Gold is considered a currency that proves its worth in times of crisis.

Christoph Wellendorff can confirm the motto of the investment professionals through his experiences with private customers: "I have never experienced such an increased demand for our jewelry," says the entrepreneur, who, together with his sister-in-law and his brother, owns the 129-year-old and in Pforzheim-based jewelry manufactory.

The 58-year-old son of the family is responsible for sales.

He has noticed a change in buyer behavior for a long time.

The uncertainty during this time ensures an increased longing for brands that you can trust.

Customers could trust real values.

Touch the jewelry anyway.

"It's also something you can take with you," he says.

The Wellendorff Gold Creations GmbH & Co. KG is one of the best-known jewelry brands in the world.

The jewelry, which includes the so-called Wellendorf cord and a rotating ring, but also necklaces and bracelets with the stylized W, is made in the in-house manufactory.

However, the business economist does not want to give any details on business development.

"I am a trained goldsmith and not a financial manager," he says with a jovial smile.

Estimates in the industry assume that the annual turnover amounts to around 50 million euros.

The jewels cost from 5000 euros upwards

The experienced salesman displays casual elegance to customers and business partners.

During the interview in Stuttgart, it consists of a combination of a suit and very comfortable shoes.

Shoes that are too fine would probably be impractical for the sports-loving businessman who walks half an hour every day with his brother Georg to the company and back in the evening.

The common pieces of jewelry from his manufactory cost from 5000 euros upwards.

Unique pieces from the luxury brand can cost up to one million euros.

The company with 150 employees worldwide, around 100 of them in Pforzheim, relies on small collections, a high degree of vertical integration in Germany and the longevity of its products.

"Around 40 pieces of jewelry are made a day under the direction of my brother and under one roof in Pforzheim," says Christoph Wellendorf.

He joined the family business in 1991, is the face of the company and in this function maintains contact with international sales partners and regular customers.

There are twelve boutiques in the world.

In addition, 100 other jewelers have the jewelery in their range.

He knows the history of every jeweler, says the entrepreneur.

And further: "We want to be present in the most important civilized jewelry markets in the world."

Loyal to the Middle Kingdom

While politicians in Germany are beginning to question their relationship with China and companies are urging them to keep their distance, the medium-sized company remains loyal to the Middle Kingdom.

"We have three boutiques in China, and the third opened at the beginning of July." The company has been represented there for ten years.

Asia and China have a signaling function for luxury brands.

Recently, the insight into a local presence matured, when even wealthy customers from the Far East no longer come to Europe often.

Travel has almost come to a standstill, especially during the peak phases of the pandemic.

China had almost sealed itself off with its strict corona rules.