LONDON — Geoffrey Lang has been named managing director of Asprey Group PLC.
The appointment is effective April 21. Lang will join the jewelry retailer and silversmith from the British company Liberty PLC, where he’s been group managing director of its Liberty Textiles and Branded Products divisions for the last 18 months. Prior to that, Lang was with Alfred Dunhill Ltd. for 17 years in positions that included general manager of the Japanese divisions based in Tokyo, managing director of Far Eastern operations based in Hong Kong and global marketing director based in London.
At Asprey, Lang succeeds Tim Cooper, who will take on another role at the company until he retires in 1998.
Lang will be responsible for Asprey’s stores in London, New York and Paris as well as any future Asprey boutiques worldwide. He reports to Ian Dahl, Asprey’s group chief executive.
Asprey is undergoing a major revamp following its acquisition by Prince Jefri Bolkiah of Brunei, the Sultan of Brunei’s younger brother, for about $385 million in November 1995. Lang’s appointment is one of several made recently to strengthen the company’s senior management team.
Barbara Snoad was named retail director of Asprey London in early March, from Cartier Ltd., where she’d been retail director since 1991. Maria Sealy joined Asprey as marketing director in late January from Clinique, where she was head of marketing in the U.K.

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