The companies offering amber at the inhorgenta europe fair left Munich satisfied – there are some reasons for their success while the most important one is a good overall economic situation in Germany.
The reasons for the success
This success should be mostly attributed to a macroeconomic situation and strengthening position of the Munich fair as an international event. It was also confirmed by a report from its previous edition which showed increasing participation of both exhibitors and visitors from the trade outside Germany – the last ones have constituted 1/3 of all the buyers this year. It resulted directly in a greater interest in the amber offer – the Polish exhibitors noted it on the side of buyers from the countries of Central-Eastern Europe, such as Hungary or Croatia. Optimistic forecasts relating to the increase of economic situation in Germany were also reflected in the fair atmosphere and better results of German jeweller’s trade in 2007, in comparison with the previous year, undoubtedly contributed to higher willingness to make orders. Last year there was also an increase in the value of trade exchange with the foreign countries in the sector of jeweller’s products – the Federation of German Jewellery, Watches, Clocks, Silverware and Related Industries (Bundesverband Schmuck, Uhren, Silberwaren, verwandte Industrien e. V.), quoting the data of the German Statistic Office and its own estimations claims that it amounted to approximately 807 million euro. There is also one more important aspect: currently at the world’s markets there is a demand for luxurious products which is higher than previously, and many companies try to adjust their offer to customers’ needs. So there is a bit more space in the lower segments and the offer of silver jewellery, also decorated with amber, especially that one of high quality and modern design, has a chance to fill this gap. Additionally the trends support amber and they influence greatly a decision to buy something – in the nearest spring and summer season warm, amber colours are going to be in fashion: from white through beiges and greys to deep reds. A great promotion of amber was here done by the articles in German magazines
“GZ Art + Design” and “World One”, as well as the seminar on the trends delivered during the fair by Christel Trimborn, an editor-in-chief of “GZ Art + Design”.
The offer
Most of the amber offer was presented by Polish and Lithuanian companies but the Baltic amber could also be found on the stands of German companies where it constitutes the main assortment or a decorative element of jewellery with other stones. There was quite a lot of natural Baltic amber but most of the stands were dominated by an improved amber. The companies from this sector we can divide according to their specialization and this division coincide with the countries of origin of these companies: the Polish ones specialize in the production of amber jewellery with precious metals (mostly silver and more and more often golden) while in the Lithuanian offer the majority constitutes amber itself, although the producers from Lithuania also begin to combine it with metals. The design is different: Lithuanian stands are dominated by strings of beads, the Polish ones by a traditional design in metal. However, the common characteristic is a heat treatment of amber being a worldwide trend as it comes to decorative stones. The Polish companies also offered more and more popular combining of amber both with precious stones, e.g. diamonds, as well as with decorative stones, coral, quartz, amethyst, colourful agates and other stones.
But there happen real “amber rarities” – the biggest amount of them is present on the stand of
Cool Design. This company can boast of the richest offer of amber stones in their natural, cut form and finished products, starting with the Baltic amber, through Dominican one to Mexican one. The rings made of this material, where a role of a stone was played by a Roman coin, was an interesting and relating to a history of the amber trail use of amber. According to the owner of the company they are quite popular but mostly on the lands of ancient Roman Empire where coins are a much better recognized symbol. Very popular is the jewellery by a well-known designer
Marcin Zaremski who has participated in the inhorgenta europe fair for many years as an exhibitor and who knows a taste of his customers – in his very rich and diverse offer there is also the jewellery decorated with amber, characterized by geometric forms, surprisingly simple design and use of natural amber, often with some part of bark left.
A design – adjusted mostly to the taste of a German customer and current trends, but above other things modern and light – is a fundamental condition of success. More to the fact that in many countries amber jewellery still has to grapple with the opinion of being old-fashioned and it is necessary to work hard to change this image. A way of facing this problem was shown by
Art7 which actually found its niche on the market, offering the galleries a reproducible jewellery with attractive designs.
Maciej Rozenberg, a designer cooperating with this company, draws inspirations from architecture and sculpture. The result is a jewellery that is very characteristic but at the same time simple in a form, based quite often on natural shape of a stone and delicate silver settings. Attractive design is also a reason of a very fast success of
Jacek Ostrowski, a young designer whose modern and avant-garde jewellery wins more and more recognition among foreign customers. In their designs we can see a different approach to amber. Nevertheless on the market there is still quite a lot of space for traditional jewellery and there will always be a demand for it, although it is not difficult to predict that it will probably get smaller with the passing time.
It is worth to see the offer of German companies and designers, especially a famous
Atelier Zobel, where among the extraordinary jewellery, often surprising with a choice of fascinating, unique stones in sophisticated settings from gold and platinum, there was also a place for amber. This year this workshop has presented a collection where the main role was played by specifically cut stones of Tom Munsteiner. Some products consisted also of amber which is very often used by Zobel as irregular lens changing a pattern of metal being underneath. An interesting design can be also found in the jewellery by
Günter Herrling, the company with almost 50 years of experience in the processing of amber. In its offer there are more than 4000 different, carefully touched up designs in silver and gold, addressed to both older and younger women. In its promotional materials the company emphasizes a uniqueness of amber, its magic and everlasting charm. A confirmation – especially as it comes to the last characteristic – were beautiful amber necklaces, presented on the fair stand. A quite interesting, sculpting view was presented by
Lapponia Jewellery, a Finnish company. In its jewellery amber is only one of the many stones which in a way complement a structure of metal. It should be emphasized that the products are perfectly manufactured and they belong to a higher price segment, and the stand itself and a way of presentation positively differs from quantitative presenting of the assortment, typical for amber.
The inhorgenta europe fair in Munich is a good platform of presentation the offer of amber companies and it is proved by systematically increased number of exhibitors from this sector. The most numerous circle includes Polish and Lithuanian companies, competitive as it comes to prices in a way. The German companies rather do not take part in this competition – mostly because of high costs of work in Germany – and higher prices they justify by a high quality of their products and touched up design and more convenient service. It is very likely that soon also Polish companies will have to follow their example, especially that in the age of decreasing value of dollar the export with current prices is slowly ceasing to be profitable and the European market is much more demanding that the American one.
Pictures: Atelier Zobel, Marcin Zaremski, Art7
