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The History of Wellendorff.
A LEGENDARY STORY.
WHERE IT ALL BEGAN.
In 1893, Ernst Alexander Wellendorff made a decision that would not only shape his life but also that of future generations. He founded his own jewellery manufactory in the golden city of Pforzheim.
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1893.
THE FOUNDING OF THE MANUFACTORY.
Immediately after gaining his qualification to become a master craftsman, the young and talented Ernst Alexander decided to open his own jewellery manufactory. Using the finest materials, the best tools and talented goldsmiths, his goal from the outset was to create perfect and magnificent pieces of jewellery. Confident in the quality and ingenuity of his creations, he presented them to the most distinguished customers of his time, including princes, kings and aristocrats from all over Europe, who spent their summers in Baden-Baden. With customers delighted by his very detailed designs, Ernst's jewellery quickly became very popular.
At the turn of the century, Pforzheim, with the Grand Ducal Academy of Fine Arts and a thriving industry network in the jewellery sector, also presented ideal conditions for the aspiring jewellery manufacturer.
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1947.
REBUILDING AND A RETURN TO EXCELLENCE.
Amidst the chaos of both world wars, the Wellendorff family stood the test of time. When the company's hometown of Pforzheim was reduced to rubble and ashes after the Second World War, it took courage for the family to remain unwaveringly true to its core values of the highest quality, exclusivity and craftsmanship. But even during these challenging times, many people still wanted a special piece of jewellery, often a sign that they believed in a better future despite all the hardships.
Founder Ernst Alexander Wellendorff’s son, Dr Alexander Wellendorff, was determined to re-establish the manufactory. He began by using special pressing tools to manufacture heavy signet rings from 18-karat gold and soon expanded the range to include high-quality jewellery. He paved the way for a new chapter - both for himself and his son Hanspeter.
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1970.
WELLENDORFF BECOMES A BRAND.
Since the 1880s, the Stamp Act has obliged every goldsmith to indicate the origin and quality of the precious metal used through the presence of a hallmark. However, the origin of a piece of jewellery was not always obvious, especially in times of economic recovery. The turning point for Wellendorff came in 1960 when Hanspeter, a third-generation Wellendorff, took over the management of the manufactory. He strove to establish the Wellendorff brand using his entrepreneurial skills, inventiveness and creativity. Following this vision, he decided to proudly present the trademark on the jewellery rather than conceal it. And so, in 1970, one of the most valuable trademarks of all time was created: the 18-karat Diamond-W with a full-cut diamond. A promise of Genuine Values.
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Hanspeter Wellendorff made the brand’s first rope as a loving gift for his wife Eva in 1977 to fulfil her wish for a silky-soft necklace. Just like in a fairy tale, the skilled goldsmith found a way to spin 18-karat gold into very fine gold threads and hand-wind them into flexible ropes. To this day, the rope marries apparent opposites: hard gold becomes so soft and smooth that it feels like silk. The Wellendorff rope is still considered the world’s “softest necklace”.
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1993.
MAGIC RINGS: THE SECOND ICON.
With Christoph and -Georg Wellendorff, the fourth generation to join the family-run business in 1991 and 1993, Wellendorff underwent -a transformation. Inspired by a personal love story, Christoph Wellendorff and his goldsmiths developed the Wellendorff cold enamel. Featuring multiple levels of engravings, the slightly translucent cold enamel colours allow for the background of the rings to be visible. The result is a fascinating interplay of light and vibrant colour reflections. Just a few years later, another innovation that also enchanted jewellery fans followed: the ability to spin Wellendorff rings. Since this time, each Wellendorff ring – symbolising the dynamism of human life and the infinite cycle of existence – can be playfully spun.
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1997.
THE FIRST WELLENDORFF RING OF THE YEAR.
Each year is full of special events yet can be marked by one unique moment. Inspired by the return of the British colony of Hong Kong to the People's Republic of China in 1997, Wellendorff created its first Ring of the Year. In vibrant siren red and decorated with golden Bauhinia flowers – the symbol on the flag of Hong Kong – this ring embodied an interplay of design and innovation and included a special message. Today, Wellendorff Rings of the Year are not only masterpieces from the manufactory but also coveted collector's items that are limited according to the year.
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2008.
THE FIRST WELLENDORFF BOUTIQUE.
115 years after Ernst Alexander Wellendorff began visiting the noble clientèle in Baden-Baden and, before long, the most renowned jewellers worldwide, the company embarked on another significant step in 2008. In addition to the already established network of jewellers, Wellendorff opened a dedicated boutique in Stuttgart and a second in the world-famous Kaufhaus des Westens, the KaDeWe department store. Over the years, additional boutiques followed in Europe, China, Japan and the USA. This was a crucial step in the internationalisation of the Wellendorff brand.
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2021.
FLEXIBLE GOLD: THE THIRD ICON.
After 17 years of extensive development work, Wellendorff’s master goldsmiths managed to solve a millennia-old problem in the history of jewellery: for the first time ever, 18-karat gold bracelets could be wrapped around the wearer's wrist without a clasp and, as if by magic, return to their original shape. Material experts and technical institutes thought this was impossible. But it is innovations like these that motivate the Wellendorff goldsmiths and showcase their craftsmanship, understanding of materials and attention to detail.
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