Fabergé, the historic brand world-renowned for its jeweled eggs, is going back to its roots and relaunching with the unveiling of its first high-jewelry collection since 1917.
|The "Sadko Sea Horse Brooch" from Faberge|
Pieces in the collection—inspired by founder Peter Carl Fabergé’s artistry and craftsmanship—start at a retail price of $30,000, with an average price tag of $200,000.
The collection was designed by Parisian artist-jeweler Frederic Zaavy in collaboration with Fabergé Creative Director Katharina Flohr. Together, the team was charged with generating a contemporary expression of Peter Carl Fabergé’s spirit, ethos and values.
The pieces will not be available through third-party retailers but will be sold via an online flagship store, Faberge.com, with the support of a single Fabergé retail store in Geneva.
The site is now live and is supported by a team of multi-lingual sales advisors, available 24 hours a day, seven days a week, and ready to discuss clients’ requirements through video consultation, telephone or live text conversation.
In January 2007, specialist investment firm Pallinghurst Resources bought the portfolio of Faberge trademarks from Unilever with the aim of restoring Fabergé as one of the most desirable names in luxury.
The company said in a media release that its choice of the online store comprises a cost effective and secure platform for global distribution. The site is also imbued with a strong sense of both modernity and the original style of Peter Carl Fabergé.
Clients viewing the high-jewelry collection online can examine each jewel in minute detail, seeing the pieces from every angle. They can also choose to visit the store in Geneva or make a private appointment in the city of their choice to view the piece in person. Once selected, the jewel will be hand-delivered by the sales advisor, at a time and place to suit the client.
"Fabergé is setting new standards for the luxury industry, challenging conventions which have traditionally meant that the client is confined to the rules and rituals, opening hours and geographical locations of luxury brands," Fabergé Chief Executive Officer Mark Dunhill said in the release. "Faberge.com offers the client the ultimate in personal choice, convenience and flexibility with absolute transparency throughout the buying process. At every stage, the client directs proceedings and drives the relationship to suit his or her own pace and style."
During the next two years, Fabergé will continue to focus on high jewelry and jeweled objets d’art, the company said. Faberge then plans to expand into class fine jewelry and high horology.
The House of Fabergé closed its doors in 1917 in the face of the Russian Revolution. The family lost the rights to the brand in 1951, and the Faberge name was later used to promote fragrance and cosmetics. In 2007, when Pallinghurst acquired the Fabergé trademarks, Peter Carl Fabergé’s two surviving great granddaughters were brought back into the company and the Fabergé Heritage Council was formed to safeguard the legacy of the family name.
"Faberge is an outstanding example of a once neglected asset, which, given a vision and adequate funding, is now destined for greatness," Pallinghurst Chairman Brian Gilbertson said in the release.