Sebastian Schroeter: Luxury With A Concept

How do you deal with the omnipresent "Corona" topic? Did you expand despite the crisis?

All entrepreneurs are strongly affected by the crisis. But it is of course up to us to look ahead, to reflect, and to explore new opportunities. 

How difficult is it to set new impulses in such a conservative industry?

It is not easy to inspire customers again and again. You should always have your finger on the pulse of the times - and actually, be one step ahead. With "SELECT" I want to present an unprecedented concept - stylish and innovative at the same time.

You refer to the concept of the new store in the "Goldene Quartier". What can you tell us about it?

"SELECT" stands for a product mix that presents handicrafts from Austria and Europe. It is all about a holistic shopping experience. "SELECT" is a place to experience, feel, and buy exquisite jewelry and beautiful things, such as special books and exquisite spirits.

Does the more open concept also aim to take away a certain fear in new customers?

Absolutely! I want to show that luxury can very well be affordable. There is something for every taste in our range! I want customers to linger, feel good, and be inspired. The interior is designed by Theresa Obermoser from "T.O. Interior Design". It was important to us to create an experience with honest materials such as brushed brass and wood, and thus also appeal to a male audience.

Does art also play a role - an evident fusion?

Since I myself appreciate contemporary art, I would like to present the "SELECT" Concept Studio several times a year in the renowned gallery Clemens Gunzer. With these exhibits, works of up-and-coming artists are brought to the Goldene Quartier, thus completing the concept.

Would you declare your segment as art or craft?

Definitely as a craft. We work together with Viennese companies such as Jarosinski & Vaugoin and also with the traditional German company Döttling, both of which underline the demand for craftsmanship quality of "SELECT".

Both seem to gain importance as an investment - do you also recognize this in your buying behavior?

Absolutely, among other things that is why the idea was born. It was my concern to offer our customers exclusive access to extraordinary objects.

In contrast to diamonds, the market for colored stones is a little more complex - what trends do you recognize?  

Colored stones are always in demand. The current Ole Lynggaard collection also shows the trend towards special stones and minerals. With "SELECT" I creatively take up the topic of "investment": There are gold bars that can be broken into small pieces like a bar of chocolate - the "Feingold Combibar" is a unique piece from our partner philoro. Ole Lynggaard's handcrafted elephants are certainly always in high demand.

Would you emphasize the rediscovered importance of quality as a positive aspect of the current situation?

I can already observe that quality and value are becoming more important. Affordable luxury is still in demand. Our customers want to treat themselves to something of high quality even now. Because a piece of jewelry always has a real value in addition to its ideal value.