When Kiera Knightley, the spokesperson
for Asprey, wore Bulgari to the Oscars, rumors began to swirl that the English luxury jeweler had hit hard times.
According to this article in the Times, Donald Trump knew before that, when the jeweler changed the look of their
distinctive purple bags. Either way, Apsrey has lost a bit of sparkle lately, recently pulling out of a $1million lease
at Trump Tower. Edgar Bronfman Jr,a Warner Music chief executive, and three other shareholders lost their
investment of about $500 million in Asprey.The retailer seemed to be on a roll in recent years, bringing in Jade Jagger
and splashing out on big ads in major fashion mags. But the losses didn't scare off Sciens Capital, a New York
private-equity firm, and the American hedge fund Plainfield Asset Management who will invest $80million-$100million in
the company. What will it take to get Asprey back in the spotlight? They've already tried the luxe store route
and the celebrity ad campaign, maybe some movie placement ala Chopard?