Storytelling of luxury brand Chaumet

This bachelor’s thesis explores the role of storytelling in the French luxury jewellery brand Chaumet. The research focuses on how the brand uses storytelling to communicate its heritage, values, and sense of exclusivity and how these stories influence how consumers perceive the brand and connect with it emotionally. A qualitative approach was used, combining a case study of Chaumet’s visual and written content with in-depth interviews with professionals from the luxury industry and consumers of luxury brands. The findings suggest that storytelling plays an important role in shaping Chaumet’s brand identity. It helps the brand to deliver a clear and consistent message across traditional and digital platforms. Interview insights also suggest that emotional connection, historical references, and consistency in communication are crucial for staying relevant in today’s luxury market. Finally, the thesis reflects on how Chaumet can evolve its storytelling to connect with younger audiences while still staying true to its heritage and brand values.