision, dedication, and passion.

This approach enhances exclusivity and perceived value from a brand management perspective. Bain & Company's 2025 Luxury Report indicates that 65% of luxury shoppers now believe that brand prestige is derived from transparency in craftsmanship rather than from celebrity endorsements. Maison Van Cleef & Arpels employs immersive experiences, high-quality content, and exclusive clienteling programs to enhance customer loyalty, all while narrating their rich heritage through contemporary digital platforms.

The Sentimental Significance of Established Brands

The distinguishing factor of enduring luxury brands lies in their ability to convey compelling emotional narratives. The Alhambra pattern has evolved over the years and is now available in a range of materials, including gold, onyx, mother-of-pearl, and malachite. Nonetheless, the emotional impact remains unchanged. It represents optimism and ongoing progress, aligning seamlessly with contemporary consumer perspectives.

Contemporary luxury marketing transforms this legacy into an experience that engages the senses, creating a unique and immersive experience. Clients can experience a connection to a narrative that is both individual and collective through exclusive releases, tailored visits to the workshop, and digital collections. As Vogue Business (2025) says, emotional ownership is the new definition of luxury. Individuals seek to acquire more than mere metal; they desire to obtain significance.

Digital Sophistication and the Art of Flexibility

Van Cleef & Arpels exemplifies luxury in the digital era by maintaining its core identity while embracing change. The brand's website has evolved into a captivating storytelling platform that seamlessly integrates 3D craftsmanship videos with eloquent brand essays. Collaborating with art schools, educational programs, and private online exhibitions enhances the brand's reputation and effectively engages younger audiences.

This strategy aligns with contemporary luxury marketing principles, emphasizing that innovation should serve to safeguard identity rather than supplant it. Raffles Jakarta's Fashion Marketing & Management program emphasizes the role of technology in preserving heritage. Students acquire the skills to integrate established luxury management frameworks with digital storytelling, sustainability branding, and data-driven consumer insights.

Raffles Jakarta's International Recognition in Fashion Excellence

High-quality education thrives when innovation and business acumen are integrated. Raffles Jakarta remains the premier institution in Indonesia for fashion education, with its students recognized as some of the finest in the world.

Raffles Jakarta: The Sole Southeast Asian Finalist at Mittelmoda 2025 in Milan

Raffles Jakarta is honored to announce that Christabell Bellini, a Fashion Design student, has distinguished herself as the sole finalist from Southeast Asia at Mittelmoda, The Fashion Award 2025 in Milan. Her collection "Suburbia" reinterpreted the allure of suburban life in the 1950s through imaginative shapes and skilled storytelling craftsmanship (read more here).

Carolin Valentina has been awarded the Lomba Perancang Mode 2025 during Jakarta Fashion Week. Carolin Valentina, a student from Raffles Jakarta, won the Lomba Perancang Mode 2025 at Jakarta Fashion Week. Her innovative collection showcased Indonesia's rich culture in a forward-thinking manner, highlighting Raffles' role in shaping the future of global designers.

The Future of Overseeing Luxury Fashion

As the luxury landscape evolves, brands such as Van Cleef & Arpels illustrate that true timelessness lies not in resisting change, but in the ability to adapt effectively. The future of luxury will emerge from the integration of art, history, and individual experiences.

Raffles Jakarta is cultivating the future leaders of luxury to adopt a similar mindset. Students in the Fashion Marketing & Management and Business Administration programs acquire the skills to blend global trends with local identity, extend their thinking beyond fashion to encompass brand experience, and craft narratives that endure for decades.

If you have a passion for fashion and aspire to become a prominent figure in the industry like our students, click here to discover the steps necessary to enroll in our fashion programs. 

Our team is dedicated to guiding you on your journey to becoming a prominent figure in the realm of fashion excellence.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Aziz, Y. A., & Poureisa, A. (2025). Social Commerce Dynamics in Online Retail: Examining Instagram's Design and Its Technology. International Journal of Technology and Human Interaction (IJTHI), 21(1), 1–31. https://doi.org/10.4018/IJTHI.390210

Bain & Company. (2025). The Future of Luxury: 2025 and Beyond. https://www.bain.com/insights/the-future-of-luxury-2025

Bloomberg. (2025, November 4). Van Cleef & Arpels’ Alhambra is a timeless lucky charm — can it be updated? https://www.bloomberg.com/news/articles/2025-11-04/van-cleef-arpels-alhambra-is-a-timeless-lucky-charm-can-it-be-updated

Business of Fashion. (2025, November 5). Van Cleef & Arpels’ Alhambra: How to update a timeless charm. https://www.businessoffashion.com/news/luxury/van-cleef-arpels-alhambra-how-to-update-a-timeless-charm

Deloitte. (2025). Global Powers of Luxury Goods 2025. https://www.deloitte.com/global-powers-of-luxury-goods-2025

Forbes. (2025, March 18). The rise of heritage storytelling in luxury marketing. https://www.forbes.com/sites/heritage-luxury-marketing

Harvard Business Review. (2024, December). The psychology of timeless brands. https://hbr.org/the-psychology-of-timeless-brands

LVMH. (2025). Sustainability and the new luxury code. https://www.lvmh.com/news-documents/sustainability-new-luxury

McKinsey & Company. (2025, January). The State of Fashion 2025: Luxury reset. https://www.mckinsey.com/industries/retail/our-insights/the-state-of-fashion-2025

Statista. (2025). Global luxury jewelry market revenue 2025. https://www.statista.com/statistics/luxury-jewelry-market

Vogue Business. (2025, September 27). Emotional luxury and the new loyalty economy. https://www.voguebusiness.com/emotional-luxury-loyalty

WWD. (2025, October 3). How Gen Z reshapes luxury marketing. https://wwd.com/business-news/luxury/gen-z-luxury-marketing-2025

Financial Times. (2025, August 14). The value of craft in the age of AI luxury. https://www.ft.com/content/craft-ai-luxury

Luxury Society. (2025). Craftsmanship and transparency as the new luxury code. https://www.luxurysociety.com/articles/2025-craft-transparency

Raffles Indonesia. (2025). Christabell Bellini at Mittelmoda 2025, Milan. https://www.raffles-indonesia.com/christabell-bellini-mittelmoda-2025

Raffles Indonesia. (2025). Carolin Valentina winner of Lomba Perancang Mode 2025 at Jakarta Fashion Week. https://www.raffles-indonesia.com/carolin-valentina-winner