Peace

What Peace does

Frieden AG Creative Design is a Swiss jewelry manufacturer and wholesaler founded in 1898 by Emil Frieden in Emmental, Switzerland, and headquartered since 1907-08 at Obere Hauptgasse 37 in Thun, in a building with a 500+ year-old foundation. The company manufactures rings, necklaces, bracelets, earrings, and pendants using diamonds, colored gemstones (notably sapphires from its co-owned Pink Valley Mine in Madagascar), and cultured pearls, combining traditional goldsmithing with in-house CAD design, 3D printing, laser equipment, and a gemmological laboratory. Its offerings span four signature branded collections (Diamas, Thomas Frieden, Rainbow, Canadamark) plus bespoke commissions, repairs, and appraisal services.

Frieden operates a hybrid B2B/B2C revenue model: it runs a direct retail boutique in Thun, supplies 250 jewelers worldwide through an international dealer network, and participates in trade fairs including Basel World (founding member since 1954), GemGenève, and shows in the USA, Germany, Japan, and Hong Kong. Revenue is generated through unit-priced jewelry sales (CHF 1,410-71,190 per piece), wholesale gemstones and cultured pearls (Thomas Frieden and René Lauper have sourced pearls directly from Asia since 1970), custom design commissions, and professional appraisal services for insurance companies, notaries, and courts. Professional services are anchored by GIA Graduate Gemologist credentials and the company's own gemmological lab, with escalation to SSEF Basel and Gübelin for difficult cases.

The legal entity is Frieden AG Creative Design, a private Swiss corporation (CHE) owned since January 1, 2018 by Patrick and Brigitte Aeschbacher via Bläuer AG (Thun), following the divestiture by the third-generation Frieden family and partner René Lauper. Headcount is in the 11-50 range, reflecting a small, specialized craft and wholesale operation. Frieden states it is the only Swiss manufacturer offering both full jewelry manufacturing and gemstone/cultured pearl wholesaling under one roof.

Name

Peace

Legal name

Frieden AG Creative Design

Website

https://frieden.ch

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

11–50 employees

Short description

Frieden AG Creative Design is a 125+ year-old Swiss jewelry manufacturer in Thun that designs, produces, and wholesales diamond, colored gemstone, and cultured pearl jewelry to 250 jewelers worldwide, while also selling direct from its boutique and offering appraisal and custom design services.

Ownership category

akta.pro rank

Product category

Fine Jewellery Manufacturing

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Jewelry, Silverware & Plated Ware (3910), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Fine Jewelry Manufacturing & Atelier Production (CRAKAAAK)

akta.pro secondary industries

Fine Jewelry Wholesale & Trading (CRAKAAAL), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

Keywords

• Fine jewellery manufacturing
• Cultured pearl wholesale
• Coloured gemstone jewellery
• Custom jewellery design
• Gemmological appraisal services

Headquarters

HQ city

Thun

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Jewellery Sales: Direct sales of manufactured jewellery pieces including rings, necklaces, earrings, bracelets, and pendants. Products are sold through own boutique and international dealer network. One-time purchase model with price points ranging from CHF 1,500 to CHF 71,190.
2. Wholesale Gemstones and Cultured Pearls: Wholesale distribution of precious gemstones and cultured pearls to 250 jewelers worldwide. Frieden has been a major importer of cultured pearls since 1970. Thomas Frieden and René Lauper travel annually to producing countries to source at the source.
3. Expertise and Appraisal Services: Professional jewellery appraisals for insurance companies, notaries in inheritance cases, and courts. Services include diamond valuation, coloured gemstone appraisal, cultured pearl assessment, and inheritance valuation.
4. Custom Design and Manufacturing: Bespoke jewellery creation service where designers and goldsmiths work with clients from sketch to CAD animation to wax model before final creation. Free detailed estimates provided.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Frieden is a Swiss jewellery manufacturer and wholesaler producing fine diamond, coloured gemstone, and cultured pearl jewellery under branded collections including Diamas, Thomas Frieden, Rainbow, and Canadamark. They operate an in-house manufacturing facility in Thun with design, goldsmithing, and stone setting under one roof, and supply 250 jewelers worldwide through wholesale distribution of loose gemstones and cultured pearls. Beyond manufacturing, Frieden offers custom design commissions, jewellery repair and engraving, professional gemmological appraisals, and gem investing advisory services.

Product overview

Frieden is a Swiss jewelry manufacturer offering a comprehensive portfolio of jewelry products and services. The company operates as both a manufacturer and wholesaler, providing diamond jewelry collections (including exclusive Diamas, Thomas Frieden, and Canadamark lines), colored gemstone jewelry (with the signature Rainbow collection featuring natural Madagascar sapphires), and cultured pearl jewelry (Akoya, South Sea, Tahiti, and Freshwater). Beyond jewelry sales, Frieden offers complementary services including gem investing advisory, gemmological expertise and appraisal, custom jewelry design, repairs, and wholesale distribution of loose gemstones and cultured pearls to 250 jewellers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• DIAMAS: Exclusive collection with rough diamonds, inspired by uncut diamonds from Kimberley mine in South Africa, launched in 1976
• THOMAS FRIEDEN
• RAINBOW
• Canadamark

Products and services

• Diamond Jewellery Collections Fine diamond jewellery collection featuring styles including Rivière, Solitaire, Diamond Design, Jubilé, Carmen, Paradise, Wonderland, High Society, Liberty, Heartbeat, Twist of Time, the exclusive Diamas rough diamond line, and the Canadamark certified Canadian diamond line. Sold to consumers and wholesale partners.
• Coloured Gemstone Jewellery Coloured gemstone jewellery featuring natural sapphires from Madagascar (Rainbow collection), plus named series such as Aladin, Fame, Mamma Mia, Paris, Colour Design, Mary Poppins, Mother & Daughter, Evita, and anniversary collections ADELE, ARABESQUE, GATSBY, MARQUISE. Sold to consumers and wholesale partners.
• Cultured Pearl Jewellery Pearl jewellery made with Akoya, South Sea, Tahiti, and Freshwater cultured pearls, including necklaces, pendants, and pearl clasps from various origins.
• Custom Jewellery Design Service Bespoke jewellery creation where in-house designers and goldsmiths work with clients from sketch to CAD animation to wax model before final creation. Free detailed estimates provided.
• Jewellery Repairs and Engraving Repair services including rhodium plating, pearl and stone necklace re-stringing, stone setting checks, and engraving.
• Jewellery and Gemstone Appraisal Service Appraisal services for insurance replacement values, inheritance valuations, and dispute resolution, covering diamonds, coloured gemstones, cultured pearls, and complete jewellery pieces.
• Gem Investing Advisory Advisory service for investing in rare, natural, untreated gemstones of the highest quality with famous origins, including rubies, sapphires, emeralds, spinels, tsavolites, and alexandrites with certificates from GIA, SSEF, Gübelin, or GRS labs.
• Gemmology Services Gemmological expertise including gemstone identification, origin determination, treatment detection, and certificate issuance, in partnership with SSEF Basel and Gübelin Lab for laboratory analysis.
• Gemstone and Cultured Pearl Wholesale Wholesale distribution of loose gemstones and cultured pearls to 250 jewelers worldwide, including Akoya, South Sea, Tahiti, and Freshwater pearls sourced directly from producing countries.
• Diamas Collection Exclusive collection featuring rough diamonds combined with faceted diamonds and special gold patterns inspired by nature, with slogans 'beauty from uncut nature' and 'exclusive but affordable'.
• Thomas Frieden Diamond Collection Branded diamond collection in three lines (Feuille Divine, Oeil Magique, and Fleur Céleste) with each piece carrying an engraved number and certificate of authenticity.
• Rainbow Sapphire Collection Natural coloured sapphire collection featuring pastel-coloured sapphires from Pink Valley Mine in Madagascar, hand-cut and assembled with fine colour transitions, set in flowing line designs for bracelets and necklaces.
• Canadamark Solitaire Collection Solitaire jewellery line using Canadamark registered-trademark diamonds from responsible Canadian mining (Ekati and Diavik mines), with each diamond laser-engraved with a unique serial number on the girdle and accompanied by a GIA certificate.

Quantifiable outcome

• Supplies 250 jewellers worldwide with collections or individual creations
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor, moderate and core.

• GemGenèveminorOthers · 1 January 2018Founded in 2018 as a small but exclusive fair for precious stone dealers. Frieden participates to satisfy extended business activities in coloured gemstones.
• SSEF Swiss Foundation for Gemstone ResearchmoderateOthersProfessional membership. SSEF (Schweizerische Stiftung für Edelsteinforschung) is the Swiss Gemmological Institute in Basel, worldwide leader in determining gemstone origins. Frieden collaborates with SSEF for difficult appraisals requiring expensive instruments that cost millions.
• SGG Swiss Gemmological SocietymoderateOthersProfessional membership. Founded in meaningful year, Willy Frieden became a member in the 1950s, passed all exams and earned the title 'Expert SGG of Gemstones'.
• GIA Alumni AssociationmoderateOthersThomas Frieden is a Graduate Gemologist (G.G.) from GIA. René Lauper holds G.G. GIA certification as well.
• VSGU Swiss Union of Jewellers and WatchmakersminorOthersProfessional trade association membership (Verband Schweiz. Goldschmiede- und Uhrenfachgeschäfte).
• Pink Valley Mine, MadagascarcoreStrategic or Co-development PartnerFrieden is co-owner of the Pink Valley Mine in Madagascar. This provides direct access to natural coloured sapphires for the Rainbow collection. Unlike sapphires from Thailand and Sri Lanka, Madagascar sapphires are beautiful in their natural state without heat treatment.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Piaget: Swiss fine jewelry and high-end watchmaker under Richemont, combining gem-setting expertise with branded high-jewelry collections—a larger incumbent in the same Swiss-jewelry-craftsmanship category.
• Pomellato: Italian fine jewelry house under Kering, known for branded collections and craft-driven manufacturing, with international wholesale and own-store distribution—adjacent European fine-jewelry maison with a similar heritage-rooted positioning.
• Boucheron: French Place Vendôme high-jewelry maison (Kering) with deep expertise in colored gemstones, branded high-jewelry collections, and global flagship retail—larger incumbent sharing the gemological-expertise and heritage narrative.
• Chopard: Swiss luxury jewelry and watch maison with ethically sourced gold and gemstone programs, and a long history of in-house craftsmanship—broader scale, but overlapping Swiss-jewelry-with-provenance story.

Direct peers

• Bucherer: Swiss fine jewelry and watch retailer/manufacturer with deep European retail networks, gemological expertise, and a curated house style—comparable Swiss heritage player with both retail and wholesale exposure.
• Gübelin: Swiss family-founded fine jewelry maison with a renowned in-house gemological laboratory, vertical integration in colored gemstones, and a single Lucerne flagship—almost identical heritage-and-expertise positioning to Frieden.
• Damiani: Italian family-owned fine jewelry manufacturer with branded collections, in-house goldsmithing, and a strong wholesale and flagship-retail model—comparable atelier-style manufacturer competing in the European premium segment.
• Wellendorff: German family-owned fine jewelry manufacturer known for cold-enamel goldsmithing, exclusive branded collections, and a small atelier-driven production model—closely parallels Frieden's niche, atelier-scale premium positioning.

Regional players

• Boodles: British family-owned fine jewelry house with atelier manufacturing, gemological expertise, and selective own-store retail—similar small-scale, expertise-led model operating in a different geography.

Emerging players

• Mikimoto: Japanese fine jewelry house founded on cultured pearls, with branded high-end pearl collections, atelier production, and global retail—most directly comparable to Frieden's 50+ year cultured-pearl importing franchise and pearl-jewelry category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/100065344605481
• LinkedInlinkedin.com/company/frieden-ag-creative-design

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

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