Adler’s new generation upholds its heritage and savoir-faire
Exceptional gems and sophisticated feminine pieces are the roots of Adler’s century-old heritage. The family-run brand adds a new chapter to its successful history as it welcomes a fourth generation of Adlers into the folds of the business. In an exclusive interview with ‘Day and Night’ magazine, Karen Adler, the latest member to join the brand, shares her insights on how the new generation will continue the legacy of its remarkable craftsmanship
Since 1866, Swiss brand Adler has perfected the craft of jewellery making, and is proud of the innovative approach it takes for all its breath-taking creations. The brand is renowned for its artistry in creating exceptional pieces as well as being a pioneer in the use of unique materials such as wood, carbon and titanium. This year, the Maison welcomes its fourth generation of Adlers, who have vowed to keep the roots of Adler’s craftsmanship alive and to build on growth at a sustainable pace.
We understand that you have a PHD in Literature, and that you have been producing films for the last 20 years. How do you feel about working in the luxury goods industry?
To be honest, I feel fairly confident because if you look at the two industries closely, you will see that the field of filming and jewellery making are not that different from each other. Both industries result in the production of something that tugs at emotional strings and both fields are very profitable if done right. My experience in the entertainment business has exposed me to issues of commercialisation, in terms of knowing what pleases people and how to sell the desired vision at an international level. Producing films has also harnessed my capability to work in teams, and I know I will be able to utilisethat in my new role at Adler. Most importantly, I believe the love of creating new objects is nestled in my DNA, so learning a new trade comes naturally and I am confident I will add value to Adler.
As a new recruit in management, where would you like to see Adler in the near future?
Well, that’s a very good question. I had a discussion with my cousins about the future of the brand, and we decided to retain the brand’s original DNA. Our roots and heritage are very important to us, and we want to keep the family atmosphere alive by ensuring our history is not forgotten. At the moment, we don’t have any plans to carry out major changes, however we do intend to expand our global clientele but we must be careful not to overdo it in terms of over-exposure and keeping demand at a steady level.
What is your favourite stone and why?
I don’t really have a favourite stone. My grandmother, Juliet, from my father’s side, always told me to wear jewellery that compliments my outfit, so I am trying to stick to her advice. Also, when it comes to jewellery, I usually select pieces that I am comfortable with and that suit the environment that I am in.
Adler is known for creating extravagant and elaborate pieces, how are you adjusting to the design and development process?
The great thing about my role is that I do not have to worry about the design process. We have great craftsmen who make things happen for us, and without them we would not be as successful as we are today. Our skilled designers are capable of making huge earrings that are as light as butterflies; ensuring comfort and style merge perfectly. They can use the biggest stones and set them in a way that won’t be too heavy to wear. This incredible craftsmanship has made Adler one of the most popular brands in the jewellery industry for more than a century, and we’re lucky to have such amazing craftsmen working with us.
Being a brand that caters for the female clientele, can you share with us how Adler defines femininity?
I personally believe femininity comes from within. It is about emotions that are triggered by visual objects. Adler creates objects of desire – objects that make women feel empowered, beautiful and desirable. These emotions trigger a happy state that we believe every woman should experience.
Adler is popular for using titanium instead of gold. Do women prefer this material to more traditional ones?
Women love aesthetically pleasing jewellery, otherwise they would not buy it. We use titanium because it is available at a fairly reasonable price but the value of it increases once work commences to craft something beautiful from it. The finished product is highly durable and women want an accessory that will last a long time, as in most cases, jewellery is often handed down to the next generation.
Since the economic crisis in 2008, luxury brands have been riding a roller coaster in terms of sales. Brands are diversifying, and offering much more affordable lines to its clients. Is this something Adler will be pursuing?
We have adopted an approach similar to the fashion industry, where brands have Haute Couture as well as affordable lines. Adler is renowned for its high-end pieces that are available for special occasions; however we are now focusing on launching a mid-range collection that is aimed at women looking to complement their choice of daily wear clothing.
Do you cater for brides wanting that something extra special?
Adler is very sensitive to the needs of its customers, especially brides who require jewellery for their special day. We are able to create bespoke pieces in a matter of six weeks. If the customer has specific requests that need attention immediately, we use easy communication channels like Skype in order to talk to them directly and show them samples of similar pieces.
Despite heavy competition in the industry, how does Adler maintain relationships with suppliers?
Thanks to the previous generations at Adler, we have developed a strong relationship with precious gem dealers from around the world. These relationships are not only based on continuous sales but also on trust that generation after generation of doing business has created. Our relationships are generally sealed with a handshake, where sometimes no contracts are needed and payment is done at a leisurely pace.
