Asprey premieres e-commerce jewellery site

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British jeweller says site reflects heritage of the brand.

Luxury British jewellery Asprey has launched its first e-commerce site ahead of Christmas, with its jewellery, silverware, leather goods and china and glass products available to shop online.

Asprey says the site will focus “on offering both a beautiful and functional online experience” with insight into events, the brand’s heritage and its craftsmanship techniques.

Asprey’s managing director Paddy Byng said: “This is an exciting move for Asprey into the digital area.
“We wanted to have a fully transactional site running ahead of Christmas to respond to the gifting needs of our customers. Next year will see us fully invest in growing the digital platform further.”

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The brand appointed Mike Burnett as e-commerce director in July. Burnett moved from a role at Smythson and is said to have brought “a wealth of expertise and knowledge” to the launch of the e-commerce site.

At present, Asprey has a Facebook fan page updated on a weekly basis with news and products information. Its new site includes a number of silver items, while the majority of jewellery products are diamond-set.

Gifts including pens, picture frames, tea sets, cocktail shakers, iPad covers and purses are also sold online.

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