In the contemporary era of the Experience Economy, the value proposition of luxury jewelry has shifted significantly from the mere possession of precious materials to the consumption of meaningful emotional experiences. While Positive Design frameworks emphasize the role of products in fostering subjective well-being, there remains a paucity of empirical research investigating how specific design languages translate into distinct emotional responses within the high jewelry sector. This study addresses this gap by conducting a comparative analysis of two divergent design paradigms: the structural, geometric approach of Cartier versus the organic, narrative-driven approach of Van Cleef & Arpels. The primary objective was to deconstruct the emotional profiles of these brands to understand how physical attributes such as symmetry, line fluidity, and thematic inspiration influence the spectrum of positive emotions experienced by experts.

The research employed a quantitative, descriptive-analytical design with a within-subject approach. To ensure high validity, the study utilized an Expert Evaluation Panel comprising 35 professional jewelry designers and academic specialists, selected via purposive sampling. The data collection instrument was a standardized questionnaire based on Desmet’s (2012) 25 Positive Emotions framework, validated with a Cronbach’s alpha greater than 0.70. To control for confounding variables such as vintage value or fashion trends, two contemporaneous high jewelry collections released in 2021-2022 were selected as visual stimuli: Cartier’s "Sixième Sens" (representing the abstract/geometric paradigm) and VCA’s "Sous les étoiles" (representing the cosmic/organic paradigm). Participants evaluated five representative pieces from each collection. Data were analyzed using SPSS software (v.26). Given the strong internal correlation between the scores assigned to both brands (r=0.802, p<.001), a Paired Samples t-test was utilized to determine statistical significance.

The statistical analysis revealed a highly significant difference in the emotional impact of the two design languages (t(34)=−4.65, p<.001). Van Cleef & Arpels achieved a significantly higher mean emotional arousal score (M=5.39, SD=0.86) compared to Cartier (M=4.97, SD=0.84). Beyond the aggregate scores, the qualitative analysis of the emotional profiles highlighted a fundamental dichotomy in user experience. VCA, through its use of asymmetrical balance, fluid lines, and deep color gradients, predominantly activated self-transcendent and dynamic emotions. The top-ranking emotions for VCA included Energetic, Inspired, and Dreamy, suggesting that its narrative design strategy transports the viewer to a state of wonder and vitality. Conversely, Cartier’s reliance on high contrast, explicit symmetry, and architectural forms primarily elicited ego-focused emotions such as Confidence, Pride, and Courage. An unexpected finding was that VCA also scored highest on Confidence (M=6.07), suggesting that for a specialized audience, artistic uniqueness and technical complexity may serve as a more potent source of assurance than traditional symbols of power.

This study empirically confirms that design aesthetics serve as a semiotic code that directs the user's emotional journey. The findings suggest a dualism in jewelry design: Geometry translates to Authority, while Organic Narrative translates to Vitality. These results offer strategic insights for designers and brand managers, particularly in developing markets, demonstrating that moving beyond formal imitation to emotional engineering can significantly enhance the perceived value and psychological resonance of luxury products.