14 | JNA September/October 2023 FOCUS 焦点 Goldsmith Hermann Niessing founded his eponymous company in 1873 as a small workshop in Vreden, Germany. After more than a century, it has evolved into an award-winning jewellery brand renowned for its visionary designs that centre on elegance and minimalism. Niessing has made a name for itself through timeless collections that can remain aesthetically relevant amid changing trends, but constant innovation has become vital in a more modern setting, said Niessing CEO Sandro Erl. From its beloved bridal collections to the signature Spannring® series, Niessing’s designs adopt the Bauhaus principle of “form follows function” and are mainly inspired by nature and architecture. The brand’s inventive spirit, love for contemporary art and deep understanding of precious metal artistry are also reflected in its jewellery pieces. According to Erl, evolution and revolution are two critical elements of the business. For instance, Niessing often upgrades iconic collections with new twists and adjustments while its design team regularly develops new collections such as the award-winning Topia and Mirage. Unconventional thinking, open-mindedness and staying true to the house’s design philosophy are integral parts of Niessing’s identity, added Erl. Changing landscapes The pandemic has led to a rapid paradigm shift in the way consumers behave and think, Erl noted, adding that people increasingly invest in jewellery with enduring designs, veering away from what is popular. The emerging “quiet luxury” trend also aligns with Niessing’s understated designs as the brand’s customers advocate quality, minimalism and sustainability. To celebrate its 150th anniversary, Niessing unveiled two collections – a reinvention of Niessing Setario, which was first launched 49 years ago, and Spannring® Era, an addition to the Spannring® collection. It also rolled out Supla Grenadine, a selection of rosé gold jewellery, as the latest offering from its extensive line-up of gold shades. Niessing’s top markets include Germany, Japan, the Netherlands and Switzerland, but it is gradually expanding in China, Singapore, Korea and Hong Kong. Of these, China has become one of its fastest growing markets. 1 873年，金匠Hermann Niessing在德国Vreden镇开设 了一家小型作坊，其同名公司也随之问世。个多世纪 以来，它已发展为一个屡获殊荣的珠宝品牌，以优雅 简约的前瞻性设计而见称。 Niessing的首饰系列永不过时，在变化多端的潮流中仍 然具有重要意义。然而，首席执行官Sandro Erl向《JNA亚洲 珠宝》透露，他们在现代的环境中也需要不断创新。 无论是大受欢迎的婚庆系列，以至标志性的Spannring® 系列，Niessing的设计均遵循“形式追随功能”的包豪斯美学 原则，并以大自然和建筑为主要灵感。此外，品牌的创新精 神、对当代艺术的热爱，以及对贵金属工艺的深刻理解，也 体现于珠宝作品之中。Erl表示，进化和革新是促进业务发展 的两个要素。品牌经常对标志性作品进行调整和提升，而且 定期开发新系列，例如Topia和Mirage这些得奖系列。 非传统思维、开放的态度，还有忠于品牌的设计理念，在 他眼中都是品牌形象不可或缺的一部分。 迎接市场变化 Erl表示，新冠疫情引发了消费者行为和思维模式的根 本转化。越来越多人投资在经典长青的珠宝设计上，而非当 下流行的样式。近来兴起的“低调奢华”潮流，也非常切合 Niessing的内敛美学，其客户都追求产品的优秀特质、简洁 设计和可持续性。 为了庆祝创立150周年，Niessing特别推出了两个 系列——49年前首推的Niessing Setario系列得以重新设 计，Spannring®系列的新成员Spannring®Era也正式诞生，而 Supla Grenadine玫瑰金色亦隆重登场，成为品牌一系列迷 人金调作品中的耀目新星。 Niessing的主要市场包括德国、日本、荷兰和瑞士，但也 逐渐扩展到中国内地及香港地區、新加坡和韩国。中国内地 已成为该公司增长最快的市场之一。 Spannring® Era Collection in Supla Grenadine by Niessing Niessing的Spannring® Era 系列采用Supla Grenadine 玫瑰金色物料制成 | Sharon Kwok 郭芷雯 | Niessing shines the spotlight on its centuries-old design philosophy and how evolution plays a crucial role in its continuous success. Niessing沿袭数百年的设计哲学，持续蜕变是脱颖而出的关键。 THE SUBTLETY OF true luxury 真正奢华的奥妙
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