Asprey London – the British jeweller, silverware and luxury goods house, its book, and its perfume

Dear readers, in the world of colors, purple is deeply associated with dignity, grandeur, luxury, and nobility, to a certain extent, it also symbolizes mystery and creativity. Purple has a long history linked to royalty and rarity, as it was originally produced from murex shellfish-based Tyrian purple dye during the Bronze Age, a dye that was difficult and extremely expensive to create, only royalty, rulers, or the wealthiest could afford to wear it. From the soft and elegant iris to the deep and elusive amethyst, purple can be found in various forms of delicate and exquisitely crafted products such as leather goods, jewellery, and crystalware. While purple may not be a typical color for summer, it remains one of my favorites, and it is also the signature color of the prestigious British jeweller, silverware, and luxury goods house, Asprey London. This household name may not be familiar to those outside the UK, however, its refined silverware, jewellery, luxury home goods, and leather products have been renowned and sought after by the sophisticated elite and affluent, including British royalty, for more than a century; in addition, its historical association with classic menswear and perfume has intrigued me a lot. Given my recent blogs reigniting my interest in British menswear, the art of living, and heritage, let me take you down memory lane today, to rediscover the beauty of this prestigious and sophisticated British luxury house.

Photo source: Pinterest

Photo source: Pinterest

Founded in 1781, Asprey began as a silk printing business established by Mr. William Asprey, a descendant of a Huguenot family who fled France during Louis XIV's reign, in Mitcham, Surrey. The business soon evolved, becoming known for its luxury goods, first dressing cases, then expanding to leather goods, silverware, jewellery, home accessories, books, and more. The flourishing business enabled Asprey to establish a presence in London. In 1841, William’s elder son, Charles, entered into partnership with a stationer on Bond Street, and by 1847, the family had moved to 167 New Bond Street. With their superb quality and craftsmanship, particularly in dressing cases, the brand attracted some of the most sophisticated and prestigious customers who aspired to travel in style and appreciate fine workmanship. Asprey’s success led to the flourishing of multiple product categories within the house, not only did they hire skilled silversmiths, jewellers, and watchmakers, in 1888, Asprey also acquired the French jewellery maison Leuchars & Sons, gaining expertise from goldsmiths, engravers, and enamellers, further elevating their prestige and position in the jewellery and silverware sector. Their cigarette cases became collectibles among young, tasteful, and sophisticated clients, who also appreciated the house’s other contemporary products such as travel clocks and delicate stationery.

Photo source: Pinterest

Photo source: Pinterest

Throughout its history, the house of Asprey has had an inseparable relationship with royalty; this can be traced back to 1860, when they received their first Royal Warrant for leather cases. In 1862, Queen Victoria granted the house a Royal Warrant for their traveling trunks, and in 1940, King George VI presented Asprey with a Royal Warrant for jewellery. The house’s jewellery has long been a favorite of the British Royal Family, including the late Queen Elizabeth II, Princess Margaret, and the late Princess Diana. One particularly noteworthy story is the five-strand natural pearl necklace with a diamond-set Art Deco clasp, purchased by Queen Mary in 1948 as a gift for Princess Margaret’s 18th birthday, this exquisite piece was featured in portraits by Sir Cecil Beaton. The enchantment of Asprey’s jewellery continues to captivate royalty today, with exquisite pieces worn by the present Princess of Wales in her elegant and polished outfits.

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Since the 1970s, Asprey has undergone various stages of business acquisition. One of the most interesting periods I recall is when they acquired the renowned British jeweller, Garrard & Co., in 1998, leading to the house being renamed as “Asprey & Garrard” until their separation in 2002. This was around the time I first became acquainted with the Asprey brand and its fashion collection, which was then under the creative direction of one of my favorite designers, the British-Cypriot, Mr. Hussein Chalayan. Though his tenure from 2001 to 2004 was brief, his innovative revamp breathed new life into this historic luxury house and captured my attention, showcasing Asprey’s eagerness to develop into a modern and fashionable British luxury brand synonymous with prestige, English heritage, and style.

With its shining prestige, deep English heritage in silverware and jewellery craftsmanship, and timeless English classics with a touch of modern fashion influence, I had longed to visit Asprey London’s legendary New Bond Street flagship boutique. During a work trip to London in 2007, I finally fulfilled this wish and visited their flagship for the very first (and only) time; I still remember the spectacular two-story glass façade framed by slender white neo-classical columns, with the house’s signature deep purple flags fluttering above the entrance, a breathtaking display of grandeur and English elegance. Inside, the simplistic and soothing atmosphere, designed by the renowned London-based architecture firm, Foster & Partners, combined the minimal classic style, sleek modernity, and understated luxury chic within one space. The heritage and classic Englishness of the house were reflected in warm neutral tones, contrasted by clean-lined fixtures, vitrines, and the flagship’s iconic and prominent spiral staircase, creating a comforting and luxurious shopping atmosphere.

My photo taken in front of Asprey London's New Bond Street flagship in 2007

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As a style enthusiast in refined menswear, my focus was naturally the menswear department, and I was glad to see a selection of classic, timeless haberdashery pieces available in their London flagship boutique, these timeless clothing pieces are suitable for English countryside attire and activities. Even before my visit, I regularly received their sophisticated seasonal catalogues, allowing me to browse the entire Asprey London collection, from silverware and timepieces to leather goods and menswear. The one memento I acquired during that visit was a fine linen long-sleeve shirt in celestial blue and white stripes, which I rarely wear but still keep to this day. Besides this little souvenir, I was eager to explore their renowned jewellery and leather goods collections, but another item that topped my list, is their signature fragrance - “Purple Water.”

My first encounter with Asprey London’s “Purple Water” dates back to my discovery of the fashion collection designed by Hussein Chalayan around 2001. After receiving my first seasonal catalogue, I was amazed and thrilled to learn that this British luxury house had created a fragrance! The bottle and packaging alone captivated me, a simple cylindrical flacon with horizontal etched lines encircling it, adorned with an understated purple label that echoes the classic engine-turn pattern and pays homage to the house’s signature color, contrasted by a sleek, glossy silver cap. This bottle of perfume was once the fragrance I craved most. With the help from my English colleague back then, I finally obtained my first bottle of “Purple Water” during a work trip, asking him to purchase it in London and then repaying him when we met at a work conference in Germany. I still remember the thrill of unboxing this perfume in my hotel room right after receiving it; I was so exhilarated that I wore the fragrance to bed that very night.

Asprey London’s “Purple Water” is classified as an eau de cologne and is a unisex fragrance launched around 2000. This citrus and aromatic scent opens with uplifting and euphoric notes of Amalfi lemon and mandarin orange, evolving into soft and zesty florals including African orange flower, ginger, and basil, before drying down to musky, aromatic notes of vetiver, musk, and pepper. Unlike the traditional, old-timey English perfumes I anticipated, whether the masculine barbershop aftershave fougère or the sharp, heavy florals like lily of the valley or talcum powder, this perfume is a modern interpretation of English classicism and elegance, exuding understated nobility and deep heritage from a reputed aristocratic family. While the scent doesn’t last long (well, it’s a cologne anyway), its English sophistication left a deep impression on me. It’s an ideal perfume for spring or transitional seasons, such as spring to summer or summer to autumn. The lightness of the perfume is undeniably elegant and classy; I can picture an impeccably dressed Englishman in a well-tailored ivory three-piece suit, paired with polished brown and white Oxford brogues, strolling in front of his grand English manor on a sunny day. The glitzy Fitzgerald elegance, combined with profound encyclopedic chic and suave English gentlemanly demeanor, makes this perfume exude timeless and quintessential English nobility and elegance, telling the story of an esteemed luxury jeweller’s history, and the intangible majestic flair that is associated with royalty and prestige. Though I have long since used up the perfume and regretfully discarded the empty bottle during a home move, all I have left now is the small shopping bag that once held this elegant perfume, which helps me recall the olfactory memory I once cherished.

Sometimes, destiny brings surprises when you least expect them. After the name Asprey London had sunk in my mind for quite some time, fate intervened a couple of weeks ago when I came across a vintage book by chance, and finally acquired it after making some efforts, which it inspired me to write this blog. The book, titled “Asprey of Bond Street, 1781–1981”, was written by English art historian and author, Mr. Bevis Hillier, and published by Quartet Books Limited in 1981. This delicate vintage volume was created to celebrate Asprey’s 200th anniversary; printed in England, it documents the legacy of this British luxury house, from the original Founder and the Asprey family history to their glamorous and esteemed clientele, from British nobility to royalty.

It also archives their historic products, detailing how the house evolved into the 1980s as a classic British luxury brand representing quintessential English elegance and artistic heritage, and reflecting the house’s association with luxury lifestyle and the art of living. For those interested in Asprey’s behind-the-scenes, the book offers rare historic photographs of skilled craftsmen in the workshop, as well as retail spaces and displays from a century ago. Although the photographs are monochrome, the book remains a precious record of this British luxury house’s rich heritage and bygone glamour.

If you are also a fan or collector of Asprey’s products, you’ll be pleased to know that, besides their London flagship, the brand also has multiple boutiques throughout the US and Japan. While the original New Bond Street flagship is no longer there, Asprey has moved to a new address at 36 Bruton Street, featuring a modern, innovative interior design that enhances the luxury experience. While I may not be revisiting London any time soon, stopping by the new Asprey London flagship will be high on my to-do list if I ever return, if only to purchase a new bottle of “Purple Water,” allowing its majestic English elegance to linger with me all day, recapturing the memories I once had of the house and the noble opulence of their signature purple color.

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https://www.asprey.com/