Text: Natalia Orlova-Obolenskaya PRESENTING THE OPENING OF THE NEW BOUTIQUE, A LAST VISIT TO RUSSIA, A JEWELER AND AUTHOR OF ONE OF THE MOST BRIGHTEST SYMBOLS OF MODERN JEWELERY ARRIVED, ARRIVED FROM ARE RE-REVIEW. IN AN EXCLUSIVE INTERVIEW TO THE "RUSSIAN EMIRATES" HE ACKNOWLEDGED THAT VERY LOVE THE "PASSIONAL RUSSIAN SOUL".
What do you think of the Russian market in which you are so generously represented?
Friedrich Ville: I really love the Russian market. Everything you do comes from the heart. And very emotional. Your men and women are emotional. Russian music and literature is always extremely emotional. Shostakovich, for example. This is simply incomparable! And we are well aware that in Russia there are many connoisseurs of our brand. After all, our products are also very emotional. We have 20 stores throughout Russia, nine of them are in Moscow. The Russian market is very important for our jewelry house.
Perhaps you love Russian culture?
Friedrich Ville: Of course. In our German-Austrian educational system, we actively study foreign literature and music in schools. And special significance is attached to Russian literature. Not Polish, not Hungarian, for example. They are not so important! But Russian literature is an indispensable part of our educational program.
What are your favorite Russian writers?
Friedrich Ville: I think Dostoevsky.
Is the author complicated for Western perception?
Friedrich Ville: No, I like Dostoevsky. It's like a thriller! The Karamazov brothers, for example. Very interesting! I also like Leo Tolstoy, but this is another area.
Another Russian classic with a specific philosophy ...
Friedrich Ville: Yes Yes! But I really like War and Peace. I also watched a film that was shot by Russia and Germany about five years ago. I really liked it. It paid so much attention to the psychological aspects of the campaign. And I, for example, learned a lot of new things for myself, because I love history and philosophy very much. So, for example, for the first time I saw a new interpretation of the events of the time of Napoleon's invasion of Russia. Very curious interpretation! Indeed, until the very beginning of the war of 1812, no one in Europe could tell exactly what city in Napoleon was going to attack. To St. Petersburg or to Moscow.
And today it is already known for certain that he wanted to go to St. Petersburg. However, at the last moment he turned his army towards Moscow! Why? What for? I think that a military reason could well have been behind this. Maybe he did not want to go directly to the Russian Tsar? Or was he afraid of a peace treaty proposal? One way or another, but in the end, Napoleon went to Moscow.
And unfortunately, he lost the entire campaign! Add, fortunately for Russia and its people ...
Friedrich Ville: I agree. But this was one of the emperor’s most tragic mistakes. It seems to me that in the film his ambitions, dreams and the reasons for his tragedy are brilliantly presented. History is a curious thing! Russians and Austrians, for example, have a lot in common. In the center of Vienna, there is still a monument to the Red Army (Soviet troops liberating the city from Nazi invaders - approx. Ed.). Vienna is such a KGB center for the entire region. So, historically and culturally, we have a lot in common.
Therefore, the theme of Russia is represented in your luxurious Russian collection?
Friedrich Ville: It is called "Russian passion." And the name reflects my deep conviction that Russians are very passionate natures, with a wide soul! Communicating with you is easy to understand. In Russia, for example, more than anywhere else in the world, passion can be traced in everything. Something similar is in other countries of the former USSR - in Belarus, in Ukraine.
I met Mr. Yanukovych in Austria. The conversation lasted, probably, 15-20 seconds. I just told him: "Welcome to Europe!" I wanted to tell him something pleasant, we have three stores in Ukraine. So here he is - passionate nature.
Russia and Ukraine are in the same cultural space, we have many points of contact ...
Friedrich Ville: Of course, who will, for example, compare India and Russia. In 2014, we celebrate 10 years since the opening of the first store. By the way, I received a lot of questions about why we are not creating a collection for the Russians. But then I was not yet ready to answer them. But I often visited museums in Moscow and St. Petersburg, saw many works of art and decided to create this collection. The idea of design in folk style came to my mind a long time ago. But somehow I heard Putin speak and thought that the current Russian government is clearly looking for recognition! And I had an idea to recognize Russia.
So this is the secret of Russian Passion!
Friedrich Ville: I think that we did a very good job from an artistic point of view ... And we offered a great collection. Here is the Golden Kalinka, and this is My Matreshka! Do you recognize these motives?
Of course ... Tchaikovsky and Swan Lake!
Friedrich Ville: Studying folk styles, we learned that your origins are in the East. Therefore, folklore in Russia is not the same as in Europe - richer and more expressive. Look at all these bracelets and earrings!
Recalls the styles of Russian folk craft. Signed, Khokhloma ...
Friedrich Ville: Our artists found inspiration in Khokhloma. We made one design in the style of the Firebird. She is very famous in the world and therefore is important as part of the Passionate Russia collection. She's just fantastic! We have four artists working on Russian Passion at once! They meet, share ideas and together create wonderful things in the Russian style. There are many ideas, because Russian culture is incredibly rich!
And which of your jewelry do you like more? "Firebird", "Swan Lake" or "My Matryoshka"? And why?
Friedrich Ville: "Swan Lake". For me, this is something unchanged, connected with the history of my family, childhood. Tchaikovsky and his music are also part of my culture. My dad loved Tchaikovsky very much. We often listened to Swan Lake when I was a boy. We reviewed all the best productions of the Bolshoi and Mariinsky theaters, visited the performances of the Vienna and Paris Opera ... I always really liked to go with my dad to a beautiful Russian ballet ...
From an artistic point of view, I find our interpretation of Swan Lake very good. Refined, intelligent. But I also really like our Golden Kalinka collection. By the way, do you know what that is?
What Russian does not know "Kalinka-raspberry"? The most popular berry in the country!
Friedrich Ville: No, it was not the berry that inspired us at all! In Bulgarian, Kalinka is a tiny insect that brings good luck. Ladybug!
A new word in modern luxury! By the way, how much do you think luxury is in demand in our time?
Friedrich Ville: We are in a niche of luxury. Of course, luxury is not needed to survive. But it is necessary for the quality of life. I think we have created a highly artistic collection of jewelry. However, we do not make the brand name prominent, as many other companies do. We know that people like to wear our jewelry. They help to emphasize individuality, and do not glorify the brand.
But Frey Wille jewelry doesn't need eloquent logos. They are so easily recognizable!
Friedrich Ville: Of course, everyone will immediately understand that you are wearing bracelets or earrings from Frey Wille.
And yet our name never comes to the fore. This is luxury! For me, luxury is also an opportunity to improve my own life constantly and even daily. So if you have enough money - luxuriate, enjoy life every day! In this case, the luxury market has quite promising prospects?
Friedrich Ville: I think this market is very important and will grow. Every day there are more and more people who are able to spend big money on luxury goods. However, people who first show the brand most often want to cover up the inferiority complex. They broadcast to others: they say, look how successful I am - I can buy one, a brand and this one!
I’ll tell you a secret, a demonstration of famous brands does not at all indicate the presence of taste. On the contrary, all this logo love emphasizes the apparent absence thereof! And I am sure that in the future the attitude to luxury will become more individual.
And people will make more careful choices. Agree, what's the point of wearing what everyone wears or copies? Something special is needed. Unique. I emphasize once again that luxury is important precisely because it improves the quality of life.
I noticed that to create your own image, you skillfully operate luxury goods. For example, prefer unique ties ...
Friedrich Ville: Yes, this is one of my favorite accessories. And this is a rare piece of silk made by hand for the anniversary of Gustav Klimt. Do you recognize luxurious golden hues?
Yes, this is a fragment of the famous "Kiss" - one of the most popular and popularized by Hollywood, designers and the gloss of his work.
Friedrich Ville: A beautiful but sad story! Although I personally prefer to think that in the picture Klimt himself and his fiery beauty Emilia Flegge. Now in Vienna is an exhibition of his works. And if you want to see the richest and most amazing textures and shades of gold, be sure to go! By the way, the highest degree of luxury is to allow yourself the pleasure of admiring great art and listening to great music. And also use your favorite topics in art. As part of the image. Here's how I, for example, wearing this unique tie with a classic suit ...
Not everyone is capable of such liberties. Although, exclusive accessories always remain the perfect solution to a bohemian look. And this is proved by your collection of Hommage a Gustav Klimt.
Friedrich Ville: Exclusivity is the key word for the luxury industry. For the past 20 years, our policy has focused on exclusivity. Every year we produce a little less jewelry than, for example, last year. We create rarities. And use 18ct diamonds. We have a whole collection with 18ct diamonds. We like to be exclusive in the luxury market, rather than producing a large number of luxury products. Indeed, the smaller the number of copies, the more exclusive the jewelry becomes!
Is it hard to be a man of the art world these days?
Friedrich Ville: Yes, it is difficult. Especially if you work for yourself. It all depends on luck. And whether you can find a good agent if, for example, you want to be independent. And if you work in a company, there is no such pressure. In general, to be a man of art is the dream of many! In Austria, for example, if you are going to university at the Faculty of Arts, then the competition will be about 20 people per place. So people who want to study art must be from wealthy families. Because if you find an opportunity to work in the field of art - this is happiness! Finding a place in this niche today is very difficult ...
Do you like to dream?
Friedrich Ville: Of course. My dream is that my work will become so successful that I can seriously reduce the risks. After all, every new market is a big risk for the investor.
What are your plans for the future? Especially in Dubai and Moscow.
Friedrich Ville: In Dubai, in two years we will open our fourth store. This year in Russia we opened another boutique on the Kuznetsk bridge. We must carefully monitor changes in cities such as Moscow. For example, many years ago I wanted to open a store on Kuznetsk. This is a very important and popular place among Muscovites. But then we were offered a modest and not too interesting room. In general, it was very difficult to find a place for a store in Moscow if you were not from Russia. There was a mistrust on the part of the owners of foreigners. And foreigners rarely wanted to invest in the Russian market.
And today my boutique on Kuznetsk is located in the most luxurious place! And recently, I was invited to a very large event - the 120th anniversary of GUM. A two-day event with opera, receptions and a costumed masquerade on Red Square. As you can see, everything related to Russia is interesting to us. We are often involved in Russian projects and events around the world!
