Entrepreneurship in the blood

It was a legacy that couldn’t be ignored. Despite thoughts of other careers and successful experiences in top international brands, Alexandra Zarcate took her place in Bijoux Burma, the jewelry house, based in Paris and specialized in lab-grown gemstones, bought by her great-grandfather back in 1956 and now led by her father as CEO. A place she earned without shortcuts but after independently building herself a solid foundation.

During high school it was decision time with Alexandra undecided between a path towards a specialization in cardiology or in management. “But entrepreneurship and my family business is in my blood and so management was the chosen path in the end,” she recalls.

After a bachelor in management at ESSEC, her journey took her to Bocconi for an MSc in International Management. “A choice driven by the fact it is one of the top schools for the field of Luxury. And with my background, I also particularly enjoyed the courses on family business. And looking forward, I did my thesis on luxury family businesses and the next generations and how to sustain the brand.”

After graduation, the decision not to rush into the family business but to continue to gain valuable experience at top international brands – an experience began already during her studies with internships that included stints at Chanel in New York, at L’Oreal and at Tiffany. “My grandfather didn’t understand why I had not already joined the family business but I didn’t want to be just parachuted in. I wanted to arrive with the right baggage of experience and expertise - also in other sectors such as cosmetics and to see different challenges a multinational brand can have compared to a family business. Even from one of my first more humble experience as a sales assistant I learnt so much.”

And thus follows an experience of two years as Commercial Manager at Parfums Christian Dior in London. An experience which she feels rounds off her acquisition of skills and knowledge to take up her place in the family business, which she does in 2017 with the role of artistic director which she has held since. “I handle the design of the new jewelry collections and also all aspects related to brand image, such as communications and social media. And then like in all family businesses you end up dealing with a bit of everything and no day is ever the same!”

Reflecting on her career, Alexandra notes a positive shift in the luxury sector’s gender dynamics. “Back in 2008 when I started taking my first steps, top management was predominantly male but things have changed for the better. The culture has changed but there are still improvements to be made.

And advice for young female students? “Know what you want, stay true to your values and have passion for what you do– this in particular will really drive you. And sometimes, in the rush of your career, you can lose your focus, so take a pause and write down your vision and objectives. That clarity will help you stay on track.”