Russia doesn't want to give up luxury: now Cartier jewelry arrives through Kazakhstan

Russia refuses to give up luxury: Cartier jewelry now arrives through Kazakhstan Russian authorities have continued to access high-end goods despite international sanctions imposed following the invasion of Ukraine in 2022. According to an investigation published by the independent online magazine Mediapart, Cartier jewelry continues to reach Russian markets through Kazakhstan, raising questions about the effectiveness of Western sanctions and the ability of luxury brands to control product distribution in a globally connected economy. The closure of the Russian market was officially declared by Cartier on March 3, 2022, shortly after the invasion. In response, the European Union and Switzerland introduced economic sanctions that included restrictions on the export of luxury goods to Russia. For the French luxury group Richemont, which owns Cartier, this meant the closure of its historic flagship store on Petrovka Street in Moscow and the suspension of all business activities within the country. Officially, high-end watches and jewelry, symbols of the Cartier brand, were supposed to disappear from the Russian market along with other European exports. However, data suggests that these products continue to enter Russia through alternative routes. Customs records compiled by Mediapart initially support this disruption. Between 2021 and 2023, imports of jewelry from France into Russia dropped by 91 percent, while imports from the United Kingdom and Switzerland fell by 99.6 percent and 99.8 percent respectively. Direct imports of Cartier products also nearly vanished, declining from $50.6 million in 2021 to just over $5,500 in 2023, primarily for repair parts. These figures suggest a dramatic reduction in official trade channels. However, the investigation reveals a new route: Kazakhstan. As a member of the Eurasian Economic Union alongside Russia, Kazakhstan allows goods to flow freely without internal customs checks. According to Mediapart, imports of Richemont products into Kazakhstan increased dramatically, rising from zero in 2021 to $23 million in 2022 and approaching $47 million by 2025. This figure closely matches the pre-war levels of Russian imports of Cartier products, suggesting a possible circumvention of sanctions. When contacted by Mediapart, Richemont reiterated that it had halted all exports and sales to Russia since March 2022 and denied any notion of bypassing sanctions. It did not comment on the rise in exports to Kazakhstan. A key player in this supply chain appears to be the Cartier boutique in Almaty, the largest city in Kazakhstan. The store, which reopened in 2025 after a complete renovation, has seen a sharp increase in sales. According to the investigation, sales at the Almaty branch more than quadrupled since 2019, reaching approximately €50 million in 2025. These results are strikingly close to those achieved by the prestigious boutique on the Champs-Élysées in Paris, even though the latter is significantly larger and more established. Such growth is difficult to explain solely by local economic conditions, especially given that the average monthly salary in Almaty was around €1,100 during the same period. The investigation further highlights the role played by former employees of the Russian Cartier branch. Yulia Goryachkina, a former sales representative at the Moscow store, reportedly continued to promote Cartier products through a Telegram channel named “Yulia Cartier.” She advertised rings, necklaces, and other items, seemingly catering to Russian customers who still seek access to luxury goods. This informal network appears to be one of several ways through which Russian consumers continue to obtain Cartier products despite official bans. As the situation evolves, the question remains whether such indirect methods represent a systemic flaw in the enforcement of sanctions or simply an adaptation to the realities of a globalized market. With the Russian market still showing signs of demand for luxury goods, the challenge for international regulators will be to ensure that such loopholes do not undermine the intended impact of economic measures.