Damiani SpA, an Italian fine jewellery guru established by Enrico Damiani in 1924 and currently managed by the third generation Guido, Silvia and Giorgio Damiani, is one of the very few remaining jewellers in the world still owned by family of the founder. The epitome of superb quality, constant innovation and effective communications, Damiani is celebrating its 90th year of excellence and passion this year.
In the trade, the crown of ‘Valenza-born’ is a proof of high-quality artisan tradition and exquisite craftsmanship. Damiani is determined to have the jewellery handmade at its atelier in the Italian city, vice president Silvia Damiani told Hong Kong Jewellery. Unlike many upscale jewellery brands who also cast their influence over accessories, fashion or home décor, Damiani focuses on a single aspect. “We are a specialist in jewellery; our direction is clear. You can easily find everything you need in your jewellery wardrobe in Damiani.
“It is a pride for us to be one of the most famous international brands in Japan which is known as the most critical market in terms of quality. It is a kind of guarantee to all our customers by telling them we are already famous in Japan,” said Silvia Damiani. Japan is currently the second largest market for Damiani, after Italy.
A combination of craftsmanship and innovation, Damiani is distinguished by a spirit of pioneering and forward-looking. From classic models to masterpieces, Damiani’s design has set examples of creativity, aesthetic perfection, beauty and harmony.
The excellence of uninterrupted innovation has won Damiani a number of prestigious international awards over the years. “We are the world’s record holder of 18 Diamonds International Awards which is revered as the ‘World Jewellery Oscar’,” said Silvia Damiani. In fact, her own design, the Blue Moon diamond earrings in a half-moon motif, is among the 18 award-winning pieces.
Silvia Damiani gave the family’s innovative spirit a new expression when she joined Damiani in 1980’s overseeing the group’s communications and image.
She brought a sweeping change to the company as well as the jewellery world’s communications by featuring Hollywood A-listers including Sophia Loren, Sharon Stone, Brad Pitt, Jennifer Aniston and Gwyneth Paltrow in the communications of the group’s different jewellery lines. Apart from being consistent with the philosophy of the line they present, the artists should possess natural elegance. “All celebrities we choose are well-known for their natural sense of elegance, even when they are occasionally photographed. They have their own characteristics. Like Gwyneth Paltrow, this is something that either you have or you don’t have. All of them are very talented,” said Damiani when explaining her selection criteria.
Movie stars give us hope in making dreams come true. “It is easier to communicate via celebs because everybody watches what they do and has a feeling or know about them. They are modern princes or princesses who have worked very hard to be successful. People like to dream. People like to admire,” Damiani added.
Damiani has a well-knit distribution network all over the world. In Greater China, there are 14 flagship stores at present, including nine in the mainland. “Asia has always been an interesting market for us. The growth of the economy gives us more chances. The growth of wealth encourages us to invest more in Asia,” said Silvia Damiani.
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