The launch of a new , created by IBM, marks a significant departure for the brand as it dispenses with the network of boutiques it traditionally uses in a move that will save millions.
Fabergé said that, by employing 24 online sales assistants, it can offer the same level of human interaction normally only found in a traditional high-end boutique.
The advisors will provide one-to-one advice and guidance by live conversation text, telephone or video consultation. The sales advisor can also guide clients securely through the interactive world of Fabergé via the customer's own screen.
As the sales advisors build relationships with customers, they will be able to place new or alternative products directly onto customers' screens based on personal preferences and interests. Customers can browse the jewellery from every angle in minute detail online
The website will also sell the brand's first collection of jewellery pieces designed in-house for 90 years - with pieces ranging from £26,000 to £7m exclusively on its website and a single shop in Geneva.
Mark Dunhill, Fabergé's CEO said: "Other retailers have adapted to the way we are told the online shopping experience has to work. We wanted to turn this approach on its head by adapting the internet to meet our clients' needs.
"When we started on this journey we realised we were setting IBM an enormous challenge. In fact we felt we might be asking them to do the impossible, however they achieved everything we wanted of them."
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