Smith & Milton to pull off jewellery job

Soon-to-merge luxury jewellers Asprey and Garrard have appointed Smith & Milton Original to create their identity. The merged company, to be called Asprey and Garrard, goes live in September.

Soon-to-merge luxury jewellers Asprey and Garrard have appointed Smith & Milton Original to create their identity. The merged company, to be called Asprey and Garrard, goes live in September.

The group was appointed without a pitch. It created the existing Asprey identity (DW 14 June 1996). The new logo should be unveiled in about a month.

“It will retain the values of both organisations,” says a Smith & Milton spokesman.

Asprey currently has standalone branches in London, New York and Paris and three hotel boutiques in London, Los Angeles and New York. The other Asprey Group brands which include Mappin & Webb and Watches of Switzerland, will be sold.

Garrard has one outlet in London’s Regent Street, which will close later this month.

Diamonds group De Beers confirms it is to pilot three stores in conjunction with jewellers chain Boodle & Dunthorne.

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