In any customer relationship it ’ s important to be keen to help – help to find precisely the gem , brilliant , metal shape , metal colour or tool that the designer is looking for in order to create the perfect item of jewellery in which classic craftsmanship is naturally combined with the best materials . Irrespective of whether the receiver is a member of the royal family , represents nobility or is an actor , famous or ordinary , things must be transformed in order to create the most memorable and beautiful day in the life of the producer , the giver and the receiver . For the same reason , Aktiv Guld is also renowned for its close collaboration with its suppliers . Products always undergo quality assurance before they find their way into our range . This guarantees the highest quality , regardless of whether it concerns precious metals , semi-manufacture , diamonds and gems , tools or machines .
CRAFTSMANSHIP AND TRADITION “ Even in the most capable hands , the world ’ s finest materials inspire a little sense of awe . The goldsmith and silversmith ’ s craft is complicated and bears witness to traditions that go back several centuries . It ’ s therefore essential that everything functions in the optimum manner , and as a supplier to the industry , it ’ s absolutely crucial that we deliver the best quality on time and that we act with a clear conscience . For the same reasons , Aktiv Guld works with the best , strictest and most serious producers ”, says Lone Christensen . Great stringency in terms of data and stock discipline is also required , since Aktiv Guld handles more than 10,000 very different articles on a daily basis – and in order to be able to create quality products , the materials and the tools that are used in the development process must also be of high quality .
“ The challenge today is actually that consumers have so many possibilities . The world has become both bigger and smaller at the same time , so it ’ s a question of finding your own identity as a goldsmith and as a business . The best advice I can give in this regard is therefore not particularly surprising : You have to make your choices and then make sure you stay on course . This involves knowhow and maintenance of levels of professional quality , which can then be combined with constant development and progress . Of course , there are crises in society , but this hasn ’ t caused us to waver . It ’ s just made us focus even more on the maintenance of classic professional values combined with development and optimisation ”, explains Lone Christensen . In conclusion , Aktiv Guld ’ s success is thus due to a whole-hearted passion for the profession , a dedicated team and a desire to always find the optimum solution for the individual task at hand .
AKTIV GULD – FROM THE BEGINNING
On 1 May 1998 Lone Christensen established Aktiv Guld in partnership with Johan Ottosen . In 2010 Lone Christensen took over Johan Ottosen ’ s share of the company when he embarked on well-deserved retirement . Today , the firm has 12 employees with a range of different backgrounds : goldsmiths , shop assistants from the goldsmith sector and individuals from the tool industry , wholesalers and employees with expertise within accounting , web commerce and communication . The firm has external business partners with a sense for branding , websites and webshop , as well as instructors and trainers for Aktiv Guld ’ s seminars and courses . In geographical terms , Denmark is of course in focus , but the other Nordic countries also find their way to Aktiv Guld , something that has become easier since the establishment of the webshop . For Lone Christensen it ’ s absolutely natural that diamonds are one of the most important elements of Aktiv Guld ; the gems have been in focus in her daily life for more than 35 years . However , with her experience of working at Dansk Hollandsk Ædelmetal , tools and machines are also areas of relevance . Furthermore , Aktiv Guld has one of Scandinavia ’ s biggest selection of semi-manufacture in silver and 8 , 14 and 18 carat gold and chains . Initially , metals weren ’ t part of the product range , but during the last ten years metals have accounted for a significant part of the turnover – both for manufacturers and craftsmen .
LATEST KNOWLEDGE – COURSES AND SEMINARS
In order to ensure that everyone can benefit from the latest knowledge affecting the industry , Aktiv Guld provides courses and seminars in relevant areas – such as watchmaker ’ s tools , drawing , engraving by hand , stone-setting and electroplating . Capable goldsmiths can enhance their skills and competence in a professional and enjoyable environment with others who share their passion , whilst there ’ ll also typically be an opportunity to boost their network in the industry , both professionally and personally . Enthusiasm for the profession is an important factor for the many brands that wish to be represented by Aktiv Guld , and they ’ re therefore willing to attend the initiatives and events that Aktiv Guld has arranged over the years .
29 THE FAIR Summer 2018 www . aktivguld . com