Meissen invests in new sector with bridal launch

Meissen-bridal-2013-campaign.jpg

Luxury porcelain brand also reveals new 2013 campaign imagery.

Luxury porcelain jewellery brand Meissen is set to launch two new collections at BaselWorld, including its first ever range of diamond-set bridal jewellery.

The German brand’s move into bridal marks its attempt to reach a new customer segment with a range that includes engagement and wedding rings.

The new designs feature Meissen motifs such as its crossed swords logo while past collections are also referenced in the range including the 1739 Royal Blossom collection from 2012.

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Meissen chief executive Dr Christian Kurtzke said: "I don’t think there is any other major international German jewellery brand positioned in this important market. Customers who buy rings from us can now also design their service and create a wedding list with us – no other brand offers this."

Kurtzke added that he wants to continue to rejuvenate Meissen with "modern designs and attractive prices".

Meissen will also launch a new collection called My Little Mystery at BaselWorld as a follow-up to the positive reception of the 1739 Royal Blossom Collection.

The brand said the two new collections mark a "step forward" for Meissen, with the My Little Mystery line taking a more discreet approach to design with smaller gem-set ring earrings and pendants across three sub-lines called Diamond, Glamour and Jewels. Designs include faceted rings in white and rose gold set with pastel-coloured gemstones and Meissen porcelain.

The brand has also offered a sneak peek of its new campaign imagery, continuing its work with the same photographic and styling team used for its previous campaigns, while Portuguese-British model Sharam Diniz remains the face of the brand.

The new campaign was shot in a loft space in Greenwich Village, New York by photographer Matthew Brookes.

The 300-year-old brand, known for its porcelainware and ornaments, moved into jewellery design three years ago.
 

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