The family entrepreneurs see a lot of potential in Japan for the jewelery manufacturer.
Pforzheim Claudia Wellendorff, her husband Georg and her brother-in-law Christoph have been running the 129-year-old jewelry manufactory for 24 years. They have opted for an unusual strategy: Growth is not their priority. You want to be more exclusive – but not bigger.
The jewelry retailer is currently benefiting from the fact that many people are investing in timeless values such as gold. Jewelery is regarded as inflation-proof and stable – especially in times of crisis and war.
The Wellendorffs also go their own way when it comes to internationalization. While other companies are rethinking their China strategy, Wellendorff opened its third boutique in China at the beginning of July. The reasoning: If the Chinese travel less, then the jewelery producer will have to go to his customers.
However, China is not the most important market in Asia, as two of the three Wellendorffs explain in an interview. And you have your very own approach to countering the shortage of skilled workers.
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