A&G

Garrard may have a long history as the Crown Jeweler, but it is doubtful that the Queen herself will be seen near the charm vending machine in the company's much-promoted new flagship store at 24 Albemarle Street in London. That's right. The preferred jeweler to the aristocrats has installed a charm vending machine that dispenses (by way of a £100 token) tiny baubles that can be collected and threaded onto a bracelet or necklace. This is but one change for this jeweler with 270 years of history that aims to hang onto its prestigious jeweler-to-the-Royals status as well as attracting a new clientele. If creative director Jade Jagger (daughter of rocker Mick) has her way, William and Harry will drop by, as well as rappers, rock stars and other hipsters with deep pockets. Garrard calls the new shop "classical and dreamlike" and likens it to the "home of a hedonist aristocrat in a Fellini film." Occupying two floors of an Edwardian building that was originally built for the company in 1911, the store, designed by up-and-coming designer Tom Bartlett, features a series of themed rooms bathed in natural light with splashes of raspberry, the jeweler's new signature color.

A rich and regal history

Started in 1722, Garrard soon became a favorite of the Royal family. In 1843, Queen Victoria created the title of Crown Jeweler, which carries with it the responsibility of taking care of the Crown Jewels housed in the Tower of London. Unless the Crown Jeweler is present, the jewels can't be moved or touched. When Prince Jefri Bolkiah (brother of the Sultan of Brunei) bought Garrard and luxury jeweler Asprey in 1995, he put the two brands together to form Asprey & Garrard. But in April of this year, it was decided that the two brands occupied different market niches so they were split, with Asprey to become what the company calls the "ultimate British luxury brand" and Garrard to be the classic but avant garde boutique.

The proof is in the pudding

Fresh off the success of designing her own acclaimed jewelry creations, Jade Jagger was recruited in 2000 to breathe youth into Asprey & Garrard's collections. Having overseen the creation two popular collections for the company, Jagger was promoted to creative director for Garrard when the two companies split. Graffiti is among the most talked about of the collections attributed to Jagger. The collection is simple but bold at the same time with rings that can be stacked one on top of the other. Block earrings covered completely in diamond pavé stand out but are not ostentatious. Also noteworthy is the Tablet collection with its white, yellow and rose gold rondelles that play with light when hanging from a necklace. The Swing collection furthers the idea of movement with rings, pendants and necklaces featuring channel-set gems poised on a hinge so that the pavé can seesaw back and forth. Among the more classic offerings is the Crown collection that weaves the "G" and crown symbols that were hallmarks of the company 100 years ago into ornamental jewelry pieces. The Knightrider collection plays on the theme of English heritage with charm-size pendants featuring symbolic images of England that can be worn on a yellow gold chain. Read More…