Fabergé: the Feel Good Factor
How did the brand face the pandemic?
We focused on people (both our team and our clients). This came first and everything else followed. We are living in turbulent times, with the COVID-19 outbreak still evolving. It is hard to predict what is going to happen in the future as we carefully navigate this unprecedented moment, but I feel hopeful for the long term. Right now is a time for global solidarity, for luxury brands to take time to think about our contributions to society that exceed far beyond the products we create. A phrase I have been particularly inspired by at this moment is from the motivational speaker Zig Ziglar: “We cannot tailor make situations in life, but we can tailor attitudes and values to fit these situations”. That’s what we are doing here at Fabergé to protect our valued customers, partners and employees as well as the wider global community.
What are the strategies you have taken?
I feel that in general, the pandemic has accelerated the shift towards digitalisation by around 5 years, so we’ve certainly put a lot of focus into this area of our business and will continue to do so. The pandemic seems to have made special moments, and honouring those we love with a special creation, even more important. Many people are under tremendous pressure for all sorts of reasons and creating a meaningful moment for oneself or a loved one has seemingly never been more important.
What are the most critical aspects for your brand to manage these times?
We continue to focus on creating extraordinary items of jewelry, watches and object d’art and offering our clients a first-class customer service. Our team’s, partners and clients’ wellbeing are of paramount importance to us and so we strive to be a responsible company and team of people that offer a positive impact on the world around us.
What is the Fabergé formula which has come out of these times?
We’ve become even closer as a team and we’ve very much taken an “in it together” approach to the challenges the pandemic has thrown our way. Going forward, and post pandemic, I believe we’re going to witness a much needed “feel good factor” (for every action there’s a reaction) and desire to celebrate life. This will invariably result in some retail therapy and unapologetic indulgence, whether that be in respect of treating oneself, a friend or a loved one. I think the notion to seize the moment, feel good, look good, enjoy life to the full and see it for what it is (a special gift) will shape what’s to come. Good times lay ahead!
Any upcoming project for the brand to be mentioned?
Unfortunately our upcoming projects are all highly confidential until such time as we’re ready to share them with the world - but what I can tell you, is that we’ll absolutely continue our quest of reinvesting luxury with a sense of wonder, anticipation and discovery. All our work is based on the pursuit of perfection.
How much does having a strong heritage help a brand to reach the public?
As far as heritage goes, it really doesn’t get any more captivating and intriguing than Fabergé’s and being part of a legacy, which dates back over a century, is special and a huge privilege. Fabergé has a rich, illustrious history that is unsurpassed and over the course of the last century, Fabergé creations have become the ultimate collector’s prize.
Being member of the Gemfields group, it also means to pay attention to sustainability.
Peter Carl Fabergé cared greatly about where and how jewels were sourced, so our modern-day relationship with Gemfields, a world leading supplier of responsibly sourced coloured gemstones, enables us to use the most beautiful Zambian emeralds and Mozambican rubies in our creations.
Federica Frosini, Editor in Chief VO+