s personal style and taste. According to Niessing’s CEO, Sandro Erl, Hong Kong has always been an important market for the brand due to the strong appreciation for fine jewellery and craftsmanship. “Back in 2016, we redefined our company strategy for business expansion, and the APAC region became very important for us. In 2017, we had a store in Singapore, then by 2018, one more in Sydney and by 2021, one more in Shanghai,” he told Inside Retail. Erl went on to say that the company had some prior experience in the region, having had a presence in Japan since well before 2016. He added that the company is intently focused on brand building, and plans to build more stores in the region’s major cities going forward. Niessing’s CEO, Sandro Erl Little details Erl acknowledged the importance of localising the brand’s offering to each market, and noted that Niessing uses more gold in its designs in China and Hong Kong, where there is greater interest in 24k gold. “The key is to maintain the brand’s DNA, but also adapt to variations. Our brand is about sensual, minimalistic design and outstanding craftsmanship. It’s also about individualisation and sustainability too,” he noted. Timing is everything Niessing’s expansion into Asia started well before the pandemic hit, giving it a bit of a headstart in creating a fanbase in the region. But Erl noted that the brand’s APAC journey is still just beginning. “Building brand awareness in the market is our number one goal. We want to build a long-term relationship with our customers. These are exciting times for us, and our omnichannel approach in Europe is something we want to replicate in APAC too,” he explained. The brand is looking at mono-brand stores, as well as partnerships with strong jewellery retailers, and coupling that with an online presence. For Erl, to make this a success, Niessing must think globally, but act locally. Its headquarters in Singapore is its main catalyst in this area. Sustainable consumption While Asia’s fine jewellery market is crowded, Erl believes that Niessing has an edge over the competition as its products are investment pieces that stand the test of time. “People are looking for investments that endure. We think in decades and design for generations. Our mindful design and understated luxury is key. Our bespoke personalisation and sustainable approach to jewellery also sets us apart from the rest,” he explained. For him, sustainability is not just a buzzword, as the company strives to make products that contribute to the circularity of the economy. Consumers want value, and this is not just happening in the APAC region, but all over the world. The physical store Erl places a lot of emphasis on the bricks-and-mortar experience as a means of building lasting relationships with consumers.  “Our visionary designs and the cosy atmosphere of our stores play a role. Our boutiques have Love Walls, which pay homage to Niessing’s techniques, punch marking and traditional German craftsmanship,” he elaborated. The Love Walls are made up of traditional copper ‘punches’, onto which guests can carve letters and images using a hammer. They double as a symbolic representation of love as well as a keepsake.  The future With pieces ranging from US$200 right up to US$100,000, the brand is accessible to a wide range of demographics. Erl said the brand aims to reach customers at every stage of life. “Whether it’s $200 or $100,000, you can always expect the same level of quality. This is Niessing’s promise,” he said. The brand offers an augmented reality tool on its website, which allows customers to visualise millions of permutations of wedding rings either in-store or from the comfort of their home. “Technology will always be in the background, but for me, connecting with customers on a personal level is paramount,” he stressed. Looking ahead, Niessing plans to open a store in Kuala Lumpur in Malaysia by the fourth quarter of this year. Erl said he is also looking for partnerships with leading retailers in the region to position the brand in a contemporary fashion to local audiences.