Last month, we revealed that the part owners of Faberge, Pallinghurst Resources, have returned to profit. Now we read the newly revived jewellery brand will be producing a collection of more conventional jewellery.Brian Gilbertson, Chairman of private equity firm Pallinghurst Resources that owns about half of Faberge, said in a National Post article, “The second collection is slightly more conventional. If you walk up the street and look in the windows, it would be closer to that.”
Gilbertson declined to say how many of the initial collection of 132 pieces have been sold, but said there have been sales throughout the world.
Interesting points to note in this article is that Faberge’s strategic brand renewal has both modern and vintage, a.k.a. retro, elements. For instance, in the vintage Faberge corner, we have the trunk shows "where the company's namesake Peter Carl Faberge operated by setting up in a top hotel and inviting clients to view his works." And, in the modern e-commerce corner, we have Faberge’s worldwide online boutique, which aims to lure the wealthy to its website then consummate sales with private showings. We’ll keep watching and waiting to see if this strategy works.
Image courtesy of the National Post.
