Luxe jeweler takes a shine to SF 

Shreve and Co. is diving into Chocolate Fantasy as Wellendorff opens its first North American boutique at San Francisco’s oldest retailer.

The store, which is located at 200 Post St., is in the process of expanding to accommodate the German jeweler’s collection, officials said Tuesday.

“Wellendorff has been a partner for 12 or 13 years now and we’re excited to continue that partnership in a bigger way,” said Richard Horne, president of Shreve. “They are within the top 10 luxury names in Germany and is the type of thing we want to bring here. It’s a good thing for Wellendorff, for Shreve and Co., and for the customer.”

Christoph Wellendorff — the fourth generation to lead the family company that started in Pforzheim, Germany, in 1893 — said he chose San Francisco for the people and the values of The City.

“This city has a passion for fine things, with the museums, the opera and fine food,” Wellendorff said. “The spirit of innovation and sophistication make it the perfect place for Wellendorff.”

At the boutique opening Oct. 29, jewelry cases will be filled with pieces from the 2010 collection named Chocolate Fantasy, which includes new styles of the Wellendorff signature 18-karat gold rope necklaces, as well as bracelets, earrings and triplet rings, which come in five colors so customers can mix and match.

The rings are created with exact precision so they rotate and spin without any friction on the customer’s finger. According to Wellendorff, the inspiration behind the movement is a 500-year-old fairy tale that says a woman can make a wish after turning her ring three times.

Wellendorff will also be making an exclusive ring for San Francisco.

shaughey@sfexaminer.com

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