Alisa Moussaeiff, chief executive of the eponymous fine jewellery brand, is part of the Bond Street jewellery fraternity. Her store nestles between Harry Winston and Chanel Fine Jewellery, the London boutique is her flagship (she also has a concession at the Park Lane Hotel and the Hotel Kempinski in Geneva), and she deals predominantly in diamonds – coloured diamonds to be exact. And yet her knowledge of the home market seems surprisingly scant.
The reason is because 90 per cent of her clientele is international. And, given the recent turbulent times, it has worked to her advantage. While armed break-ins and a dismal downturn in luxury consumer spending – on diamonds in particular – have rocked her Bond Street peers, Ms Moussaieff, who has been in the business for almost 50 years, has been able to lean on a bedrock of faithful global consumers, who range from Asia to the south of France.
