Lessons from the Van Cleef & Arpels Tarnishing Case
- Marina 2Jour
- Apr 7
- 3 min read
A few notes on the recent Van Cleef & Arpels tarnishing case.
Short context:
A customer, named mangomoniica on TikTok purchased a $6k Alhambra bracelet from Van Cleef & Arpels. After wearing it for two months, she noticed discoloration on the bracelet. Upon contacting the brand, she was initially informed that the tarnished area was merely her "finger reflection." Despite undergoing multiple cleaning processes, performed by brand, including a professional cleaning in New York City, the discoloration persisted. Monica expressed frustration over the customer service experience, feeling that her concerns were dismissed. She shared her experience in a TikTok video, which garnered over 10.2 million views as per now and prompted widespread discussion about the brand's product quality and customer service. Eventually, Van Cleef & Arpels offered her a refund, which she accepted, though she expressed disappointment over the whole customer experience. When the item was being collected she was gifted a flowers and book on brand's craftasmanship (for more contect watch the videos by @mangomoniica on TikTok).
My thoughts on customer service:
The store manager in the video lacks empathy, as well as problem-solving approach. Even though the (ex-)client hoped she will be re-trained, I do not think that everyone is made for customer care (even with training)—and it’s ok. In luxury, this is especially important. More broadly, it’s a matter of calculating KPIs that directly correlate with sales—have so many cons against this approach.
The book was a funny thing, giving context. It also shows a lack of client understanding. The regional manager had to follow the entire process after it gained such traction to ensure it goes smoothly. I don't think there should have been a gift like any jewelry piece, except maybe a very basic model up to $1k. Otherwise, that might create a precedent, unwanted for the brand. But generally, a bouquet of flowers and a box of good sweets would be enough to somewhat soften the whole situation.
Beyond customer relations—the case has greatly affected the brand’s image. If you visit the its pages now, there are a ton of comments about tarnishing.
To the credit of the (ex-)client, she took the bracelet for an independent analysis and later shared results, as she had doubts about what the bracelet was made of. Even though it turned out that it is 18k gold, as stated by the brand, that does not negate the fact that not everyone will watch this video, nor will they form a positive impression of the service (the 1st video currently has 10mn+ views). The bracelet itself is one of the most recognizable models, aimed at many aspirational customers.
I browsed through various forums, and it turned out that such a problem of quick tarnishing had arisen with clients before—it just wasn’t voiced by influencers earlier.
What I would do further:
I wouldn’t let the issue run on its own. I don’t understand why luxury brands, one after the other, do this—pretend that nothing happened (just browse through my PR and communications analyses). An unresolved problem that is ignored will remain a problem and can play against you at the most inconvenient moment (it usually happens that way).
Provide a broad care guide and possible effects over time. When I say broad, I mean it.
Re-assess after-sale service. A 30-day window for return and an extended warranty period for replacement (of the item or separate parts), let’s say 90 days, reassures the customer that they can be sure about their item. Imagine if the shop just took this bracelet for a motif replacement; tell the customer that this is unlikely, and that they will investigate further.
Undoubtedly, such step may entail additional expenses. But they are nothing compared to what luxury brands spend on promotion, image, and illusion of exclusivity, top-notch experience, etc.
I have encountered so many reviews about Rimowa after-sales experience—they give a lifetime warranty and hassle-free replacement of damaged items—which I’m sure has given them so much more than any other marketing activity.
*I’ll write how much I like the visual storytelling of Van Cleef, offline and online, but not today.
I offer consultancy for luxury and fashion in client relations policy reassessment, as well as in PR and communications—ensuring a strategic and reputation-conscious approach. Details are here.
