about us

jeweller at the Tiroler Schmuckkastl in Seefeld IN TIrol, since 1937.

The premises

The Tiroler Schmuckkastl – a landmark of Seefeld

ecorated with flowers in the summer and covered in snow in winter, the Tiroler Schmuckkastl has become a landmark of the internationally renowned tourist resort of Seefeld in Tyrol.

The distinctive façade with its Lüftlmalerei fresco gives the building a romantic character, which also continues inside the Tiroler Schmuckkastl with soft colours, delicate murals and elegant furniture, including some original pieces dating back to the 1930s.

Step inside. We warmly welcome you to the Tiroler Schmuckkastl.

The
Experience
Begins with
the First
Impression

It begins with a warm welcome, grows with every conversation, and lingers long after your visit through exceptional service for your jewellery and timepieces.

Jürgen
Armbruster

ürgen works front of house at the Tiroler Schmuckkastl. He loves advising the customers, sharing his expertise and passion for the business with a calm, friendly air. No detail is too small: the prong setting of a diamond ring, for example, the tiny cogs in a clock mechanism, the smile of a satisfied customer. Colours are referred to using shades and metaphors, as they appear to the trained eye of the gemologist.

He is more of a listener than a speaker and likes to get things done rather than sit on his laurels. In the grand world of jewellery and watches, his focus is on quality, value and consistency because appearance and luxury are not the only things that are important to him. For more than 30 years, customers from all over the world have placed their trust in him. He approaches every person without prejudice, treating everyone with the same attention and respect. Perhaps that is precisely why he has a special ability to make everyone feel at home.

AN AWARD-WINNING JEWELLER

A small jewellery store with great awards

he renowned Schmuckstars are among the most prestigious awards in the Austrian jewellery and watch industry.
Juwelier Armbruster was honoured as "Classic Jeweller of the Year 2021" and received the "Webstar of the Year 2022" award for its outstanding digital presence and online shop.
A recognition of the quality, personal service and dedication of our family business, which makes us immensely proud.

Advice

aking you feel welcome. Listening. Understanding.

Knowing when a conversation needs time and when clear advice makes all the difference. Sensing when discretion is called for. Understanding the materials and characteristics of jewellery and watches down to the smallest detail. Appreciating colours, proportions and design. Respecting each person's individual style without trying to change it.

Above all, giving honest advice. With patience, attentiveness and genuine interest.

If you asked us what makes us most proud, the answer would be simple: the trust our customers place in us, and the personal advice that strives to honour that trust every single day.

TEAM

Heide

ith a passion both for high-end jewellery and haute couture, Heide is a qualified stylist who knows all there is to know about aesthetics. And that’s not all: before returning to Austria to focus her talents on her new passion of jewellery, she pursued a career in luxury fashion in Zurich and Paris.

Far from being a novice in our industry, she has in-depth experience in the world of jewellery and luxury watches. She is greatly valued by suppliers and customers alike. We very much appreciate that she decided to become part of our team. Now we and our customers benefit from the knowledge and added value she brings to the business.

Gaby

f you have ever photographed the Tiroler Schmuckkastl in full bloom in summer, then you have already unknowingly admired the fruits of Gaby’s labour. If a job requires patience, dexterity and creative skill, she’s the one we turn to: stringing pearl necklaces, braiding macramé bracelets, mounting elastic stone bracelets.

Having worked with us for 20 years, she knows every corner of the building and keeps it looking beautiful. Time and again, we ask ourselves: what would we do without Gaby!

Ingrid

ngrid, whose long professional career has been dedicated to the sale of gold and silver jewellery, first encountered high-end pieces of jewellery, both from our well-known brands and the in-house goldsmith’s workshop, in the Tiroler Schmuckkastl. And it was love at first sight: with fascination and curiosity she immediately felt at home in this world and now wears her own earrings by Marco Bicego.

It didn’t take long for us to discover her real talent: decoration. With a natural flair, she skilfully combines gemstone colours and jewellery designs, losing herself in the process. When she is finished, she regards the finished product, which is always tasteful and refined, with satisfaction and a little pride. She brings an extra-special glamour to our shop windows and display cases.

Elisa

hen you express yourself best in writing and have an ability to notice and absorb every little detail, the best story telling results. That’s Elisa: a quiet observer of everything that goes on in our world, she sensitively conveys what she sees in her words and pictures. That’s why she is responsible for digital marketing: the content of the website, administering the e-shop and social media, sending out newsletters and much more besides.

A multilingual, internationally oriented art lover, she does also have experience in the jewellery industry, having worked (a long time ago) for a jewellery brand from her native Vicenza in Italy.

History

Four generations of jewellery tradition

ontrary to what you might expect, our jewellery story did not in fact begin in Seefeld.

The roots of our business can be traced back to the Schmuckkästchen jewellery shop our great-grandmother once owned in Oberschreiberhau, a town in what was then German Silesia. This was also where our grandmother, Johanna, learned the trade before her marriage. Her husband was also a jeweller from Bavaria and together they took over management of the Alpen – Schmuck –Kästl in Garmisch. However, the marriage was not a happy one. Newly divorced and with an iron will, she came to Seefeld alone in the 1930s to continue her profession.

She rented a small shop on a farm belonging to the Kuen family, which is where we are still based today. Thus, the Tiroler Schmuckkastl was founded in 1937.

In 1938, she married Johann Schiestl, eight years her junior, whom she had already met in Garmisch when he worked as a bellboy in the hotel Garmischer Hof. In 1939, he was called up for military service, leaving our grandmother to manage the store alone under the most difficult economic conditions throughout the Second World War. Both brothers of our grandfather, Johann, died in the war, soit was he who inherited the family hotel Gasthof Oberwirt in Gerlos. He soon sold it and, with the profits, the couple purchased the building from the Kuen family in the 1950s and rebuilt the Tiroler Schmuckkastl as it still stands today.

The shop has been in our family ever since, and is now on its 3rd generation of owners. In 1978, Johanna and Johann’s daughter Rosmarie took over the business with her husband Günther Armbruster. We, Gebrüder Armbruster (the Armbruster brothers), have been in charge of the company and its in-house goldsmith’s workshop since 2011.

And the story continues.