Alchemy’s Branding History
April 1st, 2019
The early branding of Alchemy jewellery was different to today’s markings. The company’s origins were, as is the case with many nascent companies, not straightforward and its identity evolved over time.
The very first products which launched the venture, around 1976, were a small collection of punk ‘anti-jewellery’, irreverent pins and pendants such as a toilet seat, a graffitied padlock and a bent screw, all made one at a time, hand cast from scrap lead and designed to shock! These were branded as ‘Poker’, with the name hand carved into the back of each model. Then, in 1977, we rented a small shop with a little room for a workshop behind. We named the shop Rieder’s Axe and the company, Rieder Design, after one of our heroes; a revered late 15th century Austrian armourer Kaspar Rieder, from Muhlau, Innsbruck who was a master metalsmith in magnificent gothic style, by appointment to Emperor Maximilian I.
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Alchemy will help you play a good trick on someone who does not know much about the dark world. All you have to do is stay as cold and serious as Morticia Addams.