New business loans jewellery to members, with add-on styling service.
Lulu’s Estate Jewellery, said to be the world’s first private members’ club for jewellery, has launched in the UK, allowing members to borrow fine jewellery no matter the occasion.
The business is the braindchild of former JP Morgan investment bankers Desiree Fixler and Ian Wilson, with Fixler previously launching Subrosa Exchange, offering members a chance to buy and sell new and vintage jewellery through an online platform.
Lulu’s Estate Jewellery was debuted in London last week during a champagne reception at Ruski’s Tavern, welcoming guests including TV presenter Laura Whitmore and Lady Natasha Rufus Isaacs.
For an annual fee starting at £500, members of Lulu’s Estate can borrow fine and luxury designs priced up to £25,000 a piece for special occasions or for daily wear, with a door-to-door styling service also available. Only 200 memberships will be available.
The business is part of a fourth generation family company that is already well established in New York. The collection available includes heritage pieces and refurbished designs from the Art Deco era through to the 1970s, as well as contemporary pieces from Cartier, Tiffany and Rolex.
Wilson and Fixler have also been joined by model and Fashion TV presenter Noelle Reno, who has partnered with them to provide expert advice on fashion and industry trends.
A statement released by the club says it has already attracted high levels of interest from a diverse range of users including "the fashion forward aspirational set, time-strapped professionals, overseas visitors and of jewellery lovers in general".
The company also leant jewellery to Laura Whitmore, model Jade Parfitt and presenter and model Zara Martin during London Fashion Week in September.
Fixler said: “The club is based on the principle of luxury shared consumption. Consumers are more discerning these days, demanding more value and maximum utility from every purchase."
The top tier membership, which includes home visits from a celebrity stylist, costs £5,000 per year, providing £300,000 worth of Lulu’s jewellery, the equivalent of over £600,000 at retail prices.
Reno said: “Having been involved with Zandra Rhodes I have a clear understanding of the power of unique pieces, while as a presenter with Fashion TV I’m more than aware of the importance of value-focused products. The club is in the rare position to satisfy all these trends."