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.”

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.