Faberge Takes New Jewels Online

Published on 11/09/09

Ninety-two years after the assets of legendary Russian jeweler Peter Carl Fabergé were nationalized, Fabergé has launched a collection of 100 pieces of jewelry, including the alexandrite-, sapphhire- and tsarovite-studded Sadko Sea Horse Brooch, and the sapphire- and diamond-studded Poppy Ring. The price tags range from 40,000 euros to 7 million euros ($58,000 to $10 million) and the pieces are available through a Web site.

Fabergé Chief Executive Mark Dunhill said the company considered a number of options for selling the jewelry, including setting up stores across the world, but finally settled on the online route after a study revealed the big spenders it was targeting wanted to buy online. "High-spending individuals want a level of discretion," says Dunhill.