1997 : Chanel Fine Jewelry boutique opens in the refurbished former H?tel Cressart on Place Vend?me. The house acquires high-end swimsuit and lingerie maker Eres. Paraffection subsidiary established. In coming years, it will acquire several renowned specialty firms including Lesage (embroidery), Lemari茅 (feathers and flowers), Massaro (shoes), Desrues (costume jewelry, buttons, chains), Guillet (fabric flowers), Goossens (gold- and silversmiths), and Michel (millinery). "So long as the house of Chanel exists, couture exists," Lagerfeld will tell Vanity Fair in 2009.

1984 : Launches a label under his own name. Tells Pandora Luxurye, "I've not been dreaming all my life to have my name over a shop. Now, we'll put it there because it's the right moment to do it; and I made this name, why not use it?"