The German fine jewellery brand is known for contemporary design and has lately become a popular choice amongst jewellery fans in the city. CEO Sandro Erl discusses the brand’s growing popularity and how it syncs so well with the tastes and trends in Singapore.
Niessing, the German jewellery brand founded in 1873, used to be something of a secret, loved mainly by design aficionados for its minimalist, modern aesthetic. Built on Bauhaus principles of clarity, form and function, the brand focused on technically-exceptional workmanship and high-quality materials from sustainable sources. However since entering the Singapore market almost 10 years ago, there’s been a notable shift in appreciation for its style.
“You know, when we first arrived [in Singapore], we were a well-kept secret for those who truly valued minimalist, architectural beauty,” says CEO Sandro Erl. “Over the past decade, I’ve been incredibly heartened to see that secret blossom.”
He notes that interest in the brand has grown along with its style evolution and technical innovation. “Singaporean customers are highly discerning; they have an eye for quality, craftsmanship, and for something that is genuinely unique,” he notes. “The interest in our style has absolutely grown because it aligns with a modern, confident sensibility.” He believes the brand’s ethos, “that less is more,” is something that has really resonated with customers in recent times.
Innovation has always been synonymous with Niessing but Sandro is keen to stress that it’s never innovation for its own sake. One of his favourite examples of this, is the new, proprietary setting, the Niessing Vivida, which features a world-first “zig-zag setting technique.” The design allows the stones to be cradled in sculptural gold, “making it appear as if it’s floating within a beam of light,” he explains. “The technology creates an entirely new visual experience – one of dynamic energy and architectural form.”
For Sandro, this emphasises his belief that the brand’s technical innovation serves the ultimate goal of creating emotional value. He adds that colour combinations of precious metals and proprietary setting techniques continue to be important to the brand as they aim to push boundaries of design and craftsmanship.
This commitment to craftsmanship extends to their stores, and is evident in Singapore’s new Raffles City flagship, which is designed to bring customers into a space that represents the brand – think calm, modern and intimate. “We wanted to create a sanctuary where the architecture and the light allow the jewellery to speak for itself,” Sandro explains. “The design is open, inviting, and intimate, reflecting the personal nature of what we do. I hope [customers] feel invited to explore, to touch, to try things on, and to start a conversation with our team about what moves them personally. It’s designed not as a store, but as a stage for personal discovery.”
Each Niessing piece is handcrafted in Vreden, Germany, in their own manufactory, using ethically-sourced precious metals.This element of care translates into the brand’s sustainability ethos, which Sandro emphasises is an important part of their philosophy. “This is very close to my heart,” he says. “It’s not a marketing strategy for us; it’s a fundamental responsibility woven into our DNA since 1873.” For Sandro, the quality of each Niessing piece puts it in the realm of heirlooms, rather than fast fashion, “The very act of creating something to last forever is the ultimate form of sustainability. I deeply believe our customers not only appreciate this but actively seek it out.” Noting the care that consumers are now putting into their choices, he adds it’s important that they know the origin of their gold and diamonds, “They value our commitment to sustainable practices, and they trust our partner mines that adhere to the highest ethical standards. They are investing in a piece with a clean conscience, and that value is immeasurable.”
In the coming years, Niessing will celebrate two major milestones. Next year marks the 40th anniversary of the Niessing Coil, the brand’s revolutionary flexible necklace that allows you to wear pendants in a uniquely different way, while in 2029, they will celebrate 50 years of the iconic Niessing Spannring, a range that holds a diamond in place without a setting, making it seemingly float in space. Incidentally this is also Sandro’s favourite collection, though he is initially reluctant to pick a “favourite child.” “[The Spannring] represents a beautiful paradox: it appears so light and almost impossible, defying gravity, yet it is the result of immense precision, strength, and technical mastery. To me, it is a perfect metaphor for love and commitment — something that appears magical, but is built on a foundation of incredible strength, trust, and engineering. It’s timeless, yet it never fails to feel modern and surprising. Everytime I look at it, I feel proud of what our craftspeople can achieve.”
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