First MEISSEN JOAILLERIE monobrand boutique opens in Germany

Just a few weeks after the acclaimed launch of its new jewellery collection at BASELWORLD, the world’s largest clock and jewellery fair, MEISSEN® has now opened its first MEISSEN® JOAILLERIE Boutique in Germany to coincide with its latest Open Day at Meissen.

The company made a conscious decision to set up its first new-concept jewellery boutique at its principal place of business in Meissen rather than in one of Germany’s larger cities.

As Dr Christian Kurtzke, Chief Executive Office of MEISSEN® explains, “We’re hoping that as many as possible of the business contacts we got to know at Basle and once VILLA MEISSEN® had opened in Milan will pay us a visit at Meissen over the coming months with a view to sounding out the scope for international cooperation. In this context, it’s crucial that we live out the concept for which we are aiming to gain franchise partners from all over the world ourselves. It is particularly important to me, moreover, that the staff at our headquarters and, indeed, residents locally are given a chance to get a better idea of our new brand world. I am sure that such experiences will help to dispel any misunderstandings and trepidations there may be with regard to the innovations taking place, thus allowing us to focus even more attention on the real task in hand of further developing our company and securing jobs.”

The new boutique concept is to be phased in at a number of existing MEISSEN® Boutiques over the next few years, setting the scene for the establishment of new MEISSEN® Boutiques elsewhere in the world. Besides these Joaillerie Boutiques, in which jewellery is the key focus area along with gift items from the MEISSEN HOME® Deco segment and select works of art in porcelain from the MEISSEN® Fine Art segment, the Manufactory will also be driving growth by means of “MEISSEN HOME® Deco Boutiques” that primarily sell gift items and accessories for interiors together with works of art.

Customers and business partners can immerse themselves in the entire brand world of the 300-year-old Manufactory at VILLA MEISSEN, the first branch of which recently opened in Milan.