“A Family Business Is No Nine-to-Five Job”
INterview with Sebastian Schroeter | 30.04.2026
Sebastian Schroeter’s profession revolves around everything that glitters and sparkles. Although he originally set out on a completely different path, he is now the Managing Director of the family-owned jeweler Heldwein, located in a prime spot in Vienna’s city center. He is as well-versed in luxury products like jewelry and watches as he is in the unique dynamics of a family business.
His career within the company of his stepfather, Anton Heldwein, began in 2013 with the opening of the Vienna Pomellato boutique. As its Store Manager, Schroeter introduced colorful, handmade Italian jewelry to the women of Vienna. Today, he stands alongside the senior partner at the helm of the traditional jeweler Heldwein on the Graben.
Originally, Schroeter had dedicated himself to a different industry: landscaping. However, after his military service, he was drawn to Edinburgh to study business, where he also got a taste of the then-struggling automotive sector. It was through an internship with an acquaintance of his stepfather in Luxembourg that he finally landed in the jewelry business—and clearly found his calling. When the location and opening date for the Vienna Pomellato boutique were finalized, his return to Austria and entry into the family business was a natural next step. As Store Manager for the exclusive Milanese jewelry label, Schroeter quickly took on responsibility. For nearly ten years, he also rotated through various departments at the Heldwein flagship store on the Graben. Alongside his work, he completed a degree in gemology at the GIA (Gemological Institute of America) in Carlsbad, California, through distance learning and on-site lab classes. Since 2024, Sebastian Schroeter has served as the Managing Director of Heldwein.
Are the exclusive pieces of jewelry from his house more of an accessory or an investment? How do you achieve harmonious cooperation in a family business? And what prompted the jeweler to take a detour into the world of modeling? Sebastian Schroeter in a conversation about luxury, fun, and true values.
Mr. Schroeter, you lead a renowned family business alongside your stepfather. Is there a “secret recipe” for ensuring that succession goes as smoothly as possible?
Sebastian Schroeter: Family – like any interpersonal relationship – always requires work. The “younger spirit” often believes they’ve already figured everything out. But anyone who has the chance to draw on the experience of the older generation should take it. For the successors, the challenge is certainly being able to take advice and not trying to take over too much too fast. For the older generation, letting go isn’t always easy. In my experience, they are all the more delighted when we younger ones do things differently but do them well.
That sounds like a long-term process.
Sebastian Schroeter: Naturally. A family business is not a nine-to-five job and isn’t comparable to a classic corporate career. You live and breathe the company, identify with it, and often have a very friendly, even family-like relationship with the team and the customers. That close bond isn’t something you want to lose overnight.
“Family – like any interpersonal relationship – always requires work.”
You spent ten years working in various departments and know the operation inside out from your own experience. What do you like to handle personally, and where are you particularly grateful to have an excellent team behind you?
Sebastian Schroeter: I have a good technical understanding, but honestly, I’m never going to be a goldsmith. That’s why I’m so happy about our fantastic team in the atelier. Thanks to two master goldsmiths and my stepsister, who became a journeywoman last summer, the future is secure. With their talented hands, they realize what we brainstorm with our customers. Technical advancements such as 3D design and plotter-based model creation now play a major role in that. Personally, I love taking care of the business side. Patek Philippe – our only watch brand, but one of the most significant, if not the most significant – is very close to my heart. The same, of course, applies to our Atelier Heldwein.
Has the brand portfolio changed since you joined the company?
Sebastian Schroeter: We have significantly concentrated our portfolio over the last ten years – or perhaps even before I joined. Today, we offer considerably fewer brands than we did 15 years ago. In return, we have gone much deeper with these selected partners. This intensive cooperation brings me a lot of joy. Every brand has a different approach and design, but they all share the same standard of quality.
“Preserving values and realizing visions” is a phrase on your website. Which values are particularly important to you, and what visions are you pursuing?
Sebastian Schroeter: For us, it’s primarily about craftsmanship and quality. We make no compromises there. Of course, one could save on quality by using different gold alloys or lab-grown diamonds, but that’s not how we want to work. Natural products in the finest quality are what we care about. They represent the value for our customers – whether materially or sentimentally. It’s a beautiful moment when you can pass something with real substance down through the family. Ultimately, that is also the vision we follow: focusing on Atelier Heldwein with its craftsmanship and unique designs. A very curated brand portfolio complements this offering on equal footing.
In the ad campaign for Atelier Heldwein, you and your stepfather are seen in work clothes polishing oversized pieces of jewelry. Was that a fun excursion into the world of advertising?
Sebastian Schroeter: We enjoy our profession and the craft. Generally, jewelry should be fun. Without thinking much about it, it was immediately clear: we would play these roles ourselves. We wouldn’t have even thought of scouting models for the campaign. Hanging from a trapeze, being photographed and filmed, was a great experience. The campaign reflects who we are quite well. You shouldn’t always take yourself too seriously.
What does exclusive jewelry, like the kind Heldwein produces and sells, mean to you personally? Is it more of an accessory or an investment?
Sebastian Schroeter: It should, can, and must be both. In any case, jewelry should bring joy to the wearer. That “sparkle in the eyes” is the most important thing. Naturally, with a piece of jewelry, you also have a “nest egg”. Colored gemstones, in particular, have increased enormously in value over the last five to ten years. Diamonds generally soared during the Covid pandemic, but prices have since dropped again. Special cuts and sizes hold their value better than conventional round brilliants. The latter, however, can be sold more quickly. Diamonds behave similarly to gold: coins and ducats, which many people collect and give as gifts, can be sold more easily at the daily rate than specialized pieces. So, while the topic of investment is relevant, it’s not the primary focus for me when it comes to jewelry. I think it would be a shame to reduce a piece of jewelry down to its resale value. The most important thing is the joy of wearing it.
“That ‘sparkle in the eyes’ is the most important thing.”
Is jewelry too precious for a safe?
Sebastian Schroeter: Yes, if it’s purely for the safe, you’re better off investing in loose gemstones like rubies, sapphires, and emeralds. Besides these classics, a high-quality Paraíba tourmaline, for example, is also suitable as an investment. Colored diamonds have been in high demand in recent years because availability is so limited.
Your most valuable piece of jewelry? And why?
Sebastian Schroeter: For me, things have high value when I associate them with a special moment or person. As a newlywed, my most valuable piece is certainly my wedding ring right now. Beyond that, a brooch belonging to my grandmother and various cufflinks that were gifts from special people for special occasions – I wear those daily. Additionally, my Patek Philippe watch is something very special. It comes from a limited series that we were allowed to design together with Patek Philippe to mark the 50th anniversary of our partnership.
What is luxury?
Sebastian Schroeter: That’s a difficult question. Jewelry and watches are certainly luxury products. We don’t need them for daily survival. To me, true luxury means being able to share beautiful things, experiences, and time together.
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