Faberge buckles under pressure for bigger stones

Faberge relaunched in September and is positioning itself as a luxury jeweller. (Photo by Cate Gillon/Getty Images)

Jeweller creates more conventional line after customer feedback.

Fabergé has gone back to the drawing board after its initial mosaic-style jewellery collection failed to inspire its customers, and will now work on a more conventional collection.

The luxury company has shifted its design direction after listening to customer feedback on its initial mosaic-style artistic collection. The initial designs, created by French boutique jeweller Frederic Zaavy, featured hundreds, or even thousands, of tiny stones on each piece to create a mosaic effect, but customers demanded bigger diamonds.

The second collection is currently being manufactured and will hit the market in the next couple of months, priced at between US$40,000 and US$7 million (£25,980 and £4.5 million). Fabergé has declined to reveal how many of the 132 pieces have been pre-sold, but said sales have been made all over the world.

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Brian Gilbertson, chairman of private equity firm Pallinghurst Resources that owns about half of Fabergé, told reiters: "The second collection is slightly more conventional. If you walk up the street and look in the windows, it would be closer to that.

"We’ve had feedback from some parts that, these are amazing pieces, but I want that big diamond stuck in it like my mother had’. You really need to get into that area too, classic pieces like tennis bracelets with diamonds or diamond earrings."

Fabergé relaunched last September and is positioning itself alongside major jewellers such as Bulgari, Tiffany and Cartier.

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