Product details

This is part of a case series. Faberge became the leading luxury jewellery business in the world in the late 19th and early 20th Century; it was closed in 1917 as a consequence of the Russian Revolution. The most renowned pieces were the 50 Imperial Eggs which became valuable collectors' pieces and were effectively ‘re-popularised’ towards the end of the 20th Century. The actual brand, meanwhile, had been linked to a range of other (unrelated) products, most notably Faberge Brut After Shave - but in 2007 a Venture Capital business based in London bought back the brand and set about resurrecting the business as a producer of jewellery and luxury watches. A major challenge was re-establishing both the recognition and reputation of the name with their target market. The new owners had acquired a 'great name' and they planned to make some ‘great products’ - but this required serious (further) investment and opening a viable route to market. There was opportunity but there was also risk. This was, then, in reality a new start-up, albeit it one with significant investment. Faberge Case 2 (in a series of 4) is a conceptual case looking forward from early 2008 when the new owners have acquired the Faberge brand and must now come up with a realistic and compelling business model for re-launching the business, taking into account the financial, marketing and organisational challenges.