A different kind of egg hunt

Sparked by the theft of a £2mn Fabergé egg from a handbag in a Soho pub, this unpacks why a maker of Victorian Easter eggs now collaborates with a whiskey firm, Rolls Royce and James Bond. Taylor's point is that individual 'gilded excess' has fallen out of favour with the very rich, who now prefer quiet luxury, but a corporate commission can be reframed as investment in heritage and craftsmanship, and every collaboration keeps Fabergé looking relevant. Useful for brand value, product differentiation and how luxury signalling shifts over time. It is a niche, short piece rather than a core resource, but it is accessible to all students and a good example of a firm protecting its brand equity.  Read here