Once again this year, the 300-year-old manufactory shows that it knows how to combine royal tradition and modern luxury in an elegant manner, and will surprise trade fair visitors in Basel with its new collections “my little Mystery” and “Bridal Collection.” Following the positive reception the company enjoyed across the world for its “1739 Royal Blossom Collection” last year, Meissen® Joaillerie is now taking another step forward.
The “my little Mystery” collection has the usual elegant and high-quality style typical of Meissen®, but also has the feel of “discreet European luxury” – more emotional, more sensuous and less playful but still clearly feminine. The rings, earrings, bracelets and pendants in the three “my little Mystery” product lines “Diamond”, “Glamour” and “Jewels” use a mix of diamonds and white or rose gold with pastel-coloured gemstones made from Meissen® Porcelain. ‘The collection is a seamless extension of our creations. With our modern designs and attractive prices, we want to continue rejuvenating our brand,’ explains Meissen® CEO Dr Christian Kurtzke.
With the “Bridal Collection,” Meissen® is tapping into a completely new jewellery segment. The collection comprises engagement and wedding rings which interpret famous Meissen® creations such as the “Crossed Swords”, “Royal Crowns” and “Royal Blossom Collection” in a contemporary way.
This approach is not just about incorporating the values and the 300-year history of Meissen®, but also about creating a complete brand world: ‘I don’t think there is any other major international German jewellery brand positioned in this important market. Customers who buy rings from us can now also design their service and create a wedding list with us – no other brand offers this,’ explains Christian Kurtzke.
For the new image campaign, Meissen® Joaillerie recruited the same top team it used last year: in the New York artists’ district of Greenwich Village and in a light and airy loft in the West End, star photographer Matthew Brookes shot images of Portuguese-British top model Sharam Diniz – who is the face of the brand.
Thanks to this high-end choice, the manufactory once again proves that it is on the right road to becoming an internationally leading luxury brand. ‘I love Matthew Brookes’ images because he’s an artist and Meissen® is all about art,’ explains Dr Christian Kurtzke. ‘And I admire the beauty of Sharam Diniz because she exudes elegance, sensuousness and authenticity – exactly those things that Meissen® Joaillerie embodies.’
