Annamaria Cammilli, Italy, is celebrating the 35th anniversary this year. The Florence-based family enterprise is famed for producing gold jewellery with contemporary design, unique forms, 3D perspectives, striking finishes and original gold hues. Hong Kong Jewellery had a chat with head designer Raffaella Renai in Hong Kong over the Japanese inspirations and the anniversary collection.
Annamaria Cammilli created an anniversary collection celebrating the commemorative moment, paying homage to Japan for the inspirations given to the brand, according to Renai. The new collection made its debut at Baselworld this year.
“My mother found the company 35 years ago. She went frequently to Japan to propose her creations. She opened her mind to the new reality of the Japanese world where the flowers, the gardens and the nature deeply inspired her design style. The anniversary collection is to give thanks to Japan for the precious inspirations,” she said.
The collection’s ‘Flo’ pendant set in gold with diamonds accentuating five three-petal flowers in descending size from top down features a matte finish. To add a personal touch to the piece, customers can choose the colour of each of the five flowers from the brand’s seven signature gold hues namely black lava, champagne pink, ice white, lemon bamboo yellow, natural beige, orange apricot and yellow sunrise.
Niwa is another novelty for 2018 drawing inspirations from Japan boasting clean and minimal lines. The collection features an oval-shaped design crafted from mattee gold, etched with graphic lines and finished with diamond frames.
All Annamaria Cammilli creations are mainly developed from four core design concepts: minimal ‘essential’, abstract ‘vision’, dynamic ‘texture’ and sculptural ‘flowers’. Each concept comes with a dedicated finishing, from mainly shine (as for ‘texture’), matte and shine (as for ‘essential’) to totally matte (as for ‘vision’). “These features are very recognisable. It is our signature which will not be changed year by year,” Renai stresses the importance of brand identity.
She says that the brand is stepping up preparations for an independent online platform which aims to further communicate the Firenze atmosphere to the world, strengthen the attachment with the millennials and facilitate e-commerce.
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