I can see why companies might want to step away from the traditional look of how haute joaillerie is advertised - but promoting expensive jewellery using basic aesthetics doesn't feel convincingly 'modern', it often just seems half-hearted.
In order to carry off these types of pieces, the jewellery and the wearer have to be on the same level, in terms of sheer visual presence.
But Chanel currently seems obsessed with all things girlish, even when the end result is like the sight of a child wearing their mother's shoes.