The front entrance to Faberge's new London boutique. The front entrance to Faberge's new London boutique.

Fabergé has returned to London with a standalone store – its first own-brand retail presence in the city for almost 100 years – with a space on Grafton street, home of fellow jewellers Stephen Webster and Garrard.

The new store has opened with a striking lilac façade, in place for the festive season, designed to evoke the guilloche and enamel techniques for which Fabergé is recognised in its egg and timepiece designs.

Fabergé’s managing and creative director, Katharina Flohr, said: “We are thrilled to open the doors to the first Fabergé boutique in London since 1915. This is an important moment for us and for Fabergé to continue Peter Carl Fabergé’s legacy of exquisite creations and outstanding craftsmanship.

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“Fabergé continues to attract a customer base of discerning devotees, seeking special personal possessions and gifts which illuminate the captivating world of Fabergé, linking past, present and future.”

The brand has also launched its jewellery and watch collections at Harrods in Knightsbridge and has secured a standalone space on Madison Avenue in New York.

The US store will open officially in spring 2012 but will host “by appointment” previews from the end of this month until December 30 2011.

The new locations will carry a number of Fabergé’s new collections including its Les Fabuleuses de Fabergé range, its Le Carnet Bal collection and the Solyanka Treasures.

There will also be Les Favorites de Fabergé - fine jewellery egg pendants, with a repertoire of around 60 different designs – and Fabergé Horlogerie’s fine watch collection of handmade men’s and women’s watches, as debuted at BaselWorld last March.