By Sze Man Young
Translated by Elmo Wong
Sustaining a brand is no easy task, especially in an environment as competitive as the jewellery industry. Niessing though has been impressing jewellery lovers with its innovative designs for over a century.
Wedding rings count among the jewellery industry’s most important product categories. The small metal band may seem simple and effortless enough, but to seasoned German jewellery brand Niessing, it is a vessel of boundless creativity and technological advances. CEO Sandro Erl talked to JNA about Niessing’s design philosophy and its plans for the Asian market.
JNA: What factors have contributed to Niessing’s success over the years?
Sandro Erl: Success is only possible if you touch the hearts of consumers with your brand and products. Niessing developed a very strong design philosophy and brand identity. Our designs are unique and have become timeless classics. While maintaining the DNA of our brand, we also embrace evolution and innovation. Being authentic and keeping our long-term vision to be the leading international brand for contemporary jewellery are the keys to our success.
JNA: Please share some of the brand’s innovative achievements.
Erl: Niessing launched several groundbreaking designs over the last 140 years. The most iconic one is the world-famous Niessing Ring, also called the tension ring. This embodies everything our brand is about: Simplicity in design, perfection in quality and a very innovative technique. The Niessing Ring is recognised as one of the most famous jewellery designs – a timeless classic for design lovers.
This year, we launched the new Niessing Mirage Collection. A fascinating play of illusions and a vision of weightlessness in gold or platinum, it won the renowned Red Dot Design Award: Best of the Best 2017. When armed with insights on the inspiration behind specific pieces, Niessing designs are a wonderful journey into contemporary jewellery design.
JNA: What services can you offer in your
Erl: Personalisation is an important element of our brand. Customers can personalise their jewellery piece by selecting one of the exciting and unique Niessing gold colours and the finishing. In addition, several items can be customised with a personal engraving that makes the jewellery piece truly unique. Each item is tailormade in our workshops in Germany and delivered to the outlets.
JNA: Niessing is firmly established in Europe. What made you decide to bring the brand
Erl: Our retail stores in Europe and Japan enjoy strong demand from Asian customers, especially millennials who look for unique and authentic brands like Niessing. We feel that Niessing fills the gap for contemporary jewellery in Asia and brings a new generation of jewellery to Asian markets.
JNA: What are your plans for the region?
Erl: The global market for bridal jewellery is on a growth trajectory and so is Niessing. Given these circumstances, we will target the market not just in Europe but also in Asia. Niessing plans to grow through two channels. We intend to open additional monobrand stores in Southeast Asia and Hong Kong to strengthen the brand and reach out to Asian consumers. We will also collaborate with leading retailers in the region to have a wider but very selective and exclusive distribution.