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The collection features silver baby gifts such as the spoon, an eggcup, tooth box and picture frame. For older children and adults, there are pendants and rings made from gold and micropavé diamonds, all featuring curving snakes.
Prices for the top-end pieces have yet to be confirmed and include diamond, black diamond and emerald pavé rings; bracelets; earrings, men’s cuff links, and dress studs. Jolie wore one of the serpent bracelets from the collection to the BAFTA Awards in London in February.
The collaboration is a major boost for Asprey, which is rebuilding its business and polishing its image under new chairman John Rigas, whose Sciens Capital Management purchased the brand with Plainfield Asset Management in 2006.
Together with chief executive officer Robert Procop, Rigas has narrowed Asprey’s product offering and put a fresh focus on bridal and high-end jewelry. The two have also rehired many of the silver, jewelry and leather craftsmen who had worked for Asprey in the past, and put a new emphasis on the bespoke rooms in the store. Today, clients can commission work and have a say in the design of bespoke objects.
Asprey has also tapped Bruce Hoeksema, the former president of Valentino USA and founder and designer of the VBH accessories label, to design a line of luxury handbags for the brand.
“Our aim has been to narrow and refocus the brand, which had gone down-market in terms of quality,” Rigas told WWD last month. “We want to improve it and give it back to its [traditional] clientele.”
According to Rigas, jewelry makes up more than 50 percent of Asprey’s sales, followed by leather and silver, which generate about 15 percent, and watches, which account for 12 percent. The rest comes from products such as silks, china and vintage books.
Asprey has sales of about $35 million annually, according to Rigas, who hopes to increase sales by 50 percent “within the next two years,” and double them in three to five years.