Luxury veteran Chabi Nouri on Bonhams’ expansion in Asia and the luxury auction industry
Chabi Nouri, the newly minted global CEO of Bonhams, is charting a bold course through the luxury auction sector. With a CV packed with leadership roles at iconic maisons such as Cartier and Piaget, Nouri is no stranger to the luxe life. Yet it’s her fresh vision that’s set to redefine Bonhams’ story, especially with the unveiling of its sparkling new Asia-Pacific headquarters in Hong Kong.
As she sits down with Tatler to share her strategy, Nouri’s dialogue is less corporate decree and more passionate ode to the art of the deal. It’s clear that under her stewardship, Bonhams is in for some change.
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Tell us about the day you became the global CEO of Bonhams.
When I heard that I would actually embark on this amazing journey of being the CEO of such a wonderful house, which has been around for 230 years, it really touched me. I think I was with my family, and I was like, “Oh my God, this is actually happening.” It felt so good to have spent so many years in luxury manufacturing and retail, and now moving into another part of our world is fascinating. For me, it feels like closing a loop—moving from creating masterpieces to promoting and preserving them for future generations.
How has your experience with luxury brands influenced your leadership at Bonhams?
A clear common thread across my career has been client excellence and engagement. We always touch exceptional items, so that is a common thread. The quality of what we do is essential because without this quality and excellence, we wouldn’t have all of it.
I’ve always done 360 feedback: reverse mentoring. I talk a lot to people within the organisation. Throughout my career, I’ve learnt from every interaction—whether with colleagues, clients or the press. I’ve evolved into an open leader who loves to engage and exchange ideas. I also know that we cannot know everything, and it’s never a one-man or one-woman show—it’s a team show. That’s what I have learnt across my career, and now, after two months at Bonhams, I haven’t had to change my leadership style, and
I think it’s going to be very much in perfect alignment with the culture of the house.
What differences have you noticed since transitioning to the auction world?
Creativity, emotion and passion drive us all. The challenge here is how we keep the intrinsic value of these items while ensuring people understand their origins and craftsmanship. This is what maintains their value over time. What I love about this industry is our ability to talk about heritage stories and crafts related to these items while informing new generations about their significance.
What is the significance of Hong Kong being chosen for Bonhams’ Asia headquarters?
Hong Kong has been integral to Bonhams for many years due to its exceptional collectors and rich cultural heritage. It’s clear that Hong Kong and Asia are part of our growth strategy. Personally, I have a deep love for this region; I discovered it over 20 years ago. People here have an amazing taste for great things, making it a mature market that reflects what can become interesting items.
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If you were to curate an auction collection that tells a story, what theme would you choose?
I would choose unexpected or lesser-known items that highlight human creativity throughout history. There are so many cultural treasures from the past that remain unknown today. I would love to prepare something around these types of pieces.
How do you plan to foster diversity within Bonhams?
We are already a diverse company due to our global presence across various expertise areas. It’s important to have representation at all levels because diversity enriches our understanding of clients’ needs. I believe in continuous dialogue at all levels within the organisation to ensure everyone feels heard.
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