Extremely elegant shapes, craftsmanship and innovation form the perfect combination that creates Damiani jewellery, the luxurious ambassadors of Italian manufacture abroad. We asked Giorgio Damiani, vice president of the group about interesting markets for the future and about their most representative products.

The story of the Damiani group is one of family traditions that have grown from one success to the next since 1924. How have you become so big?

Damiani began in 1924 in Valenza, an area of excellence for Italian-made jewellery. The company is known for its mastery in creating unique items, genuine masterpieces of refined gold artistry. This paved the way for a continual growth that has involved bold choices in strategy, production, distribution, marketing and communication. Today the group is quoted on the stock exchange, with three subsidiaries operating in New York, Tokyo and Lugano, five trademarks and a wide distribution network of 82 boutiques and over 2,500 retailers.

How much of the Valenza gold work tradition is still found in the company's products today?

Damiani is the highest expression of Italian jewellery, which is prized throughout the world for its history of tradition, design and innovation. Throughout the years we have managed to combine specifically hand-crafted gold production techniques with new technologies and modern designs.

Which foreign markets do you most favour? Which ones are worth exploring further in the future?

The development of foreign markets is our main focus today. We have a network of single-brand boutiques in Madison Avenue in New York, Place Vendome in Paris, Via Montenapoleone in Milan, Rodeo Drive in Los Angeles, the prestigious Ginza district in Tokyo and in London’s Old Bond Street, and we currently operate in 70 countries. Recently we have been focussing on the growth in Eastern Europe, the Middle East and Asia and we have opened four boutiques, in Istanbul, Mumbai, Beirut and Singapore. The countries worth exploring further in the future include China, where demand is increasing, and India, where jewellery products have always been appreciated.

Is there any product that you feel represents you the most?

Our group’s products are well represented by our five brands: Damiani, Salvini, Alfieri & St. John, Bliss and Calderoni 1840, through which we manage to cover various segments of the market and offer a complete range of jewellery in various price ranges, from the accessible luxury of Bliss, to the Damiani Masterpieces, which can even cost a few million Euros and are expressions of haute couture and exclusive jewellery. There are also some "iconic" products, such as the Gomitolo collection and the D Side collection, which this year celebrates its 10th anniversary.

What products are you launching on the market in the near future?

We are launching a new line of Damiani jewelled watches, with a strikingly original personality and innovative features created with gold, diamonds, rubies and sapphires.