Fabergé, the renowned jewellery brand famous for its opulent egg-shaped creations, is making significant strides in its expansion efforts in Asia. The brand recently unveiled its second collection developed in collaboration with the cult HBO TV series Game of Thrones, solidifying its presence in the region. Fabergé’s main focus is on mainland China and Hong Kong as it targets these markets for growth.
To bolster its presence in Asia, Fabergé has taken strategic steps, such as opening a store inside the SKP Mall in Beijing at the end of last year. Just two weeks ago, Fabergé also launched a new boutique within the MGM Cotai casino resort in Macau. These expansions are part of Fabergé’s larger plan to tap into the growing market demand in Asia.
While Fabergé products are predominantly sold in Europe, the brand has also experienced strong growth in the USA and the Middle East. The UK remains a significant market for Fabergé, while Italy and Germany have seen a surge in brand awareness. In addition to physical stores, Fabergé has found success in e-commerce, serving customers worldwide through its online shop. Key markets for online sales include the UK, USA, and Germany.
Fabergé has also expanded its wholesale channel, increasing the number of international distributors from 100 to approximately 140 since last year. This expansion is helping the brand reach a global customer base and contributing to its overall growth.
At the recent Vicenzaoro jewelry and goldsmithery trade show, Fabergé unveiled its second collaboration with Game of Thrones. The limited-edition line, named “Dragon,” draws inspiration from Queen Daenerys Targaryen and features three unique earring models matched with a necklace. The collection incorporates design elements and colors emblematic of House Targaryen, such as red and black.
The first collaboration between Fabergé and Game of Thrones resulted in a one-of-a-kind Fabergé egg, a hallmark object of the brand. This egg was sold to a US collector for €2.2 million during the design phase. The collaboration involved Fabergé designer Liisa Tallgren, Game of Thrones costume designer Michele Clapton, and the brand’s creative director Josina von dem Bussche-Kessell.
Fabergé, originally founded in St. Petersburg, Russia, in 1842 by Carl Gustav Fabergé, served as the official supplier to the Imperial Court of Russia from 1885 to 1916. Following the October Revolution, the brand’s operations ceased, and the Fabergé Paris brand closed down in 2001. However, in 1937, the Fabergé trademark was registered in the USA by Russian-born American businessman Samuel M. Rubin, who established a cosmetics company called Fabergé Inc.
Throughout its history, Fabergé has undergone various corporate changes and ownership transitions, ultimately becoming the property of British investment fund Pallinghurst in 2007. Pallinghurst consolidated the two Fabergé brands into a single entity and entrusted the business to its subsidiary, London gem producer Gemfields, in 2013. Gemfields took on the production and commercialization of Fabergé jewels.
The presence of Fabergé at the Vicenzaoro show in January 2023 celebrated the brand’s 10th anniversary since its relaunch, marking a significant milestone in its history. Gemfields, listed on the London and Johannesburg stock exchanges, experienced substantial financial growth in fiscal 2022. The company’s revenue nearly doubled to $193 million, representing a 99% increase from the previous year. Furthermore, EBITDA rose by 141% to $104.8 million, and net cash flow reached $86.5 million, a growth of over 100% year-on-year.
With its continued expansion in Asia, successful collaborations, and strong financial performance, Fabergé is positioning itself as a dynamic player in the luxury jewellery industry. Its rich heritage, impeccable craftsmanship, and innovative designs continue to captivate consumers worldwide.
For more information on Fabergé and its collections, visit their official website (http://www.faberge.com).
To explore the latest updates from Game of Thrones and Fabergé collaboration, visit Fabergé’s Game of Thrones collection page (http://www.faberge.com/gameofthrones).
