German jewellery brand Niessing is expanding its digital capabilities at its physical stores as part of a comprehensive online-to-offline (O2O) strategy in Asia.

In its new flagship store at Elements mall in Hong Kong, Niessing offers a six-step personalised wedding ring service, supported by an innovative configurator system. Customers can choose from Niessing’s diverse colour wheel, which includes 15 shades of gold, as well as form, diamond, precious metal, texture and engraving. The configurator system will instantly generate a 3D model of the jewellery piece that the customer can then review. 

Another highlight of the boutique is the “Love Wall,” which pays homage to Niessing’s traditional goldsmithing technique of punch marking. An interactive in-store experience allows visitors to use a hammer and punch to carve fine grooves, letters and images onto copper plates, which are then displayed on the wall. 

“Hong Kong has always been an important market for Niessing. It is vibrant and dynamic, and is home to individuals with a strong appreciation for fine jewellery and craftsmanship,” said Niessing CEO Sandro Erl. 

He continued, “Being in the heart of Asia is part of our strategy. With a tradition of 150 years, Niessing always thinks of long-term plans. Our goal is to have more flagship boutiques in each of the key Asia Pacific cities. We hope to build a stronger cult following for our brand and to connect with a wider range of clientele.”

Niessing’s top markets include Germany, Japan, the Netherlands and Switzerland. The company has been gradually expanding its presence in Asia, particularly China, Singapore, South Korea and Hong Kong. Of these, China has become one of the jeweller’s fastest growing markets.

The brand is focusing heavily on digital experience. Erl told JNA in a separate interview that Niessing had launched a virtual concierge service for clients during the pandemic. This is currently exclusive to the German and European markets, but will soon be available in Asia.

Celebrating its 150^th anniversary, Niessing also unveiled two collections – Niessing Setario and Spannring^® Era. The iconic Niessing Setario, first launched 49 years ago, has been reinvented in 2023, while Spannring^® Era is a new addition to its Spannring® collection. 

Niessing likewise rolled out Supla Grenadine, a rosé-coloured shimmery shade of gold, as the latest offering from its extensive line-up of gold shades.