Of course, the venerable 190-year-old British brand specializing in jewelry and watch travel and storage accessories didn’t actually say that. But based on the products Wolf is promoting at JCK Luxury (June 4–9), the sentiment is definitely implied.
Among this year’s standout Wolf product presentations is the Athos safe (pictured at top), the latest addition to the brand’s lineup of safes, cabinets, and watch winder solutions. Athos is wrapped in a sustainable biomaterial; beneath its elegant surface lies a robust structure forged in steel, Eurograded and UL-tested to provide protection against both burglary and fire.
There is a growing demand for safes among customers who take their personal watch and jewelry collections very, very seriously, according to the company’s fifth-generation CEO, Simon Wolf. And luxury retailers are finding that this type of collector appreciates good-looking, fortress-like apparatuses that keep their investments neatly organized—and extremely well protected.
The high-tech underpinnings are an intriguing bonus (and those built-in watch winders are a feature few horophiles would be able to resist).
As one of these state-of-the-art safes, Athos—like its predecessor, Atlas—would be something to feature prominently on the sales floor. “It draws attention, sparks conversation, and immediately signals to customers that this is a store that deals in premium products,” says Wolf. When placed in a high-traffic area of the store, “it becomes a real talking point for customers and a great way to elevate the overall store environment while offering something truly unique to discerning clients.”
It’s fair to say that jewelry storage—long overlooked as strictly utilitarian—has become a more marketable category in general. Many designers and retailers are exploring options that go beyond the functional end use to deliver an appealing mix of style, whimsy, and Old World charm. Take the widely celebrated advent of Trove, for example, Jessica McCormack’s highly coveted custom boxes, or Wolf’s own recent collaboration with jewelry designer Marla Aaron.
“We’ve definitely seen a rise in demand for jewelry storage from both large retailers, department stores and smaller watch and jewelry stores,” affirms Wolf. “There are a few reasons we believe this is happening: Consumers are buying jewelry for themselves more than ever, and with that comes a need for organizational storage that looks after their pieces and looks great in their home, too.
“There’s a cultural emphasis seen on social media channels for organization and home interior aesthetics,” he adds. “Consumers want their jewelry boxes and cases to be part of their personal style.”
The uptick in interest and enthusiasm for this category may be new, but jewelry storage and travel accessories in a range of colors and silhouettes have been a constant for Wolf for almost 200 years.
During Luxury, Wolf will also be promoting its new Bella collection of jewelry boxes and travel accessories clad in vegan leather detailed with a crisp, tailored pleated effect. The shapes are elegantly rounded and streamlined, and the colorways include bordeaux (the perfect shade of garnet red), bone (a dove gray), and mocha (hello, Pantone).
Amid all these handsome “courtiers” is a “fair lady” ready to meet throngs of new admirers: An enchanting follow-up to last year’s completely gorgeous Swan Lake-inspired turning-ballerina jewelry box, Sleeping Beauty is a fairy-tale moment captured in turquoise Ultrasuede, with a walnut wood veneer exterior and heart-shaped marquetry.
Inside, an embroidered backdrop featuring images of a castle and roses frames a heart-shape mirror. Two interchangeable hand-painted ballet dancers with different skin tones spin to the tinkling sounds of Tchaikovsky’s “Sleeping Beauty Waltz.” The finishing touch is a rose-tipped key for locking up keepsakes (and secrets).
Safe travels, everyone!
Top: Check out the Athos safe, a formidable watch and jewelry storage solution, and more from Wolf at Luxury booth #1031 in Las Vegas, June 4–9.
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