Insight Talk: Guido Maria Kretschmer x NXT LVL Brands
On the afternoon of February 21, a crowd of excited people gathered at the NXT LVL Brands booth in Hall A2 at Inhorgenta 2026. The reason: Germany’s arguably most popular fashion designer was making an appearance—Guido Maria Kretschmer.
NXT LVL Brands is part of the Italian Morellato Group, which has been developing, manufacturing, and successfully establishing jewelry and watch brands in the retail market for decades. As a wholesale partner, the company distributes brands such as Maserati, Morellato Silver, JETTE Jewelry, and Daniel Wellington in Germany. NXT LVL Brands is now also launching a line of stainless steel jewelry by designer Guido Maria Kretschmer.
Following a successful trial with select key accounts, the brand is now being rolled out to specialty retailers. Lucky charms, fashionable accents, and versatile styling options are paired with an accessible price point.
“That’s not for you!” – This line from the hit TV show *Shopping Queen* has long since become a catchphrase. When it comes to his jewelry, however, Guido Maria Kretschmer would hardly ever make such a judgment. After all, he is closely involved in the design process, as he revealed in an interview with *Insight Luxus*: “Nothing gets done without my approval.”
Insight Luxury: For about ten years, you have been designing your own jewelry in close collaboration with CHRIST. Now, your GUIDO MARIA KRETSCHMER stainless steel collection is being made available to specialty retailers through NXT LVL Brands. To what do you attribute this sustained success?
Guido Maria Kretschmer: I can’t really give a clear answer to that. I always do things when I feel that they make sense. From the very beginning, I liked the idea of offering beautiful, high-quality jewelry at affordable prices without creating any barriers to entry. In the fashion industry, I like to call this “Democratic Couture.” By that, I mean couture-inspired quality, style, and design that are both affordable and accessible to a wide range of customers.
I’ve applied this philosophy to my jewelry as well: fine craftsmanship and modern, high-quality designs. And I’m truly delighted that my jewelry has been finding its way into people’s hearts and jewelry boxes for so long.
IL: What sets your jewelry collection apart?
GMK: It’s incredibly wearable, versatile, and—as I mentioned—affordable. It’s important to me to offer my jewelry at a price point that many people can afford. At the same time, the quality and value have to be right. I also design my pieces so that they can be worn time and time again, because they highlight your personal style and pair beautifully with one another.
There are also always little messages in the form of symbols, such as hearts. You
can find them everywhere—as small and large elements, as pendants, or sometimes just subtly at the end. Because in the end, love is what remains.
I have a real affinity for women, and I truly appreciate it when my jewelry evokes such positive reactions in them. That is truly a great gift for me.
IL: What is the most significant difference between designing clothing and designing jewelry?
GMK: When it comes to jewelry, a design needs to be more focused and to the point. It’s about the essence of an idea, since jewelry is generally worn for much longer than clothing.
Another key difference is that in fashion, you always have to respect the anatomy and diversity of the human body. Jewelry, on the other hand, is designed to fit all body types—for fingers, wrists, ears, and the neck. This brings a great sense of ease and joy to the design process.
IL: Do you have a personal favorite in your own jewelry collection?
GMK: I’m a big fan of gold-plated jewelry with green stones. Green is my absolute favorite color when it comes to gemstones.
And now there’s a brand-new collection featuring these little green hearts on hoop earrings and bracelets. Even in difficult times, this elegant combination of green and gold symbolizes a very special kind of hope that always helps us look at ourselves and our situation with a more positive outlook. But I also love summer jewelry with its cheerful symbolism—pieces that are, in themselves, carriers of fond memories.
IL: Is jewelry more than just an accessory, and can it also convey a message?
GMK: Oh yes! Jewelry conveys so many messages and can have a lasting impact on the wearer. Unlike a flower, for example—as beautiful as it may be—jewelry is meant to last forever. It all begins the moment you open that jewelry box, a moment you’ll always remember.
And these days, women no longer have to wait for someone to find the right moment to give them a piece of jewelry. Today’s women treat themselves and buy things they’ve been wanting. That, too, is an important message.
In my view, jewelry embodies many different kinds of power and can truly reflect a person’s true self.
For example, I love it when women of a certain age skillfully pair jewelry they’ve owned for a long time with new pieces. They’ve mastered the art of expressing themselves through jewelry and fashion. That’s a great freedom we have—and one we should embrace.
IL: In your opinion, what piece of jewelry should be in every jewelry box?
GMK: It should be a piece of jewelry with personal significance that stays with you for a very long time. It’s about quality, not quantity. That’s why it’s so important to me that my jewelry combines affordability with durability.
