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.
