Nick Fox – What does Edward Mirell stand for, and how do you want to be known in the marketplace?
Adam Rosenberg – The brand Edward Mirell stands for, again with the background, history and heritage of our company, absolutely stands for quality, innovation – we’re definitely leaders in this category, we’ve introduced this category and we continue to lead in it. New processes, materials to achieve all the different looks that consumers are wanting to see in the market today.
Design is really important to us, we have some of the world’s most amazing designers on staff, headed by Eddie Rosenberg. So you will see as you look through our collection we’ve got about 20 men’s collections, we’ve got about 13 women’s collections and a countless number of wedding band programs in different materials. And again we stand for the quality of the materials that we use, but each collection is truly inspired. There is a real thought and emotion behind each collection that we bring to the market, that really brings something much more tangible to the consumer, something real.
NF – The Pallas band is the perfect example of that.
AR – Yeah the Pallas bands were actually inspired as we were thinking “what really gets the male customer excited?” And its that code of valour, strength that we like to adhere to, or like to at least believe we adhere to. And so we look back to the roman warrior era’s and samurai era’s and that’s where we actually came up with the Pallas collection. Looking at the different adornments on the swords and shields and armour from those time periods. The Templar collection actually came from the samurai era’s, so that’s two examples.
NF – And you’ve got the Samurai collection and Stealth aswell, they’re inspired collections
AR – Yeah each of the collections, even in the ladies, have the ordinary miracles collection which is the Koi fish and frogs and it really speaks of the strength of the female spirit. The Koi fish for example swims against current and survives in frozen water to come back in spring. And the frogs represent that metamorphosis of personality and person through their life so its definitely representative of the female spirit.
NF – And I love the Timoku bands, the joining of two separate materials
AR – Timoku is a really exciting new process that we have patented, it’s the first time that contemporary metals have been used in the Mokume process. The Mokume process is a Japanese metaling where they take two different materials and literally fuse them together through isostatic pressing and heat. It creates a sort of banded look which is why they normally call it the wood grain metal. But the story that the Japanese actually created for us, they say because it actually a merging of two metals, they say it’s the binding of two spirits that together make a stronger unit, but still retail their individuality. So it definitely speaks well for our wedding band program.
NF – Thanks very much Adam!
You can see the full video here