Meet the Buyer: Anja Heiden from Wempe

Anja Heiden, Executive Board Member and Jewelry & Gems business unit manager, talks about her visit to VicenzaOro January 2018


  • Anja Heiden, Executive Board Member and Jewelry & Gems business unit manager

    Anja Heiden, Executive Board Member and Jewelry & Gems business unit manager


Authoritativeness, prestige, tradition and the guarantee of a brand that, for over 135 years, has been a reference point, not only for Hamburg, the city where its 'head quarters' are located, but for the entire watch and high jewelry retail world. We met Anja Heiden, Executive Board Member and Jewelry and Gems Manager at Wempe.

How long have you been coming to VICENZAORO for your purchases?

We have been coming to VicenzaOro for about 30 years, a lifetime. But my personal 'baptism' was when I started working in Wempe's Buying Office.

What does this event represent for you? What do you expect?

Coming to VicenzaOro is always extremely stimulating. My password, which is fundamental for me when I arrive here in Vicenza, is inspiration. With the huge o her that this Show provides, I expect to find mood jewelry and jewelry with a contemporary design to complete our collections.

In terms of jewelry, what makes the German market different? What is your customer looking for?

The German market is still very classic. They link buying jewelry to a moment to remember, to celebrate. Very few women buy jewelry for themselves.


You are a person with a very broad vision of the market on an international level. What picture do you think you could give us in regard to the sector trends?

The structure of the market is very clear to me. On the one hand there are the big brands with their dynamics and well-defined strategies. On the other, there are diamonds, the classic solitaires that, in my opinion, are timeless and a safe buy.


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