Symphony of colours - Mingling art into everyday life with Viennese enamel Jewelry

For many women, it would not be an understatement to say that dressing well is as much a lifestyle choice as it is an art. And the details that go into an outfit are what make sophisticated dressers stand out from the crowd. And one of the best ways for a style maker to set his or herself apart is to accessorise with unique, one-ofa-kind items that will make them stand out from the masses.

This is exactly the kind of person Viennese jeweller FREYWILLE has in mind when creating the brand’s art-inspired jewelry and accessories. With a passion for the extraordinary, the brand is noted for its exquisite artisanship and its traditional enamelling techniques. As FREYWILLE’s CEO Dr. Friedrich Wille explains, it is its passion for the arts and a love for refinement that inspire the brand to create its colourful collection of trinkets and gems.

The brand was founded in 1951 and last year they have been celebrating their 60th anniversary, bringing reformation to the company that was founded on the principles of hand crafting wearable art in the finest enamel.

And over the years, the brand continues to perfect this distinctive style and strives to remain true to its identity. “FREYWILLE is a very special brand,” says Dr. Wille. “Of course we keep track of the jewelry world, but to us it is more important to stay true to our philosophy and style, which is unique and artistically precious like no other luxury brand.”

Its iconic appeal and artistry, says the CEO, is exactly why clients keep coming back for more of its wearable art pieces. “We use enamel as our canvas. FREYWILLE was born with the idea of creating wearable pieces of art. During our long history we developed important links to famous artist’s foundations, such as Gustav Klimt, Hundertwasser, Alphonse Mucha and Claude Monet who actively approached us and allowed us to create designs inspired by those great artist’s masterpieces.”

These artistic collaborations are especially interesting because it allows these artists’ works to be showcased through a different and highly specialized medium- enamel. “We treat our production as an old craft. Since 1951, all our handmade jewelry pieces are produced in our artistic workshop in Vienna where each single piece underlies the controlling hands of our goldsmith and masters of enameling.”

Tradition is a large part of the brand’s success, but it is its pioneering spirit that keeps it thriving. “Our academically trained design team is also composing their own artworks, images inspired by ancient cultures, important architecture but also abstract themes such as feelings of love passion and joy.”

Described by Dr. Wille as ‘non-traditional’, the brand designs with women who wish to make a statement in mind. “Different collections appeal to a certain character, culture or age group. Some of our customers collect all pieces of one collection. Others mix and match our collections according to their style and mood.”

And with the success of its women’s accessories, the brand also branched out to include pieces for men with its range of ties, pens, cufflinks and belts. This, says Dr. Wille, is an effort to offer more choices for the fashion-conscious male consumer. “Globally, men started to pay more attention to the details of their outfits.”

Happily positioning itself as a niche jewelry brand, the CEO says they have no plans to venture beyond jewelry and accessories. And it is with good reason FREYWILLE remains focused and dedicated fully to its craft. “It takes a very long time to design a new product shape in enamel. We will never become a brand that expands on a huge set of products, as the very nature of enamel production is too elaborate for that. However, we keep our mind open. If an interesting idea comes to our mind, we are always willing to explore it.”

FAST FACTS

• 1950s : Folkloric designed enamel Jewelry

• 1960s : Created a collection for Harrods, decorated with Swarovski Crystal

• 1970s : Formed an association with YSL

• 1980s : Royal bangle, Egyptian Collection

• 1990s : Diva bangle, “Hommage à Claude Monet”, Iris collection

• 2000-07 : Halfmoon pendant, “Hommage à Hundertwasser”, Spiral of Life collection

• 2008: Diva bangle, “Ode to Joy of Life,” Heavenly Joy collection

• 2011: Luna Piena pendant “Hommage à Gustav Klimt”, Hope collection

• 2012: “Floral Symphony” Collection, “The Spirit of Africa” Collection, 18k solid gold Daisy ring, Gold-plated Waterdrop pendant