The Magpie
During this time, Emil Frieden chose the magpie as Frieden’s trademark. Swiss precious-metal-laws require all manufacturers to mark their jewellery with a logo to guarantee the gold content. Since then, Friedens’s magpie has also guaranteed the quality of coloured stones and cultured pearls and is therefore inseparably connected with Frieden.
Nomen est omen
In 1996, the company was incorporated under the name of FRIEDEN Ltd. Creative Design, integrating all activities under the roof of the old town house at Hauptgasse 37.