While visiting the Inhorgenta Europe 2010 fair in Munich, it was the Lapponia booth the caught my eye.
The international Finnish jewelry company used the exhibition – which is the biggest in Germany – to celebrate its 50th anniversary. Germany is Lapponia’s biggest market.
Lapponia is a subsidiary of Kalevala, which focuses on selling jewelry exclusively to the Finnish market.
Lapponia, the international branch, operates in Germany, Scandinavia, Britain and Japan. Lapponia offers sleek, elegant designs, crafted in gold, white gold, silver, platinum and diamonds.
Lapponia and its production line are based in Helsinki, but the company employs jewelry designers worldwide and has at its disposal designers for, France, Hungary, Taiwan, Denmark and, of course, Finland. They express their vision whilst basing their designs on Lapponia's signature inspiration, derived from Finland's climate, nature and vistas.
Marja Paavolainen, Lapponia's export manager, answered a few of my questions.
How were your holiday season sales?
"We're very pleased by our holiday season's sales. We had a great start to 2010, in light of some successful cooperations with international buyers and we're hopeful ahead of 2010."
What characterizes Lapponia's spring collections? Which shapes, materials and sized?
"I would like to start by saying that Lapoponia adhere to its own conceptual line rather than to general, changeable trends. The spring collection features jewelry suitable for the younger consumer as well, like necklaces with leather straps and metal pendants in various sizes."
Some of the pendants are set in diamonds, as seen in the picture below – 12, 80-point diamonds.
As for Germany, your biggest export market, are the jewelry purchased by local consumers or by foreigners and tourists?
"In Germany, jewelry is bought mainly by local consumers. Lapponia's designs, especially those marketed in Germany, are suited for the German consumer's taste – clean, precise lines."
I was also interested in knowing whether there is a difference between consumption in southern Germany, which is considered a wealthier region, and northern Germany, whose larger cities belong to East Germany. Lapponia's sales agent for south Germany said that there were no significant differences, other than those noted in the salespeople's efforts.
The international competition for young designers
As part of Lapponia Jewelry's 50th anniversary celebrations, the company held the Next Episode competition, meant to encourage young designers to create contemporary artworks.
The competition entailed two phases: nearly 140 participants from 26 countries sent their entries for the first stage. Seventeen of the designs submitted graduated to the second phase, where mock up models were produced.
Finnish designer Mari Isopahkala was named the winner. Her entry, "Pisara" ("Drop"), introduced sophisticated solutions and has great potential in terms of varying and extending the concept further.
The outcome was the most complete in the competition – combining inspiration, a theme and name, esthetics and solutions into a beautifully finished composition.
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