Melchers Group Joins Hands with Austrian Enamel jewellery Brand FREYWILLE to Deepen Presence in the Chinese Market
A partner of Melchers Group, the prestigious Austrian enamel jewellery brand FREYWILLE, celebrated the grand opening of its new boutique at WF CENTRAL – a landmark luxury lifestyle shopping destination in Beijing. The event featured an exclusive chamber music concert titled “Gilded Quartet: A FREYWILLE Musical Sonnet,” blending jewellery aesthetics with classical melodies to mark this significant milestone. The occasion also underscored the comprehensive and in-depth strategic cooperation between the Melchers Group and FREYWILLE.
The opening ceremony was honored by the presence of H.E. Mr. Wolf Dietrich Heim, Austrian Ambassador to China, and Commercial Counsellor Mr. Franz Roessler. Together with senior management representatives from both the Melchers Group and FREYWILLE, they officiated at the ribbon-cutting ceremony for the new boutique. This event not only highlighted Melchers Group’s successful strategy of introducing distinguished European art brands to the local market but also reflected the growing cultural and artistic exchange between Austria and China.
A Dialogue Between Jewellery and Music
To celebrate this important moment, the Melchers Group and FREYWILLE jointly presented an artistic event that harmoniously integrated jewellery aesthetics with classical music. Set within the historical ambiance of SALON TEN at WF CENTRAL, the renowned domestic chamber quartet MILA performed selected works by Mozart, Beethoven, and the Strauss family. The elegant melodies resonated with the artistic inspiration behind FREYWILLE’s jewellery, vividly illustrating the brand’s unique philosophy of uniting music, painting, and enamel craftsmanship.
Dr. Friedrich Wille, Owner and CEO of FREYWILLE, remarked, “We are goldsmiths, artists, and craftsmen dedicated to the art of fire enamel. Each FREYWILLE piece is an independent, new artistic creation—this is the core spirit of our brand.”
Dr. Mike Hofmann, Managing Director of Melchers Consumer Business in China, stated that “FREYWILLE stands out in the jewellery industry with its unique artistic DNA. We see tremendous potential in China’s high-end art jewellery market. This cooperation is built on our extensive experience in bringing European consumer brands to China, and FREYWILLE will open a new dimension for our luxury portfolio. Our choice to open the new boutique at WF CENTRAL was precisely due to its premier location and its high alignment with the brand’s artistic and cultural identity.”
Creating an Immersive “Micro-Art Space”
Staying true to the brand’s vision, the newly opened FREYWILLE boutique is designed as a “micro-art space.” In addition to displaying curated jewellery collections, the interior ambiance allows visitors to deeply explore the exquisite craftsmanship and inspirational stories behind each piece. Moving forward, the space will regularly host small art salons and enamel craft workshops, aiming to foster deeper emotional connections with customers. This initiative also forms a key part of the Melchers Group’s strategy to enhance localized consumer experiences for its partner brands.
renowned chamber quartet MILA
Melchers Group and FREYWILLE, two industry leaders, are joining forces through a newly established joint venture. This partnership will leverage Melchers’ comprehensive capabilities in channel management, supply chain, and digital operations within the Chinese market. The collaboration is set to significantly enhance FREYWILLE’s operational efficiency and service experience in China, further strengthening the brand’s long-term commitment to Chinese consumers. It also underscores Melchers’ dedication to deepening its roots in the Chinese market and better serving local customers with unwavering confidence.
