Asprey & Garrard, jeweler to the British royal family and maker of other luxury goods, plans to separate into two companies and open new stores around Europe and the United States.

The new companies will seek to boost their overseas profiles, opening at least 30 new stores in the coming years and reaching out to younger buyers who may have been put off by their blue-blooded image. They also plan to expand and refurbish stores in London and New York and develop a group of luxury brands.