From retail to wholesale

During the years of economic crisis, around 1930, to earn enough money to feed two families, Emil’s sons Eugene and William, the second generation, started the wholesale distribution of their jewellery and also began to work in 18 K gold. William proudly told of how a famous jeweller from Zurich’s Bahnhofstrasse had given him his first big order for a jewellery collection in 18k gold. However, because Frieden did not have enough money to purchase the gold, he had to ask the jeweller for a down-payment.