Frey Wille

🎥 Jan 01, 2006 📺 Hurtwood Film Academy ⏱ 6m 👁 301 views

Documentary about the Austrian Jewellery Company Frey Wille. Made in 2006.

About Friedrich Wille

Friedrich Wille, owner of the jewelry company Frey Wille, appeared on the Hungarian program *Pura Poesia Juhász Annával* in June 2025, where he discussed his lifelong engagement with art. He stated that his father, a lawyer who loved music and art, took him to exhibitions and on art-themed holidays, which he said "infiltrated" his brain. Wille described his company's mission as "to send happiness to other people" and said that a business has "only a right to exist when we can make people happy." He also spoke about the importance of freedom, calling it "the most important sense to live." In earlier interviews and company materials, Wille has described Frey Wille's design process and business strategy. He said the company's logo, a sphinx, was taken from a piece of art from the seventh century BC and "symbolizes creativity." Wille stated that the company is "unique because of creating completely new artistic designs" using a fire-enameling technique that gives the jewelry "enormous brilliance." He noted that the company has about 40 owned shops and works with around 800 retailers globally, with a focus on travel retail and duty-free markets.

Source: AI-verified profile updated from Friedrich Wille's recent appearances. Browse all interviews →

Transcript (1 segments)

Friedrich Wille0:01

[foreign language speech] The logo is Sphinx, which we found in a piece of art from the seventh century BCE. It symbolizes creativity. This is our life, our passion to create not only art but different ways. Through our historic development, we have presence in Europe, especially Western Europe, with representatives and about 800 retailers. We are also strong in duty-free, particularly in the Middle East and major destinations. For about seven years, we have started a new way of marketing, especially through our own shops where we invest. This allows us to offer exclusive products available only in our own stores. The only exception is in a country where we work with a partner who follows the same concept with his own travel shops in China. We have 12 designers in the design department: four graphic designers and others involved in product development and window decoration. Usually, only about one-tenth of all designs are selected. [foreign language speech] Colors are very important as they are the unique aspect of our jewelry, typical bright colors in enamel, such as blues and reds. We concentrate on this, but it takes many trials. We still work on paper, painting all designs by hand to have a perfect impression of the final product. We want to define ourselves and our products automatically. We are jewelers and specialists in enamel, with over 50 years of experience. Our specialty worldwide is creating completely new artistic designs used with our developed technique, resulting in enormous brilliance and truly pieces of art. Thank you. We base our designs on themes, cultures, periods, and artists from around the world. Famous artists often traveled and worked in different places, so we draw inspiration from all. We look at books, exhibitions, and catalogs. It is very difficult to select an artist, and only a few are realized. In Vienna, we have about 120 employees, and outside Austria, another 103 across three continents: America, Europe, and Asia. We have around 40 owned shops in Germany, France, Italy, Great Britain (including two in London), the USA, Asia, and neighboring countries like Prague, Slovakia, Slovenia, and especially Hungary. Soon, we will open in Hong Kong, and we are already open in Tokyo with several shops in China.