After two years of planning, Fabergé , the brand famous for its ornately jeweled eggs, has presented its first jewelry collection in 92 years.

The collection uses hundreds or thousands of tiny gems on each piece to create mosaic effects on rings, brooches, earrings and necklaces.

The collection was designed by Parisian artist-jeweler Frederic Zaavy in collaboration with Faberge Creative Director Katharina Flohr.

Together, the team was charged with generating a contemporary expression of Peter Carl Faberge’s spirit, ethos and values.

Pieces in the collection–inspired by founder Peter Carl Faberge’s artistry and craftsmanship–start at a retail price of $30,000, with an average price tag of $200,000.

The pieces will not be available through third-party retailers but will be sold via the online flagship store with the support of a single Faberge retail store in Geneva.

The privately-held group is aiming to break into the competitive luxury goods market with limited investment during a downturn and eventually challenge giants like Bulgari, Tiffany and Cartier .

“We decided to be bold. We saw this as a massive opportunity,” Chief Executive Mark Dunhill said at a launch on Wednesday.

It will save millions of dollars of investment by eschewing the traditional mode of selling at strings of luxury boutiques and initially will have only one shop in Geneva.

“You’re taking a very big risk if you are building a network of stores,” said Dunhill, former president of Alfred Dunhill. “We are embarking on a pioneering business model.”

Faberge wants to break into a sector that is seeing a deep slump overall, but where top names are still spending huge amounts to attract the rich.

Faberge is hoping the wealthy who want an exclusive experience will embrace its website as a starting point, before personally being shown a brooch or ring.

Dunhill said a survey of millionaires showed 95 percent made their last purchase on the Web.

Source: Reuters