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sell pieces that had a story," says
Christian Schaffrath, co-CEO,
sales and marketing executive, and
son of third-generation jeweler
Bernd Schaffrath.
A young Alexander set out to make
jewelry unlike anything else on the
market. In 2002, the company
patented its Liberté setting fea-
turing a diamond solitaire held in
place not with prongs or bezels
but with an arch set over the table
and the culet resting in a notch
where a basket would traditionally
be located.
"Liberté is our core and best-
known product, and it's also the
one that is rather diffi cult to
explain," says Schaffrath about his
fi rm's visionary design, whose
tagline is "We set the diamond
free." "People have to see it to un-
derstand it."
As general manager and line rep-
resentative at shows and U.S.
stores for 15 years, Marcus Ruehle
has encountered many fascinated
but tentative brand fans. "People
have been a little bit scared, asking
'Can the diamond not fall out'?"
Ruehle reassures them. "We are a
German company so it would kill
our reputation if it wasn't safe."
Seventeen years later, Liberté is
still made for discriminating
clients who seek out modern
German designs. Ditto for the
brand's other revolutionary looks,
including Calla, a fl oral-inspired
concept with a concealed setting;
Conspiracy, featuring pavé dia-
monds on shank interiors and ear-
LIBERRTÉ® alliance
ring white gold 18
Karat with tot. 1.60ct.
LIBERRTÉ® ring white
gold 18 Karat with pavé
0.45ct and 0.70ct center
stone.
"We set the diamond free."
"People have to see it to understand it."
