Few names shine as brightly as Cartier in the luxury world. For over 170 years, the French maison has been synonymous with exquisite jewellery, watches, and accessories that captivate the imagination and stand the test of time. At the helm of Cartier’s operations in the Middle East, India, Africa, and Türkiye is Sophie Doireau, a leader whose 16-year journey with the company is a testament to passion, perseverance, and the power of embracing new challenges.
Doireau’s ascent through the ranks of Cartier is a story of dedication and adaptability. “Sixteen years ago, I started first at Cartier’s HQ, where I worked on developing new products that are launched at a worldwide level,” she recalls. Those early years at the company’s headquarters provided a solid foundation, but Doireau’s ambitions stretched beyond the confines of Paris.
“I was really willing to experience the market as we call it for Cartier,” she explains. “I was super interested by the Middle East and so I relocated to Dubai to take over the position of Marketing and Communications Director for four years in charge of this region.”
This move to Dubai would prove to be a pivotal moment in Doireau’s career, setting her on a path that would lead to her current role as CEO. The Middle East, with its rich culture and rapidly evolving luxury market, presented both challenges and opportunities. “This region has evolved so much,” she notes, reflecting on the changes she’s witnessed over the years.
Her time in Dubai wasn’t just about adapting to a new market – it was about building something entirely new. “I built the UAE subsidiary for Cartier, which was brand new, so we had to create everything from the P&L to the team,” Doireau explains. This experience of creating a business unit from the ground up would prove invaluable in her future leadership roles.
Three years ago, Doireau reached the pinnacle of her career thus far, taking on the role of CEO for Cartier’s operations in the Middle East, India, Africa, and Türkiye. It’s a position that encompasses a vast and diverse region, presenting unique challenges and opportunities. “I’m passionate about Cartier, I’m passionate about jewellery, and I’m passionate about this region,” she enthuses.
This passion is evident in the way Doireau speaks about her adopted home in the Middle East. “We live in a country that thinks about things, about the future, what will happen in 30 years, what will happen in 50 years,” she says, highlighting the forward-thinking mentality that has come to define places like Dubai and Abu Dhabi. “This long-term vision I really think is incredibly motivating and inspiring for all of us. It shaped me in a way as a leader.”
The region’s dynamism and potential for growth have been a perfect match for Doireau’s entrepreneurial spirit. “I like the fact as well that we are in a region that is in a way, is emerging in terms of our business,” she explains. “I have lots of things to do in implementing new subsidiaries, creating teams, building businesses.”
This ability to adapt and grow in different markets have been crucial to Cartier’s success in the region. Doireau points out the contrasts between more established markets like Dubai and emerging ones like Saudi Arabia, where Cartier created a subsidiary just six years ago. “We are in different levels of maturity, we need to adapt, we need to understand our clients,” she explains. “From an Indian clientele to Emirati clientele, it’s completely different. So you really need to try to understand and to see what are the different tastes, what are the different moments of celebration.”
This cultural sensitivity and adaptability are not just modern business strategies – they’re deeply rooted in Cartier’s DNA. Doireau recounts the story of Louis Cartier, grandson of the company’s founder, who embarked on a three-month journey through the Gulf and India in 1912. “He really wanted to understand and to find the best pearls,” she explains. “At the beginning he came for the pearls, he spent three months during his trip between Dubai, Bahrain and India, and he came back with much more than that, and especially inspiration from Islamic art that is still very, very present today in our creations.”
This interplay between cultures and the creation of beauty is at the heart of Cartier’s philosophy, according to Doireau. “We love bridging and creating bonds between cultures,” she says. “And it’s really something that I think is dear to me as a person and working for Cartier I found that.”
The universal language
When asked about the role that jewellery and watches can play in bridging cultures, Doireau’s response is passionate and thoughtful. “We sell products that in a way we need as we speak about beauty.”
For Doireau, this focus on beauty is far more than just aesthetics – it’s a universal language that transcends cultural boundaries. “It really is this link that we want to create between the different cultures through jewellery,” she says. “It’s super powerful because we speak about beauty. For me, this is a universal language that you can speak wherever you are, whatever background you have.”
This commitment to beauty and cultural exchange was exemplified in a recent exhibition at the Louvre Abu Dhabi, which showcased the historic influence Islamic art has had on Cartier’s creations.
“It was all about beauty and there was nothing to sell,” Doireau explains. “It was just pieces from the past. We had around 400 pieces showcased to represent the influence and the beauty of Islamic art in our work at Cartier and in so many other fields.”
Women empowerment
As the first woman to hold her current position at Cartier in the region, Doireau is acutely aware of the importance of female empowerment in the business world. “I think it was a chance for me to be a woman in this position. I was appointed by a man, the president of Cartier, and I think it was a super smart bet,” she reflects. “We sell mostly jewellery and watches, and of course we have lots of collections for men, but the biggest part of our business is for women. So having a woman handling the business on our product makes sense.”
Doireau’s position as a female leader in a traditionally male-dominated industry has allowed her to make meaningful connections, and her commitment to women’s empowerment extends far beyond her own career. She speaks with pride about Cartier’s involvement in the Women’s Pavilion at Expo 2020 Dubai, a project that brought together the public sector, private sector, and cultural institutions to highlight the achievements of women and promote gender equality.
“It was so meaningful because in fact it was a collaboration between public sector, private sector and institutions, and on top of that we brought lots of artists to be even more meaningful and to humanise the topic,” she explains.
“It shows that you can have an impact. Of course, my main job is to do business, this is a prerequisite, and we are here to do business, but at the same time, you can work on so many processes that are impactful.”
This collaborative approach to addressing social issues is something Doireau believes is crucial. “I think it’s critical. I think it’s a way to make a difference,” she says of public-private partnerships. “This women’s empowerment issue is everywhere, at different levels in different ways. But I think it’s not only problems of governments. Not at all. It’s also what companies are doing through individuals also.”
Cartier’s commitment to gender equality is reflected in its own workforce statistics. “Today, more than 50 percent of the people working at Cartier are women,” Doireau reports. “More than 50 percent of managers at Cartier are women, and when we speak about the Middle East, its 60 percent.”
This represents a significant shift from when Doireau first arrived in Dubai. “When I arrived in Dubai, I was the only one within the executive committee to be a woman. And now 10 years later we are half-half in the executive committee.”
Reaching for perfection
Doireau also took time to reflect on the importance of work-life balance and time management in her demanding role. “It’s a permanent challenge,” she admits. “I think this is the most difficult part – time management and trying to prioritise. You can’t be an efficient CEO, you can’t be a good mum, you can’t be a good wife. Trying to find the equation between these three worlds is not easy.”
Her approach is refreshingly realistic. “You’re not perfect, and nobody’s perfect. So don’t try to reach perfection. It will never happen,” she advises. Instead, she focuses on impact, both at work and in her personal life. “I really prefer to have half an hour of super qualitative time with my kids,” she explains, sharing an anecdote about bringing her daughter to a photo shoot to help her understand her mother’s work.
This focus on prioritisation extends to her business strategy as well. “I don’t want to do everything at the same time because I will fail,” she states. “I prefer to do one thing in the best way instead of 10 things that I do halfway and I’m not happy with.”
When asked about essential leadership qualities, Doireau emphasises humility and teamwork. “A good leader is somebody who’s humble, down to earth, knowing that he or she is nothing without a team,” she asserts.
She also values challenging the status quo and thinking outside the box, traits she admires in the visionary leadership of the UAE and other countries in the region.
Authenticity is another key aspect of her leadership style. “Be yourself. Don’t try to play a game,” she advises. “For me, Sophie at home is Sophie at work and is Sophie with friends. I don’t try to create a person that is different.”
Doireau also acknowledges the challenges of leadership, particularly when it comes to making tough decisions. “The most challenging part of my job is the human part,” she reveals. “Sometimes your choices can be tough, but you know that it’s a right decision to make.” To navigate these challenges, she emphasises the importance of collaborative decision-making while ultimately taking responsibility for the final choice.
Excellence is everywhere
For young women and entrepreneurs looking to pursue a career in the luxury industry or broader business community, Doireau’s advice is enthusiastic and empowering. “Go for it,” she urges. “This sector is incredible. You meet incredible people, creation and craftsmanship are at the centre of everything we do. Excellence is everywhere.”
She particularly encourages women to be ambitious and self-confident. “Don’t be your own barrier,” she advises, recounting how her own career advancement was aided by men who believed in her and supported her in breaking through the glass ceiling. “Be flexible,” she adds, noting how her willingness to seize unexpected opportunities has shaped her career path.
It’s clear that Doireau’s journey with Cartier is far from over. Her passion for the brand, her region, and the art of leadership continues to drive her forward. In her role at the intersection of luxury, culture, and business, only time will tell what she will bring to the table next.