For the first time, luxury goods and designer brand Asprey has opened its doors of their flagship store on New Bond Street, London, to ITV cameras in order for audiences to have a glimpse into the world of expensive and extravagant products. Hailed as the ‘epitome of British luxury goods’, Asprey has been the supplier of a great number of crowns, sceptres and coronets to the royal family since the reign of Queen Victoria and it is sure favourite among the aristocracy.
Queen Victoria granted a Royal Warrant to Asprey for the first time in 1862 and her son and heir, Edward VII, also granted one to the brand during his reign. While, most recently in 2013, Asprey was presented the Royal Warrant by the Prince of Wales.
During Inside Asprey: Luxury by Royal Appointment, viewers will be interested to see how the store prepares itself for ‘VIP’ guests, especially when one assistant announces to their team: “Remember, they’re royal family, so treat them with the utmost respect”.
Inside Asprey also illustrates to viewers the challenges that the Asprey sales assistants face when attempting to sell extortionately priced British goods to possible buyers; a gem-encrusted handbag will easily set you back £33,000 and many of the items for sale are handmade in the silversmith’s workshop above the shop. In relation to this, the documentary highlights the difficulties the traditional designer brand must tackle in order to make sales and appeal to the demands modern day buyers.
Asprey has always had strong connections with the royal family; in celebration of Her Majesty’s coronation in 1953 they produced the ‘Asprey Coronation Year Gold Collection’, which included a dessert, liqueur and coffee service made out of 18-carat gold.
Fans of Downton Abbey will be glad to hear Jim Carter’s infamous deep voice has been chosen to narrate the documentary in order to bring some insightful information and entertainment to the programme.
Inside Asprey: Luxury by Royal Appointment will be broadcasted on ITV at 9pm on Thursday 3rd July. The programme will be available to view online soon after. This episode was directed and produced by Kari Lia, and executively produced by Stuart Cabb.
Photo credit: Luca Mauri via photopin cc
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