The Royal Ballet secures brace of luxury brand partnerships - Licensing.biz

The Royal Ballet secures brace of luxury brand partnerships

Deals secured with Boodles jewellery house and skin specialist Gazelli.
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The Royal Ballet has secured a brace of luxury brand partnerships - with Boodles and Gazelli.

The collaboration between the British fine jewellery house Boodles and The Royal Ballet - which comprises both a sponsorship and licence agreement - has resulted in the creation of a collection called 'Pas de Deux: Inspired by The Royal Ballet'.

A launch event at The Savoy Hotel also included an exhibition of fine art photography by Charlie Dailey, documenting the inspiration from behind the scenes and the dancers themselves, together with the evolution of the collection from initial sketches to fine jewellery.

Meanwhile, Gazelli founder Jamila Askarova approached The Royal Ballet to work with a number of dancers from the Company who have been receiving individually tailored skin treatments.

Gazelli guests have also enjoyed behind the scenes tours and activity with The Royal Ballet.

Chief executive, Alex Beard, commented: "Working in partnership with other companies is becoming increasingly important for us. We operate on a model of mixed funding, but with the pressure on our government subsidy, we do rely more and more on collaborations such as these, as well as the generosity of our Friends of Covent Garden, patrons, philanthropists and corporate supporters."

Audi, BP, Coutts, Rolex and Deloitte also have relationships with the Royal Opera House.

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