FreyWille’s fine art–inspired fire-enamel fashions are staples among European collectors, and its iconic bangles will soon be tempting Americans as well: The 65-year-old Viennese jewelry company aims to break into the U.S. market with its debut at JCK Las Vegas 2017. The brand, known for 24k gold-plated brass, was founded by artist Michaela Frey in 1951; after the founder’s death in 1980, partner and current CEO Dr. Friedrich Wille stepped in full time along with creative director Simone Grünberger-Wille to evolve the firm. The art of masters like Monet and Klimt have dominated FreyWille’s aesthetic, and the myriad brand boutiques that dot major European cities have helped cement its popularity. A newer karat-gold line with diamonds and enamel is available now for fine jewelry stores.
Regardless of line preference, all FreyWille collectors share a love of art and individuality, according to Dr. Wille. “Our most important value is our artistic design,” he explained to JCK in a lunchtime meeting this fall. “Emotions lead you to buy jewelry for a lifetime, and we have found that the women who buy our jewelry develop strong attachments.”
Starting retail price: $395 in 24k gold-plated brass with fire enamel on steel plates and $845 in 18k gold
Accounts: 300 worldwide, including Diamond Dream Jewelry & Apparel in Bernardsville, N.J., and Landreau Joaillier in Nantes, France
Trade fairs: JCK Las Vegas
Retailer buy-in: $20,000
Contact: FreyWille, New York City; 800-801-4094 ext. 5; official.partner@freywille.com; freywille.com
Luna Piena pendant necklace in 24k gold-plated brass and fire enamel, $820
Donna bangle from the Ultimate Kiss Collection in 24k gold-plated brass and fire enamel, $1,045
Tango ring in 18k gold with fire enamel, $2,320
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