Boucheron’s Serpent Bohème Goes Pink for Summer

By Brittany Siminitz | May 05, 2023

If anyone needed further convincing that pink is the color to covet in 2023, allow Boucheron to offer its point of view. The 165-year-old French company recently unveiled its summer campaign, La Vie En Rose.

This is the first time the brand’s signature Serpent Bohème collection—which was introduced in 1968—has been offered in pink gold, a warm complement to the pink quartz gemstones this summery launch features. The collection is available now.

“This season, Serpent Bohème is embracing La Vie en Rose. Maison Boucheron sees its 1968 design in a new light—rose-tinted—where Serpent Bohème’s iconic motifs are reworked with elegant rose gold and pink quartz,” say the brand’s notes on the collection. “The pastel tones of this gemstone give a warm glow to rings, bracelets, necklaces, and earrings for a look that is both modern and elegant.”

Serpent Bohème is classic Boucheron, its iconic teardrop shape seeing various iterations throughout the years. But pink certainly proves its persuasiveness for the maison to match it in metal—after all, what goes better with pink than more pink?

The marketing campaign—full of ’90s-kissed images complete with corded telephones, padded headphones, a Polaroid camera, a Walkman, and a Nintendo controller awash in cotton candy pink—makes the collection appear playful while maintaining the sense of elegance that a treasure from Boucheron commands. It’s a fantastic collision of classic, forever pieces with up-to-the-minute, in-demand fashion that savvy consumers should be looking for.