Niessing’s tension ring, or simply the Niessing Ring, shows people how far innovation and imagination can go when it comes to jewellery design. Holding the stone in the air by both ends of the band solely with the power of tension, the iconic design stands as one of the most beautiful ways of setting gemstones in the modern time.
Founded in 1873, Niessing is a leading international brand in Germany for contemporary jewellery basing its design language on the Bauhaus philosophy, said CEO Sandro Erl.
The story of Niessing is very much the story of an infinite quest for groundbreaking inventions. For examples, the seamless wedding rings were developed in 1904, the tension ring in 1979, the Niessing coil in 1986, and the proprietary gold alloys in over 10 shades including Aura in 2010 and Ivory in 2014. Also in 2014 the brand launched Niessing Topia, Niessing Crystallite in 2015 and the Lucia ring in 2016. Erl told Hong Kong Jewellery that a new colour will be launched this year.
Niessing’s distinctive designs have won 29 Red Dot design awards so far, and a number of others including the German Design Award and the iF Design Award.
Jewellery is worn to express individuality. Each piece of Niessing jewellery is handcrafted by masterful goldsmiths in Münsterland according to customers’ choices of gemstones, precious metals, gold colours, finishing and engraving for a stronger personal touch and an added emotional value.
Monobrand stores and jewellery retail partners are Niessing’s major distribution channels. After gaining a strong presence in Europe and Japan, the brand will focus the development in Asia, especially Singapore, mainland China, Hong Kong and other selected markets in the Pacific region, according to Erl.
“In a few months we will open the first monobrand store in Singapore. We will also participate in the Hong Kong jewellery show in September. We expect to work with more partners in China to develop the brand and our network,” he said. E-marketing is another area Niessing will enhance for more emotional communication with consumers.
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