In the early 20th century four of New York’s top jewelry firms included Cartier, Tiffany’s, Van Cleef & Arpels, and Harry Winston. Parisian jeweler in the Rue de la Paix, Louis-François Cartier (1819–1904) founded his jewelry firm in 1847. He handed over the management of the company to his son Alfred Cartier in 1874.

In 1898, Alfred’s three sons Louis, Pierre and Jacques joined the family firm, and it became known as Alfred Cartier & filsby. Thanks to his sons, Louis Joseph Cartier (1875 – 1942), Pierre Camille Cartier (1878 – 1964), and Jacques Théodule Cartier (1884 – 1941) the jewelry brand gained worldwide fame.

Jacques headed the Cartier branch in London, and Pierre – in New York. Pierre Cartier, together with Jules Glaenzer, an American, who had been with the firm for some time, managed Cartier branch established in Fifth Ave in 1909. He took over several French workmen, so that all his work done for America would be done in America.

By 1942, Louis and Jacques had died, leaving Pierre to run the family business. Pierre managed this successfully and remained active even at 85. However, he died in 1964, and from then on the business ceased to be family-owned.

Brand promotion through advertising

Cartier’s jewelry development strategy included active brand promotion through advertising. This advertising provides information about the jewelry collections, precious metals, and stones used in creating Cartier jewelry. Besides providing information, one can also derive immense aesthetic pleasure from the unique charm and beauty imbued in these advertising posters.

Vintage ads in Vogue, Tatler, Palm Beach Life and Harpers’ Bazaar

Precious jewels by Cartier