Unlike most couples, we rarely exchange presents.
However, when we do exchange gifts, it is similar to our love story in that the gifts must embody qualities in which we believe. Because, like it or not, every decision we make reveals a lot about ourselves. It is what we do that defines our lives. So, even if our relationship is not perfect—no one has it this way—we choose to enhance it with:
- Beauty—this is one of the reasons we moved to the south of Spain
- Profound respect—in over 18 years of relationship, neither of us was put in the position of compromising himself/herself or his/her values.
- Profound love and admiration—oh, this is, to be honest, a modern fairy tale—as time passes, these two feelings grow stronger in our marriage.
I am wearing FREY WILLE silk scarf
So, returning to the gift issue, as I previously stated, our love is very similar to the gift we rarely give each other:
- We never compromise on quality.
- It must be something we will use for a long time, something we will love and treasure, rather than just another piece of clothing or home décor to fill our home.
- We both enjoy the backstory of how an item was manufactured, so the brand must have a beautiful history. We believe that the magic is in the details, and that investing in one-of-a-kind pieces is the best way to spend money on something to offer.
Speaking of extraordinary gifts, especially in this soon-to-be the most beautiful time of the year—Christmas—I asked Ana Maria Conache, Country Manager at FREY WILLE, about the story of this amazing brand about which I frequently talk on my blog or Instagram, as well as to assist me—and my community—with some gift ideas for her and him.
I do not promote consumerism, especially around a holiday that I hold sacred for the emotions, joy, and sense of belonging we all seek. So, I encourage you to buy selectively and choose only the highest quality. Give from the heart, and only to those to whom you truly feel called to give—something they need or that would make them happy. Christmas is all about love, magic, community, meaningful giving, and helping others.
I am wearing FREY WILLE silk scarf
Ana, what are your thoughts on the three concepts of slow, premium, and ethical fashion, and how do FREYWILLE's works embody these values?
This is one question that I will answer from a personal point of view but also from a professional point of view.
As someone who resonates completely with the concepts of slow, premium, and ethical fashion, I see them as essential pillars for creating a more thoughtful and sustainable future in the fashion industry.
Slow fashion aligns with my belief that what we wear should carry meaning and longevity. It’s about moving away from fleeting trends and investing in pieces that tell a story, hold sentimental value, and are crafted with care.
I value premium fashion for its focus on quality and artistry. There’s something deeply satisfying about owning a product that reflects unparalleled craftsmanship and individuality, knowing it was made with intention and precision.
Ethical fashion resonates with my personal values around sustainability and responsibility. Supporting brands that prioritize fair labour, sustainable practices, and reducing their environmental impact feels like a step toward making choices that are better for both people and the planet.
This is why FREYWILLE’s philosophy resonates so strongly with me. The commitment of the company throughout the decades to timeless design, exquisite quality, and responsible practices makes FREYWILLE pieces more than just beautiful accessories—they represent values that I hold close to my heart. Owning and wearing such pieces feels like a true reflection of who I am and what I stand for—for sure, these are the kind of pieces that you leave as a small inheritance—that “I have it from my grandma” type of accessory.
As for the professional role that I have and love, representing FREYWILLE on the Romanian market as Country Manager, we deeply embrace the values of slow, premium, and ethical fashion, as they align perfectly with our philosophy and approach to jewellery design.
Slow fashion is at the heart of everything we create. Our designs are timeless and inspired by iconic art and culture—masterpieces like those of Gustav Klimt, Claude Monet, and others. Every piece is handcrafted by skilled artisans, often requiring weeks of meticulous work. This commitment to craftsmanship ensures that our jewellery isn’t just an accessory but a cherished piece of wearable art, made to last a lifetime.
In terms of premium fashion, FREYWILLE stands out for our use of luxurious materials such as hand-painted fire enamel and 24-karat gold accents. Each collection is exclusive, ensuring that our clients receive something truly special and distinctive. For us, it’s about offering a product that reflects exceptional quality and individuality—a perfect fusion of art and luxury.
Ethical fashion is an intrinsic part of how we operate. By focusing on enduring designs, we inherently reduce waste and encourage more sustainable consumption. Our production process values fair labour practices and supports skilled craftsmanship, ensuring that every step reflects respect for people and the environment.
I’m proud to represent a brand that upholds these values in every collection we create. Our clients recognize and appreciate that FREYWILLE is more than just jewellery—it’s a celebration of art, culture, and ethical excellence, offering timeless pieces that resonate on a personal and emotional level.
The website freywille.com/ro appears to be a journey through the lives and works of various artists, including Paul Gauguin, Vincent van Gogh, Gustav Klimt, Alfons Maria Mucha, Friedensreich Hundertwasser, and Monet. I think it is amazing to not only sell products but also educate and inspire your audience. How does the FREYWILLE team decide which artist will be the next inspiration for each collection? I am curious about the process of selecting the "muse," but also the jewellery and scarf designs.
Artistic design is the focus of every piece of FREYWILLE jewellery. Each new collection is preceded by continuous inspiration and original research in art history. Whether independently drawn collections or homage collections of world-renowned artists, each detail is the result of passionate design and careful research. The genesis of a new collection takes up to two years from the initial concepts and drafts to the launch.
Could you please elaborate on the manufacturing process and how the jewellery is made of fire enamel?
FREYWILLE has developed a unique technique of fire enamelling. This unrivalled technique sustains pure, vivid colours throughout the enamelling process.
/Step 1/ Precious enamel (liquid glass and mineral colours) is the very basis of FREYWILLE jewellery. Special colour combinations solely used by FREYWILLE guarantee true colours in consistent tones. We have many colour tests to reach the desired intensity after the firing process.
/Step 2/ Enamel is applied and burned in several layers, whereas each layer of colour requires a certain mixing proportion. In total, the grounding, applying, cleaning and firing require 80–100 working steps for each piece.
/Step 3/ The finished piece of enamel, a fragile colour plate, is fixed in special 18kt gold mountings or mountings plated with 24kt gold or rhodium & palladium.
My favourite FREYWILLE item is a monochrome bracelet in nearly every colour available. Which one is yours? :)
This is the hardest question 😊. After some years working between these beauties, and I am close to a decade soon 😊 – I love all of them if we talk about collections. I appreciate the work behind each piece and choose to wear them depending on the look I decide to wear or on a more personal level, depending on the mood of the day. I have days when I choose more colourful pieces to improve the day and one of my favourite sets that manages to do this each time is Hommage à Vincent van Gogh—Éternité.
This year, in addition to the recent launch of a new collection, Hommage à Alphonse Mucha, FREYWILLE marked its 15th anniversary on the Romanian market. How is the woman who pampers her heart and body with FREYWILLE jewellery and accessories?
We have celebrated in 2024, 15 years on the Romanian market, and I can say that our local customers prefer from afar the earrings as a product category, followed by pendants and rings. Also, we have a nice share of scarves—these are the preferred products that our customers buy during gifting periods like Christmas or the 1st of March. Since all of our silk and cashmere scarves match the jewellery collections as inspiration and visual elements, these items are also a perfect addition to someone who already owns FREYWILLE jewellery.
Regarding collections, I can say that in the top three preferred ones we have: Hommage à Vincent van Gogh—Éternité, Hommage à Claude Monet—Orangerie, and Hommage à Gustav Klimt—Inspired by Portrait Adele Bloch-Bauer.
What products do you think would make the best Christmas gifts this year?
This year for sure we will have the Monochrome Bracelets as favorites, as an addition to already owned jewellery, as a standing-alone item, or in combination with a favorite set. One of my latest favourites that I dream of is the Denim combos where we used Monochrome in combination with one of our newest sets Hommage à Sophie Taeuber-Arp—Midnight. I love how this combination works on a more casual style, and I think it shows that FREYWILLE jewellery can be worn and be statement pieces that can be enjoyed daily.
Gifts for HIM
In Bucharest, you can shop for your favourite FREYWILLE pieces at one of two stores: Calea Victoriei 63-81, Radisson Blu Hotel, Șos. București-Ploiești 42D Baneasa Shopping City. Of course, online too, here: shop.freywille.com/ro
*This article is part of a fantastic project with a brand that I deeply and truly admire: FREYWILLE.
