It’s been a rollercoaster for the fine jewellery industry, with the slow return of weddings and the rise of sustainable options. Here, we speak with the director of jewellery brand Fairfax & Robert Irene Deutsch about blending their besopke service with history and how Covid changed consumer behaviour. Inside Retail: Fairfax & Roberts has a long, storied history dating from the 19th century. Are there any interesting stories about clients and the pieces the brand has created during its
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Irene Deutsch: Yes, being Australia’s oldest jeweller, we have many interesting stories to tell about Fairfax & Roberts and our clientele. A few of our highlights include:
In 1873, one of our early achievements (and a great source of pride to this day) was the design and production of the iconic tower timepiece that still marks Sydney’s Central Station. In 1879, a gold bracelet was presented to Lady Robinson, wife of the governor of New South Wales, with the following description, ‘Designed and manufactured by Messrs Lamb & Fairfax the original owner of Fairfax and Roberts’.
Over the years, Fairfax & Roberts became one of the most highly regarded jewellers and when the Prince of Wales visited Australia in 1927, we were asked to craft a sterling silver kangaroo pin to present to the future monarch.
IR: How has Fairfax & Roberts evolved since then and how has it remained relevant since then?
ID: From our earliest days as fine watchmakers, our uncompromising standards of craftsmanship and the timeless sophistication of our designs have defined our brand; some of those early clocks are still in existence and keeping time today.
Fairfax & Roberts has always had an in-house workshop, meaning our discerning clientele could have bespoke jewellery designed to their specifications and crafted by artisans on-site – a tradition the business continues to uphold today and what we believe sets us apart.
Everything we do centres around the customer and the majority of our designs are custom. This personal approach has allowed us to continue to service families through many generations. When designing our own collections, we are always conscious of creating something ‘modern’ with a nod to our history, providing beautiful and timeless pieces.
Our customer service is exemplary; customers return to us time and again as we always take the time to bring them on the journey of creating their special one-off piece.
Our commitment to designing integrity and innovation, coupled with highly skilled artisans, access to the world’s finest gems, and exemplary customer service, has ensured that Fairfax & Roberts has turned history and tradition into a path for the future.
IR: Tell me what the Fairfax & Roberts in-store experience is like (eg. the workroom, the showroom, etc).
ID: We believe the in-store experience at Fairfax & Roberts is unlike at any other jeweller. We take the time to educate our customers on all aspects of the piece of jewellery they enlist us to create. We source the finest stones for them from around the world and advise them on design. They have direct access to the jewellers in the workshop if required, and we can provide drawings of their pieces, to bring their idea to life before work begins. It is the personal touch and the resulting bespoke piece that our clients love. We will even send them images of their beautiful piece as it is being made, so they feel part of the process.
IR: How has Covid-19 affected the fine jewellery industry?
ID: As has been quite well publicised, the luxury industry as a whole performed incredibly well during the pandemic. People were not spending on travel, they were locked down at home perusing online and they felt like they deserved to spoil themselves or a loved one during what was a difficult time. We definitely saw increased demand during this time – particularly for special occasions and in gifting for birthdays and anniversaries. A lot of people decided to propose during that time, again I think ‘defiance’ spending – showing love and commitment during uncertain times.
IR: What are some of the interesting customer behaviours you’ve noticed in the last couple of years since the pandemic hit?
ID: At first, when we were in lockdown, it did make it difficult, as our customers usually like to touch and feel the pieces they are purchasing. However, what we did see emerge is that people wanted to purchase special gifts for loved ones that were imbued with meaning. For those who were celebrating a milestone birthday or anniversary, we found that people were buying an extra special gift – in lieu of having an event, or travelling overseas. Not just something of high value, they would include special meaning in their piece; for example, we had one customer purchase a bracelet for his wife with all of the birthstones of their grandchildren. A lot of customers who were spending a lot of time at home started researching their family history and had signet rings made with a family crest. There are many more examples like this and we just love making these amazing pieces in our workshop.
IR: What are some of the interesting trends in the fine jewellery industry that you’ve noticed?
ID: We have seen a lot more interest in colour and being adventurous. Clients will always want their diamond earrings and tennis bracelets; however, there has been increased interest in coloured gemstones, cocktail rings, yellow gold. People are prepared to have more fun with their jewels and take more risks, which is great to see.
IR: How would you describe the unique fine-jewellery customer experience? I imagine that it’s quite an intimate, emotional journey for customers. How does your team support them through that?
ID: As mentioned, we pride ourselves on the customer experience and the experience at Fairfax & Roberts is like no other. The clients will enter the store with an idea in mind and we help them create a bespoke piece that will provide enjoyment and meaning for a lifetime. This can mean a meeting with our in-house jewellers, sketches of the jewellery, even a 3D print of what they are looking to make, so they can visualise it. We often work with beautiful couples who are about to get married and are looking to design that special ring. Quite often they will include a feature on the ring that only they know about, such as an inscription or a special stone signifying their birthday. We also have a lot of people come into the showroom with jewellery they have inherited, which we can rework and make into something wearable for them without losing the meaning and uniqueness that comes with the piece – such as special stones that belonged to a treasured loved one. We love this part of our job, as we’re there with our clients celebrating their special events, which is such a treat for us. We feel so lucky and grateful to be able to do this every day.
