Fabergé has launched an innovative website to support the launch of its first High Jewellery collection since 1917.

Each potential customer must register for a consultation to use the site, to recreate the level of interaction in a high-end boutique.

Sales advisers are available 24 hours a day and interact using telephone, video or live text conversation; and can present a personalised collection of products to customers via their web browser.

Fabergé chief executive Mark Dunhill said: “Other retailers have adapted to the way we are told the online shopping experience has to work. We wanted to turn this approach on its head by adapting the internet to meet our clients’ needs.”