Whether you’re a long-time admirer or a recent fan of vintage jewelry, you’ve probably come across some old jewelry advertisements from past decades.
Some of these ads are quite surprising featuring cats and panthers as central figures in the visuals of various brands. Let’s dive into this fascination with felines among luxury jewelry houses.
Boucheron (2011) / Boucheron (1985)
But first why this fascination with felines in the world of jewelry?
As you might guess, the choice of this particular family of mammals is no coincidence.
In the past, animals especially exotic ones like panthers and leopards were seen as symbols of wealth and prestige.
In ancient Egypt, cats were considered divine beings. During the colonial era, many aristocratic families traveled to India or Africa for leisure and adventure. Felines were coveted for their fur or even kept as exotic pets. Cats, too, were domestic animals reserved for the upper classes.
This is how cats and panthers came to be embraced by great French luxury houses: they embodied elegance through their graceful, fluid movements, an aristocratic restraint, and wealth through their sleek dark coats — not to mention a “hypnotic sensuality” in their golden eyes. The mysterious and majestic aura of these animals surely contributed to their overrepresentation in media imagery.
Chanel (1960) / Harry Winston (1948)
And today? What about modern-day feline-inspired jewelry ads?
Even today, felines remain a central element in many jewelry campaigns, sometimes even serving as brand icons as seen with Gemmyo or Cartier.
Gemmyo (2012) / Cartier (2013)
We’re still totally feline-fascinated…
