About Us

Über Uns

who we are

After several years of preparation, the starting signal for our jewelry label of the same name was given in January 2022 with the founding of Avenida Santiago GmbH. The launch of the online store and social media accounts followed in November of the same year.
In the future, the label will be called Avenida Jewelry, with SANTIAGO now referring to the original collection. In addition, we presented another collection called VESPUCCI in May 2024.

We are Roland Knipfer and a small team of enthusiastic employees and partners who all pursue the same goal.

What moves us

The core of our work is to produce jewelry sustainably and fairly, from recycled silver and gold, exclusively in Germany, combining expressive and extravagant design with uncompromising quality. In doing so, we want to counteract the fast fashion culture according to the motto "buy less but better". We want to help create awareness of the problem of our throwaway behavior and at the same time show a way in which this problem can be massively counteracted with timeless design, high quality and the resulting longevity.

We love silver and are enchanted by gold

Silver is one of the oldest and most beautiful jewelry metals and is almost imperishable. But we also love this precious metal because of its unpretentious appearance and its special charisma and use it primarily to make our jewelry. With our new VESPUCCI collection, gold is now also making its way into the Avenida jewelry world, because gold has also exerted a magical attraction on people for thousands of years, which we cannot resist either.

Responsibility meets design — design meets quality

We are convinced that the consumption of luxury should take on a special responsibility for nature and society and thus for the well-being of our planet. At Avenida Jewelry, we are aware of this responsibility and therefore focus on sustainability and longevity. Nevertheless, the fair and responsible creation of our jewelry always remains in the background - whoever sees and feels it should perceive nothing but beauty and quality. For us, design and quality are inseparably linked to sustainability and fairness.

Our greatest concern is to build a bridge between sophisticated design and excellent workmanship on the one hand, and caring for people and the environment during production on the other. For us it is clear: taking responsibility does not mean giving up, but making the better choice.

Jewellery for everyone — everything for you

This idea is the motto of our collections. What we mean by this quickly becomes clear when you search for jewelry in gender categories, as usual. However, we don't think in categories, but in individuals and make jewelry for people - for everyone - for you! With our casual and at the same time luxurious creations, we want to give everyone who feels addressed by them the opportunity to express their unique personality and make a statement for freedom and responsibility.

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