Damiani Group President, Guido Grassi Damiani reveals what sets the iconic brand apart, its commitment to sustainability, and how passion fuels its innovation.
“Our goal is to keep growing and competing with”
CAN YOU GIVE US SOME INSIGHTS INTO THE HISTORY AND LEGACY OF THE DAMIANI GROUP AND HOW IT HAS EVOLVED OVER THE YEARS?
The company was founded by my grandfather back in 1924, so next year marks our 100th anniversary. We started in Valencia, a small village city in northwest Italy, about an hour’s drive from Milano. Despite its size, Valencia is a crucial hub for jewelry-it’s actually the most important jewelry district in the world. Many top jewelry brands source their products from there. We’ve been based there since the beginning because it’s our hometown-my father and grandfather were born there. Nowadays, even other international jewelry brands set up shop in Valencia because of its significant know-how. Initially, we started as a small laboratory, with my grandfather designing and producing everything. When my father took over, he began branding the company. Now, in the third generation, we’ve expanded internationally with around 90 stores worldwide. We not only have Damiani but also other brands, a multi-brand retail chain, and even a glass company producing high-quality chandeliers and blown glass vases in Venice, Murano.
WHAT MAKES DAMIANI STAND OUT FROM OTHER LUXURY JEWELRY BRANDS?
I believe the significant difference lies in our situation-we’re a family-owned company founded
by my grandfather and passed down through generations. We’re genuinely Italian, and unlike many other big international brands that were sold to French conglomerates, we remain independent. This familial touch is reflected in our collections, the quality of raw materials, and our commitment. It’s not just business for us. We’re looking towards the next generation.
IN THE EVER-EVOLVING WORLD OF FASHION AND LUXURY, HOW DOES DAMIANI STAY RELEVANT AND INNOVATIVE?
Our driving force is passion. While money is undoubtedly important, for us, it’s about pride and tradition. We compete with huge groups not just for financial gain but because of our passion.
CAN YOU HIGHLIGHT ANY RECENT COLLABORATIONS OR PARTNERSHIPS THAT HAVE BEEN SIGNIFICANT FOR THE DAMIANI GROUP?
Collaborations often involve celebrities. For example, we’ve worked with Sophia Loren and Brad Pitt in the past. We’ve also collaborated on charity projects, like developing a water wheel in Africa with Sharon Stone to provide fresh water to communities in need.
DAMIANI HAS A RICH HISTORY OF CRAFTING ICONIC PIECES. COULD YOU SHARE A FEW MEMORABLE MOMENTS OR PIECES THAT HOLD A SPECIAL PLACE IN THE COMPANY’S HISTORY?
One memorable moment was winning the first Diamond International award, and it holds a special place because the winning piece was designed by my mother. It’s a testament to our company’s design prowess and family involvement.
CAN YOU SHARE SOME INSIGHTS INTO DAMIANI’S SUSTAINABLE PRACTICES AND INITIATIVES?
Sustainability, for us goes beyond just a green economy. It involves working together, respecting diversity, and giving back to the community. We have a strong focus on charity, believing that when you’re fortunate, it’s essential to contribute positively to the community.
WHAT IS YOUR VISION FOR THE FUTURE OF DAMIANI, AND WHAT PLANS DO YOU HAVE IN PLACE?
Our goal is to keep growing and competing with international brands. We aim to secure a prominent position in the global market and remain one of the leading international brands.
LASTLY, WHAT ADVICE WOULD YOU GIVE TO ASPIRING JEWELRY DESIGNERS OR INDIVIDUALS LOOKING TO ENTER THE LUXURY GOODS INDUSTRY?
I’d suggest remembering that jewelry is timeless. Being creative is essential, but balance is key. Designs should be unique but not too extravagant, ensuring they stand the test of time and can be cherished for generations.
IS THERE ANYTHING ELSE YOU WOULD LIKE TO ADD OR SHARE WITH OUR READERS?
We invite readers to connect with Damiani. While we may be a new brand in this part of the world, we’re well appreciated globally. Plus, next year marks our 100th anniversary, so we encourage everyone to celebrate with us by exploring our pieces.
