“The secret of long-lasting houses is their ability to transmit.” Resonating with the wisdom of the oldest Parisian house still thriving, Christofle’s CEO, Émilie Metge-Viargues, encapsulates in one sentence the heart of a brand that has been crafting memories for nearly 200 years.

Seated gracefully in the intimate setting of the new Dubai Mall boutique, Metge-Viargues unveils how the house, under her guidance and with the Chalhoub family’s storied legacy, is reshaping the very essence of luxury – honouring the echoes of the past while composing melodies for the future. 

“Christofle’s journey began in 1830,” reflects the CEO, her eyes dancing over the silver displays that sparkle like stars in the boutique’s soft light.

It was founded by Charles Christofle when he was just 25 years old. The visionary entrepreneur revolutionised French craftsmanship with his innovative electroplating techniques that transformed silverware forever. 

Their masterpieces graced the tables of Napoleon III, making Christofle one of the rare luxury houses to furnish French royalty. The CEO shares how Eugénie de Montijo, the last Empress of France, became the brand’s first influencer. European elites, captivated by her grace, emulated her style until Christofle’s creations became the very symbol of French elegance and esteem. 

For generations, Christofle was the coveted wedding gift – a trousseau promising a lifetime of hosting with unparalleled grace. Metge-Viargues pauses as she tell the brand’s story, eyes reflecting her own cherished memory. Her grandmother would frequent the Rue Royale shop in Paris, collecting Christofle piece by piece to build her own trousseau. It wasn’t just about silverware – it was about moments, memories, and a legacy of love passed down through generations. “What matters are the emotions a product conveys and their transmission,” the CEO notes thoughtfully.

Standing here in Dubai – a city that mirrors Christofle’s blend of tradition and innovation – Metge-Viargues draws a parallel. “Dubai is the perfect stage for this new chapter,” she says, gesturing to the vibrant cityscape visible beyond the boutique’s windows. It’s a place where heritage and modernity coexist, just like Christofle. “Here, the past and future meet in harmony, creating something truly unique,” Metge-Viargues shares.

Wandering through the boutique’s labyrinth of gleaming wonders, the CEO gestures to pieces that exemplify Christofle’s blend of classic craftsmanship and contemporary chic. “We’ve transformed traditional treasures to suit modern lifestyles,” she explains enthusiastically. “Take this champagne holder reimagined as a vase – no need for a grand estate to enjoy a gorgeous orfèvre piece.” 

Metge-Viargues highlights how Christofle’s designs are chameleons, adapting to resonate with the hearts of different cultures. In the Middle East, falcons and horses gallop through the collections. For China, dragons breathe fire and bears roam.

In the United States, eagles soar against azure skies. This cultural symphony extends to functional pieces as well – generous serving plates perfect for Eid feasts, and elegant chopsticks gracing Asian tables. Admiring the region’s profound values, Metge-Viargues acknowledges, “Hospitality here is not just tradition. It’s an art form, a sacred ritual we aspire to enrich.”

Innovation is the lifeblood coursing through the brand’s veins, from Charles Christofle’s ground-breaking techniques in the 19^th century to the company’s current exploration of everything from AI and virtual reality to the Metaverse. Case in point – Metge-Viargues shares the story of Christofle’s NFT collection, the Village d’Orfèvres, a retro-futuristic leap into digital luxury that sold out in just five minutes. 

“Selling out so swiftly gave us the confidence to explore new frontiers while staying true to our values,” she remarks. “Maybe in 40 years, people will consider NFTs as art. We’re always embracing what’s next.”

But Christofle’s legacy isn’t just in its designs – it’s in the brand’s ability to adapt, innovate, and connect across generations and geographies. 

Metge-Viargues believes the brand’s success stems from shared passion and collaboration. “My success is a mosaic formed by those around me,” she says softly. 

“We honour and enhance each other, blending our strengths to create something that transcends the ordinary,” she adds. 

As the conversation draws to a close, the CEO stands among the gleaming sliver objects, tableware and flatware that fill the flagship, inviting exploration. “We’re not just preserving the past – we’re crafting a luminous future,” she declares. “We invite everyone to be a part of this journey.”

With a final, lingering glance around the store – each piece a silent storyteller bridging eras and cultures – it becomes clear that Christofle is more than a brand. 

It’s a living, breathing tapestry of human artistry and aspiration. Under Metge-Viargues’ visionary leadership, Christofle will certainly continue to redefine the contours of luxury, blending the whispers of yesterday with the ideas of tomorrow, one exquisite creation at a time.