You have the shoes. Now match them with the right jewellery. Such seems to be the thinking behind Salvatore Ferragamo's first jewellery collection which was recently launched and features everything from rings and bracelets to cuff links and money clips in silver, gold, coloured stones, and diamonds.
In an e-mail interview with BT Weekend, Ferruccio Ferragamo, the company chairman says, "The development of a jewellery collection represents an extraordinary opportunity to extend and enrich our range with a product that upholds the brand's values of exclusivity and Italian craftsmanship. Our brand strategy has always been to undertake projects that have an affinity with our identity."
For its debut collection, it has collaborated with Italian jewellery designer Gianna Bulgari, former CEO of the eponymous jeweller, and now founder of his own jewel and watch label Enigma.
Mr Bulgari says in a press statement that "through its culture of openness to the future, fashion allows me to experiment with new styles with my idea of modern jewellery". He adds that "this freedom is translated into his decision to use silver as a raw material, one that is still not commonly explored in the luxury goods industry". The jewellery features three lines - Futurista, Vara, and Gancino, all of which take inspiration from little iconic details in other Ferragamo items.
The Futurista line, which has bracelets, earrings, and pendants, all crafted in silver, draws inspiration from one of the label's icons - the futuristic Salvatore Ferragamo label that is featured on all of its shoes. For this, Mr Bulgari used an innovative graphic technique, where slivers of light create unexpected optical illusions.
The Vera collection takes its name from the buckle used by Salvatore Ferragamo to embellish shoes of the same name. For this Mr Bulgari transferred this distinctive emblem onto bracelets and "cabochon" rings. Apart from using silver, this line also has pieces in white gold and diamonds.
The Gancino line was inspired by Ferragamo's signature clasp on bags and accessories. The clasp which originated as a closure for bags, is given a fun touch by Mr Bulgari, who crafted it in gold and with diamonds and semi-precious stones. The Gancino range is available in rings, bracelets, and cuff links.
When asked which is the collection's must-have piece, Mr Ferragamo, like a father pressed to name his favourite child says, every piece of the collection is equally important. He adds: "The more iconic lines such as the Vara and Gancino collection have been particularly well appreciated."
His personal favourite is the Gancino line which uses precious materials to translate one of the iconic symbols of the brand. Prices range from $790 for a pair of sterling silver earrings from the Futurista line to $23,790 for a Vara ring in 18-carat white gold and diamonds.
The current collection took a year to develop from the initial designs to prototypes into the final pieces that go into the stores. "The collection is very focused with a full product range offered in either sterling silver or 18-carat gold, and with or without diamonds," says Mr Ferragamo. He adds that "jewels have been created to be long-lasting so the collection will not follow seasons; new products are added every year in order to refresh and complete the initial offer".
The new collections will be designed by its creative director Massimiliano Giornetti. "He really believes in this project as jewels embody a sense of timeless luxury," says Mr Ferragamo.
Asked why should people buy Ferragamo jewellery, he says that "jewellery is not yet a destination category in our stores, but the product is beautiful, precious, made in Italy, and has a strong design identity - all characteristics that are intrinsically linked to Ferragamo products; the customer will come to buy fine jewellery because they trust the high quality of our products".
Despite being launched only three months ago, Mr Ferragamo says feedback has been very positive. "Our main goal will be to expand the number of point of sales from 18 to 40 stores during the year."
The Ferragamo jewellery collection is available at the Salvatore Ferragamo boutique at #01-40 Paragon shopping centre.
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