Can Cartier draw less wealthy shoppers?

French luxury brand wants to sell more jewellery to girls, watches to boys

By Cathy Rose A. Garcia

There is no doubt that luxury brands’ flagship stores in Cheongdam are intimidating, which is why many Koreans prefer going to the crowded but more accessible department stores.

Cartier Maison, the flagship of the luxury jeweler, is no exception, with its elegant facade and window displays filled with elegant handbags, sparkling diamond jewelry and well-crafted watches.

But Cartier Korea is trying to ease people’s conceptions that you need to be wealthy or well-dressed to experience the excellent customer service the brand is known for at its flagship store.

``It’s all about the experience. If you go to the Maison, you will be served a beverage whether you buy or not. This is the kind of service you won’t get at the department stores. But the problem is not many customers are brave enough to open the door. We are trying to encourage customers to experience the generosity and experience of the Maison... We are trying to lower the threshold and change the impression of the general public,’’ Sarah Kim, managing