InterviewEmployee interview

"I'm Niessing's number one fan!
I want to share their creative merit with as many people as I can."

Operations Division II, Niessing Team Hwa Chui (joined Kashikey in 2020)

  • Story.1I don't think of this as work.
    I just want everyone to get to know the brand that I love!

    My current work involves two main areas. One is sales promotion. I'm in charge of the production of printed matter such as posters, advertisements mailed directly to clients, and catalogues, as well as the development of novelty presents and suggestions for displays at the Niessing head office in Germany. My other work involves PR advertising, including the management of the Niessing website, SEO strategies, SNS, providing content and images that will appear in department store media and mass media publications, and increasing brand recognition.
    It's my second year at the company and I've been entrusted with duties that are very important for the brand, but I don't think of this as work. I want everyone to get to know more about the brand that I love! I want to increase the brand's visibility! I'm Niessing's number one fan! This is what I feel while I'm doing my work.

  • Story.2From the first moment I saw the brand's jewelry, I was charmed by the designs and technique.

    I encountered Niessing when I came to Japan to attend jewelry school. The first piece I saw was their tension ring (currently called the Niessing Spannring) in my textbook. The design, which looks so modern that you'd never guess it was developed in 1979, and the technique left such an impression on me that I proclaimed on the spot that I wanted to work for this company. My teacher then said to me, "The Kashikey company carries some of their items, but they need to promote the brand better than they are doing now." That was in 2013.
    At the time that I graduated, Kashikey was not taking applications for new employees, so I went to work at another company doing computer-aided design (CAD), but somehow I was not able to get Niessing out of my mind... That's when I applied for a part-time job at Niessing. I then started doing sales part-time and before I knew it, I was able to start working at the head office as a contract employee and just recently, I've become a permanent employee.
    Because I used to do jewelry-making myself, I have the point of view of a jewelry-maker. When I was asked to make creative advertisements for Instagram, I tried to create the contents from a jewelry-maker's point of view, and when the numbers showed that I had gotten the most views, I was really happy and felt that my work is worthwhile.

  • Story.3Sharing the brand's worth and creative long-life design with people of discerning tastes.

    From now on, I want to increase Niessing's visibility in Japan and also increase the number of shops. Niessing jewelry is both classic and modern with creative designs. The brand shines overseas, having won numerous awards. Possessing great technical skill, their craftsmen carefully create pieces one by one, so the quality is high. As SDGs are expanding in recent years and long-life design is being re-examined, I expect that Niessing would definitely be an attractive brand to people of discerning tastes. I want to share the brand's worth with as many people as I can.

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