It is certainly a joy to wander around Asprey’s flagship store on New Bond Street marvelling at the sheer size of the gemstones and the intricate attention to detail which goes into the various ranges on show. But the true magic happens in the warren-like upper floors of the iconic London building, which I had the opportunity to explore in the run up to the launch of the collection. This is where the craftsmen have worked for over 150 years- and where they still work today. It is here, using the same traditional methods which have been used throughout the store’s 200 year history, that the personally inspired and researched designs of Angelina Jolie and Brad Pitt have been created.
The collection undeniably has Jolie stamped all over it, with her obsession with snakes being well publicised, particularly in her life pre-Pitt when she was well known for some slightly eccentric qualities; she spent days ‘getting to know’ the snakes before filming with them in Alexander in 2004, and for a time was renowned for wearing a phial of her husband’s blood round her neck. Some of the gemstones also hold serious significance for her, notably the rubies from Cambodia, from where she adopted her eldest son Maddox. Robert Procop, CEO of Asprey, assures me however that Pitt, despite his apparent back seat in the designs, was also an eager participant in the process and that his ideas certainly play a role in the finished collection. Apparently the whole Jolie-Pitt clan enjoy wearing the collection, which includes Cambodian style anklets, pendants designed specially for children and even a small silver spoon and egg cup.
The net profits of all sales from the collection will be donated to the Charity Education Partnership for Children of Conflict (EPCC), a charity close to both Jolie and Pitt’s hearts which Angelina co-founded. In fact, the initial idea for this collection stemmed from the couple’s desire to create gifts for these children innocently affected by conflict. The high profile collaboration will therefore lead to some serious donations taking place; one wonders if, given that charity was the key motivation behind the initiation of this collection, a less expensive and exclusive version of the collection will eventually emerge, so that we can all try our hand at looking like Brangelina.
Only 10 of each item are being produced in this seriously limited edition range, but Procop hopes that the collaboration will continue, perhaps long into the future, as is often the case with Asprey collections. New items are already in the pipeline but official details will be kept firmly under wraps until plans have been finalised. Prices start from GPB 315 for the silver spoon.
The collection, which was launched on November 17th, can be viewed at Asprey’s flagship store, 167 New Bond Street, London or at www.asprey.com
