Wellendorff focuses on creating meaningful and timeless jewellery pieces
Christoph Wellendorff, managing director of the German luxury jeweller, says the company philosophy ensures genuine quality
We already have well-established boutiques in Germany, North America and Japan. Hence, it makes sense for us to not only focus on the markets that we are already in, but to also open a little bit more in the Greater China market. Now we have a boutique in Beijing and two in Hong Kong.
Secondly, the behaviour of Chinese consumers is also changing. In the past, they were really into status and flashy brands, while we are more of a sophisticated, discreet brand. But an increasing number of Chinese consumers now understand the values of our brand and how our jewellery is made. They like that we take the finest in materials, people and skills, and we create the finest jewellery. This seems to appeal to them more and more.
Our family motto and company philosophy is wahre werte, which translates [from German] to "genuine values".
We make meaningful jewellery. We are a German brand based in Pforzheim, and we are known for precision, quality and durability. Every piece of Wellendorff jewellery and all its parts are created and handmade in our Pforzheim manufactory and it has to pass stringent quality checks before it receives the coveted seal of quality: a W crowned with a diamond. We also tell our customers that they will get lifetime enjoyment because all our jewellery is guaranteed for life. On top of that, the value and intrinsic beauty of our jewellery are more than just design and craftsmanship. Most of our customers buy our jewellery to commemorate and celebrate something or someone, so there is an emotional dimension which extends beyond price.
The anticorruption drive has not affected us, because people don't buy our jewellery for gifting purposes. In fact, most of our boutiques are doing well and recording growth. I believe husbands still want to buy jewellery for their wives because of love and affection, and successful career women want to buy it to reward themselves.
I see more people investing in things that last, such as art, jewellery and antiquities, which may even appreciate in value in the future. As such, our jewellery appeals to these connoisseurs because they indicate the wearer appreciates the timelessness. Good and exciting innovations come because of love and emotions, and as long as these inspire us, we will continue to create jewellery that people will want regardless of the economic situation.