At Fabergé, collection launches are no longer bound by the rigid timelines of the past. Instead, the brand is now curating exclusive pieces that emerge from a fusion of inspiration, craftsmanship, and the perfect moment. Whether unveiling a one-of-a-kind creation at a surprise high-profile event, or introducing a limited-edition masterpiece inspired by a cultural milestone, Fabergé ensures that every launch feels like a revelation. Josina von dem Bussche-Kessell, Creative Director, Fabergé, talks about what prompted Faberge to go look occasions for collection launches.
Diamond World (DW): How does Fabergé strategically time its collection launches around key cultural moments, such as movie premieres and the Year of the Dragon, to maximize engagement and sales? Please share details of some of your most iconic collections.
Josina von dem Bussche-Kessell (JB) When it comes to collection launches, we have adopted an unusual approach, which is to not adhere to any pre-formulated collection launch schedule. The wider hard luxury industry is more prescriptive in this regard, and the fashion industry even more so. But we like being unique, and are probably a bit rebellious in that sense. We like doing things differently – this attitude is deeply connected to the spirit of Peter Carl Fabergé.
He did not stick to any rule book; in fact, he reinvented the rules to suit his character and spirit, and that is exactly what we do today. We let our creations evolve organically, refining them over time to be the best they can be. We believe this approach contributes to the timelessness of our creations, not rushing things, or adhering to imagined timelines. We have a very considered approach to all the pieces we create, ensuring there is a real purpose to every new addition.
Some of our most iconic pieces to date include those stemming from our partnerships with Tim Burton and Colleen Atwood, Game of Thrones, 007 and Rolls-Royce. These special creations offer avenues to add new dimensions to the Fabergé legacy. Our most recent Fabergé x 007 Goldfinger capsule collection was launched last year, in celebration of the 60th anniversary of the iconic Bond film Goldfinger (1964).
Last year also saw our collaboration with Warner Bros. Discovery Global Consumer Products to introduce the Fabergé x Beetlejuice Beetlejuice® fine jewellery collection. This collection pays homage to “Beetlejuice Beetlejuice”, the visually singular and long-awaited sequel to Tim Burton’s award-winning film Beetlejuice (1988).
DW: How do limited-edition pieces enhance the sense of urgency and exclusivity for customers? What impact does this have on sales during festive periods?
JB: During festive seasons, people are often looking for meaningful gifts for loved ones, or looking to treat themselves. Adding limited-edition items to our timeless collections tap into this mindset by offering something distinctive for the occasion, and commemorating a specific time or moment with a symbol or reference that will always remind them of it.
At Fabergé, we always produce in small quantities, but our limited editions are even smaller in quantities, sometimes only 10, or so, pieces will be available worldwide for a certain moment. We tend to create limited-edition creations of some of our smaller objects and partnership pieces, but have also created some wonderful seasonal editions.
For example our ‘Fabergé in Bloom’ ever-evolving collection of seasonal flowers and fauna echoes the renowned Fabergé flower studies, which were miniature ‘sculptures’ of flowers in vases made of precious materials. We go for small-scale production, focusing on high level craftsmanship and expertise; the more limited the supply, the more desirable our collections become. This not only builds excitement, but also reinforces customer loyalty by making our clients feel part of something bigger.
DW: What role do branding and marketing play in ensuring the success of these seasonal collections? How does Fabergé ensure its designs reach the right audience at the perfect time?
JB: Always embedded in authentic craftsmanship, and deeply rooted in preserving dying arts such as the art of enamelling, branding and marketing play a pivotal role in ensuring the success of collections, particularly limited-edition, or exclusive items.
In the case of our creations, effective strategies are crucial for amplifying the appeal of seasonal collections, and making sure the designs reach the right audience at the right time. Branding and marketing are not just about showcasing very special products — they are about speaking to a lifestyle, a story, and a piece of history.
DW: How does Fabergé balance the creation of unique, seasonal collections, while maintaining its signature timeless designs with year-round appeal?
JB: We balance the creation of unique, seasonal collections with our signature details, for example with features such as fluting, sunburst and guilloché enamelling, and finding new and exciting ways of showcasing Fabergé’s legendary creative DNA.
Fusing timeless designs with a sense of modernity (for example, by using vibrant colours, or adding fun details, such as cheeky little surprises inside our opening egg pendants), helps to maintain a delicate equilibrium between newness and tradition. As mentioned already, we do not launch new collections for the sake of it, and only introduce new pieces into our collections if we have a considered purpose, or story behind doing so.
DW: What strategies does Fabergé use to generate anticipation and excitement for upcoming collections before their official launch?
JB: We often use subtle teasers to build intrigue before a collection's official launch. These teasers may involve sharing cryptic visuals, hints, or videos that showcase just glimpses of the upcoming pieces.
This piques curiosity, with potential buyers eagerly speculating about what the piece/s will entail. Sharing glimpses into the creative process, or craftsmanship behind the collection also helps build excitement.
We often release videos or photos showing our incredible Workmasters, highlighting the skill and attention to detail that go into each handcrafted piece. This not only generates interest, but also reinforces the value and importance of our craftsmanship.
