Inspired by architecture, nature and art, jewellery from Italian brand Ferrari Firenze is acclaimed for being entirely made in-house with traditional craftsmanship techniques and avant-garde technologies. Second generation of the family-owned business Giulia Gallegari talks with Hong Kong Jewellery on the recent business activities in Hong Kong, the atelier in Tuscany, the corporate social responsibility projects and market plans.
Two days prior to participating in the Hong Kong International Jewelry Manufacturers’ Show last year, the Tuscany-based brand launched a private viewing of their new designs at Duddell’s in Central, Hong Kong.
When commenting on the debut presence at the only B-C jewellery fair in Hong Kong, Giulia Gallegari said: “I think people attending were very different from other editions (in March, June and September) because we saw more private shoppers, less retailers. We found that they looked for discounted prices because they knew we are all manufacturers. After explaining to them the difference between the tag price, which was the price they would pay in store, and the wholesale price we offered at the show, they understood.”
She said that people were attracted by their big pieces but ended up buying the smaller versions. “Our big pieces are very dramatic and theatrical. They are full of gold, colours and shading. People can see them from afar. They tend to buy smaller pieces which to us is absolutely fine. It is our strategy to offer big, medium and smaller versions,” she explained.
Founded in 2012 by Ilaria Furlotti and Giulio Ferrari in Tuscany, Ferrari Firenze designs and fabricates every piece of jewellery at the atelier at Villa Corsi Salviati in the south of Florence. “We make everything in house with love. I enjoy bringing people our jewellery that is 100-percent handmade. Everything is designed and done by us in the villa. It’s so easy to sell our products because they’re really handmade, really beautiful. It is what it is, no marketing,” she said.
The close cooperation between the design team and craftsmen is the key to developing innovative ideas into imposing pieces. “Our head designer has been working with us for many years. She has a good relationship with our craftsmen. They need good chemistry. On paper it is one thing, on execution it is another,” Gallegari said.
Luxury brands are scrambling to engage better with younger customers who have different perspectives on jewellery. A millennial, Giulia Gallegari knows what younger generations are looking for. She said: “I’m a millennial, the thing I care about of a brand is truth. Ethics is important. We should hold respect for the environment and the planet. We are a no-plastics company. In my house there is no plastics either. We should also take care of our customers and workers. For instance, women at our atelier can go home when needed. Recently, we collaborated with an African women community on a handmade woven shopper bag project. The proceeds went to building a well for the society. Besides, all proceeds from our pink sapphire jewellery will benefit the Breast Cancer Research.”
For the digital-savvy millennials in mainland China, Gallegari said she is looking for a local partner to help them with a WeChat account, capitalising on the vast popularity of the application in making transactions and placing orders by mainland people.
Besides doing more on Instagram and WeChat, Ferrari Firenze will focus more on holding events in 2019 especially for smaller shops with excellent clientele. “I can’t ask them to purchase many items. They can buy what they have most confidence in. Let them explore the opportunity to give their clients something different,” Gallegari added. (Photo courtesy: Ferrari Firenze)
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