LONDON--(BUSINESS WIRE)--Fabergé, the world’s most iconic jeweller, is relaunching with the unveiling of its first High Jewellery collection since 1917.

Pieces in the new collection start at a retail price of USD 30,000, with an average price of USD 200,000. Distribution is through a pioneering online flagship store at www.faberge.com, supported by a single retail store in Geneva.

The historic brand, made famous by the work of Peter Carl Fabergé, was acquired by specialist investment firm Pallinghurst Resources, which bought the portfolio of trademarks from Unilever in January 2007 with the aim of restoring Fabergé as one of the most desirable names in luxury.

Free of any commitment to third party retailers, Fabergé will interact directly with its clientele through its unique online store, which comprises a cost effective and secure platform for global distribution. Delivered by IBM, www.faberge.com is now live and is supported by a team of multi-lingual sales advisors, available 24-hours a day, seven days a week, ready to discuss clients’ requirements either through video consultation, telephone or live text conversation.

The site, imbued with a strong sense of Peter Carl Fabergé’s original style and modernity, perfectly replicates the High Jewellery purchasing experience which, until today, has been confined to a traditional retail environment. Clients can explore the High Jewellery collection and can examine each jewel in minute detail online, seeing the piece from every angle. They can 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 Fabergé jewel will be hand-delivered by the sales advisor, at a time and place to suit the client.

Fabergé Chief Executive Officer Mark Dunhill, formerly President of Alfred Dunhill Ltd, says: “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. 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.

Mark Dunhill comments: “The High Jewellery creations resonate with Peter Carl Fabergé’s heritage in craft, individuality and innovative design, elevating jewellery into works of art. Quality and lasting value is more important than ever right now. When the economy drops, real luxury comes back. People tend to approach their special purchases in a more discerning and discreet manner.”

In 2008, Fabergé selected talented Parisian artist-jeweller Frederic Zaavy to collaborate under the creative direction of Katharina Flohr, Fabergé Creative Director, on an inaugural High Jewellery collection, aimed at generating a contemporary expression of Peter Carl Fabergé’s spirit, ethos and values. The new collection is inspired by Fabergé’s unrivalled artistry and craftsmanship, his dedication to perfection and continual innovation.

The House of Fabergé, which was famed for its extraordinary jewellery craftsmanship including the famous Imperial Easter eggs, was forced to close in 1917 in the face of the Russian Revolution. The family lost the rights to the brand in 1951 and the Fabergé name was later used to promote fragrance and cosmetics. This changed in 2007 when Pallinghurst acquired the trademarks and 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.

Tatiana Fabergé, author and acclaimed Fabergé scholar now living in Switzerland, is a part of the revitalised company. She says, “I’ve dreamt of this moment for decades. It has been my life’s ambition to restore the unsurpassed standards of design and workmanship that characterised my great grandfather’s treasures.”

During the next two years, Fabergé will continue to focus on exceptional High Jewellery and jewelled objets d’art, aimed at attracting an elite customer base of discerning devotees, and blazing a trail of design, craftsmanship and innovation at the pinnacle of luxury. From here, Fabergé plans to expand into Classic Fine Jewellery and High Horology, while further product categories, to be announced in due course, will extend the brand and illuminate the captivating world of Fabergé, linking past, present and future.

Brian Gilbertson, Chairman of Pallinghurst, says, “Fabergé is an outstanding example of a once neglected asset, which, given a vision and adequate funding, is now destined for greatness.”

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