FRANCE. Frey Wille celebrated the opening of its new Cannes boutique with a cocktail event during the TFWA World Exhibition last month.
The Austrian enamel jewellery supplier played host to invited guests at the new boutique, which showcases jewellery and accessories for both men and women, as well as select women’s fashion apparel.
The store, located at 43 rue d’Antibes, joins the 85 Frey Wille stores already trading worldwide. A new boutique recently opened for business in top London shopping spot Sloane Street.
In Cannes, two brand ambassadors clad in sophisticated black dresses modelled Frey Wille’s collections, which included the new Nixe range – the brand’s main focus for the show.
As reported, the new Nixe collection for Winter 2010 is inspired by the artist Klimt and his lavish, ornamental style.
The collection is described as both elegant and extravagant through tone-in-tone effects and subtle colours with gold, platinum and high-shine surfaces on the enamel. It comprises 19 jewellery pieces: bangles, watches, earrings, brooches and rings, in oyster-grey, muted silver and glossy black colours.
The collection is inspired by Klimt’s 1889 painting “˜Nixen’, a portrait of two water nymphs looking out from still waters. Frey Wille’s in-house team explores the artist’s use of symbolism.
The designs depict two entwined figures and the pattern of the watersnake’s skin, which is used as a symbol for extravagance and for exotic luxury embraced by epicurean women, the company said.
Travel retail update
Speaking to The Moodie Report at the TFWA show, Duty Free Director Wessam Elmona explained that, due to concerns about brand image, Frey Wille had reviewed its global duty free strategy and, as a result, the company would be more selective when it comes to new duty free openings. “We must have the right presentation [in duty free],” he stressed.
The brand has already reduced its airline presence over the past three or four years for the same reason, he added.
Elmona said Frey Wille would begin trading at Prague Airport before Christmas, followed by the opening of a store on New York’s Madison Avenue in December/January 2011. Also next year, the brand plans five shops in Russia, and more outlets in China are in the pipeline.
Click through the Moodie Picture Gallery below to view images of the new Cannes boutique and the Nixe collection.
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