FREYWILLE creates artistic precious fire enamel jewellery...
A very limited production in a manufactory at the original address in the centre of Vienna, where the company was founded in 1951, guarantees the highest quality standards in design and fabrication.
The original FREYWILLE style – a brand new style of enamel ornamentation and high quality fire enameling techniques – was created in the 1980’s by a team of young designers, goldsmiths and experts of fine enamelling. The key person in the creation of this new design,Simone Grünberger-Wille, remains a central figure in FREYWILLE’sdaily business.FREYWILLE is 100% privately owned and currently operates more than 100 boutiques worldwide with more than 550 employees in 35 countries covering four continents.
Artistic design is the focus of every piece of FREYWILLE jewellery. Each new collection is preceeded by continuous inspiration and original research in art history. Whether independently drawn collections or homage collections of world-renowned artists – each detail is the result of passionate design and careful research. The genesis of a new collection takes up to two years from the initial concepts and drafts to the launching.
FREYWILLE jewellery and accessories are created with an unmistakable profile, each of them being unique in its design yet still belonging most decidedly to the same stylistic family.Several collections take up immaterial and philosophical values, while others take inspiration from art-historical themes ranging from Greco-Roman art to contemporary art. For some collections the FREYWILLE artists have taken themes and motifs from the works of renowned European artists and given them contemporary artistic interpretation.
Every collection is unique in design and inspires loyal clients around the world. FREYWILLE continuously adds new designs to successful collections already launched. All FREYWILLE collections cover a broad variety of jewellery and accessories: earrings, pendants, bracelets, rings, jewellery watches, brooches, bags, 100% silk scarves, ties, pens, cufflinks, tie clips and writing instruments.
In 2013, FREYWILLE operates world wide with more than 100 boutiques, which are solely located in the most exclusive shopping districts. Whether on Madison Avenue, Rodeo Drive, Paris, Moscow, Piazza San Marco, or high end shopping malls in Bejing and Hong Kong, FREYWILLE boutiques are always beautifully presented in an atmosphere of art, culture and fine jewellery.
1.If you could describe FREYWILLE's corporate culture in three words what would you say?
Joy of life, creativity and – of course – love for art.
2.What are some things you would like to avoid in your work? Why?
I love my work and how we work at FREYWILLE, where every single person every single day contributes to our huge success. Therefore I cannot imagine FREYWILLE and my job as a CEO without this incredible power of team-work, where everyone is passionate about our products and our design.
3.In your opinion, what is the relation between marketing and sales points? How does marketing impact the sales points?
FREYWILLE is definitely a European luxury brand. Our headquarters are in the very same building in the center of Vienna, in which the company was founderd more than 60 years ago. Yet at the sam time we created a brand-new style of enamel ornamentation jewellery and high quality fire enameling techniques in the 1980ies and startet a highly successful internationalization. Today FREYWILLE operates 100 boutiques in 4 continents. Our clients love us, because they love the philosophical message we want to spread with our jewellery. No matter where our clients live, they love art as much as we do at FREYWILLE. As simple as it sounds, our beautiful products are the best marketing instruments we have.
4.What is more important: financial goals or corporate values?
At the end of the day we all have to pay our bills, right? In terms of financial goals I am of course very satisfied with our substantial success throughout so many different cultures. However, at least equally important to me is that this success is based on our emloyees' enthusiasm for our work and that they love to take part in spreading the FREYWILLE spirit all over the world.
5.How would you describe a FREYWILLE customer? In your opinion, what is the best way of building a relationship between a brand like FREYWILLE and customers?
Personally, I believe that art distracts us from everyday life. To live with art enables us to live in higher spheres and is a major quality of life. And this is the way our customers feel, too. They go through life with open eyes, they know how important it is to enjoy moments of pure happines and always be open minded for new things that may come their way. They appreciate that FREYWILLE is always true in its style and its' values – just like our clients.
6.FREYWILLE is present in Serbia for three years now – what are freywille's future goals and plans for the region?
We have many enthusiastic clients all over the world, so we are constantly expanding and planning to open more boutiques not just in Europe, but in the whole world. Nevertheless, we always attach importance to the exclusiveness of our locations. As capital of Serbia, Belgrad is wonderful and historically rich city attracting not only Serbians, but also people from all over the continent.
For us, the last years have been a very successful period. The Serbian people internalized the message we want to spread with our jewellery from the very first moment. Austria and Serbia are so close to each other – Vienna and Belgrad are only 600 kms apart. Maybe this is why we both have the same sense for beautiful things in life and know how to cherish them.
7.What are some the tendencies in the field of jewellery? What are FREYWILLE forecasts and comments for future trends?
Generally, we always set our focus on continuing our very own style and the creative work that accompanies it. Not only did we strenghthen our 18ct solid gold range but we also created novel forms and used new fine textiles, also in our men's collection. As one of the upcoming highlight our classic line will be extended by a new design callerd „Spirit of Africa“, which is our personal humanistic tribute to the African continent, where it all began: life and art.
Finally, this autumn you may enjoy more jewellry pieces bearing the Sphinx, the FREYWILLE emblem. As one of our enduring iconic design elements the sphinx stands for creativity, strength and beauty. You will love those styles, so stay tuned to our collections.
