Tuesday, 22 January 2013 10:23 | By Charmaine Ho

Rock of Ages

Italian jeweller Damiani opens its first Singapore store.

Rock of Ages

Tell us five things about Damiani.

First is its history. We have almost 90 years of history, which I think is very important for a jeweller because that gives our consumers confidence and trust in us. Second is that design for Damiani is very important. When my grandfather started the business in 1924, he was already creating unique pieces for noble families. Damiani has also won the most Diamonds International Awards in the world. Third is, of course, quality: We always use the best materials. Another important thing is family. We are a public, but family-owned, company. Lastly, passion, for us, has always been a very important word. My family and I believe passion is very important to success. You have to dedicate yourself to what you’re doing and we try to make this happen as much as possible.

What characterises the Damiani design? 

We are very proud to be Italian. All Damiani jewellery is handmade in our factory in Valenza, Italy, and we are very proud of that. For example, in our design team, our senior designer is an Italian who has been working for the company for many, many years. But we also have new designers coming from different places around the world — India, Taiwan, Brazil, US and other countries — to collaborate with our internal design team to inject influences into our designs. That’s because we are an Italian brand but also international.

Damiani has many celebrity fans but who, to you, epitomises the brand?

We have already collaborated with many celebrities during the last 20 to 25 years: Isabella Rossellini, Gwyneth Paltrow, even Brad Pitt. But at the moment, my favourite is our spokesperson, Sharon Stone. She really represents us. She’s elegant and mysterious; she has sex appeal. Of course, she’s also a big fan of diamonds and Damiani.

What can we expect from Damiani in the near future?

With the presence of a boutique, it’ll be easier to communicate with customers and have a long-lasting relationship. We want to do something very interesting: To bring our designer here to create custom-made pieces for special customers. This will be something we will be doing very soon and now that we have a boutique here, it’ll be easier.

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