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Jeweler Frey Wille hits Rodeo Drive on Friday

February 23, 2012 |  8:00 am



Austrian jewelry brand Frey Wille (pronounced fry-ville) is opening a boutique on Rodeo Drive on Friday, adding another location forits 87 stores worldwide. The 1,000-square-foot store will showcase the company’s art-based accessories like jewelry, pens, belts and bags all with a colorful, enamel inlaid design that has come to be the Frey Wille signature.

The Rodeo Drive location (Frey Wille also has a store in Santa Monica, its first in the U.S., which opened in 2005 but has since become too small to house the growing collection) will stock the full product line including jewelry, watches, accessories, a men’s collection and scarves all with the decorative art mosaics inspired by painters like Claude Monet and Gustav Klimt.

Though the Frey Wille merchandise is known for containing a kaleidoscope of colors, patterns and shapes, the boutique's décor is decidedly more subdued. The space, designed by architect Miyako Tsutsui and Simone Grünberger-Wille, Frey Wille chief designer and wife of chief executive Friedrich Wille, is clean, natural and modern, furnished with pieces shipped from Vienna. Architectural details that echo the well-known brand’s “winged Sphinx” logo are built in throughout the store.

 --Melissa Magsaysay



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 Photo: A Frey Wille bracelet with the company's signature colored patterns. Credit: Frey Wille