Just in time for the summer season, we finally made it. Everybody was waiting for it. Antique style jewellery is up-to-date! This time, the aim was to address also the lower price level. With our “young collection”, now even more people can afford gorgeous antique style jewellery.

It really was a dilemma: numerous people walked past our shop window and realized that antique-style jewellery can be fairly expensive. Even as replica, pieces with many diamonds and rich brilliant trimming still cost a lot of that money that is so hard earned. Of course – with our gold jewellery collection, our customers make good purchases. Unfortunately, only well-to-do consumers can afford such jewellery. This shall now end.

The following is (unfortunately) a true story from the life of a jewellery representative. It is a must to tell you what happened to me the other day. The prospective jewellery buyer needs to be warned. The following is the argument against our garnet jewellery I was confronted with lately:

"Oh, now I see, your garnet jewellery is made of silver! We can’t sell that. The jewellery we offer is made of red brass gold (gold!). That’s what our customers want, something that is noble and of high quality like red brass gold..."

Stay calm, I thougt, and I tried to explain carefully to the shop owner that red brass is no genuine alloy, and that the name red brass GOLD was slightly misleading. The lady angrily replied that red brass had 85% gold content and that the rest was copper and such. Hereupon, I said nothing more – thought of a retort, but said goodbye and left the shop. Read all about red brass in the following chapter...

Antique jewellery emphasizes a woman’s beauty – regardless of which generation. An increasing number of younger women are also fascinated by this jewellery – thus differing more and more from the rank and file. “Individualism” is getting important again...

Would this pretty woman still beam with joy if a lady at the neighbouring table in the street café wore exactly the same jewellery?

Tina Michalsky does not need to worry about such questions... Tina is wearing antique style jewellery from goettgen.

Handcrafted jewellery is individual, unique and ageless. In our shop, there is no place for sterile, industrially procuced bulk goods.

Wheter it is cosmetics by Uschi Glas, jewellery or cleaning agent: modern teleshopping programmes are becoming bigger and bigger. This is due to a perfectly elaborate system of "we blether until the customer’s knockedout..." Creams ironing the wrinkles of a 55-year-old lady until she looks as if she just had her first kiss. Cleaning agent making things whiter than ever before – how bad were those times when everything in the household was yellowed. Fine that we now have "Wash-me-till-I’m-dead-UltraOxi". Almost like the well-known saying: "computers solve problems which we wouldn’t have without them!"

But what would a teleshopping programme be without the jewellery hours?
Here, they break a fly on the wheel:

"Ladies, look at this gorgeous piece of jewellery. It is consistently (!) manufactured (!) in 925 sterling silver. Let me just put the ruler once more – the beautifully manufacured (!) bar of this exclusive (!) ring has a diameter of 3 mm. Ladies, may I draw your attention to these numerous, wonderfully glittering flawless BlueDiamonds XY. Here, no compromise was made. 26 stones – each single one grinded devotedly by means of brilliant grinding(!) – ennoble this high carat work of art. 17.4 carat are glittering, and they flatter the one who wears it in a way that has never existed before, my ladies...".

That’s more than you can bear. The counter on the upper edge of the screen tells, how many naive housewives or early-retired pensioners are just running to their phone to make the "bargain of their life".