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Damiani Signs Deal for Youth Brand in Japan

Italian jeweler Damiani SpA has signed a five-year deal with BGioielli Ltd. for the distribution of its youth brand Bliss in Japan.

MILAN — Italian jeweler Damiani SpA has signed a five-year deal with BGioielli Ltd. for the distribution of its youth brand Bliss in Japan.

The agreement anticipates the opening of more than 40 new sales points for Bliss in Japan, the first few of which have already opened in Tokyo in Ginza, Shinjuku and Ikebukuro, Damiani said Tuesday.

Other openings slated before the end of the year include two flagships in Omotesando, Tokyo, and the Shinsaibashi sector of Osaka.

“Japan represents a very important market for luxury,” said Damiani chairman and chief executive officer Guido Damiani. “I am confident about the success that [Bliss] will be able to achieve [there].”

Paris Hilton and Italian soccer star Alessandro Del Piero will also front the brand in Japan.

The deal caps a busy month for Damiani, following the relaunch of the Calderoni 1840 brand, the acquisition of the Rocca SpA retail chain and last week’s unveiling of a limited edition jewelry collection for Jil Sander.

“We are delighted to work with Jil Sander and we hope that this partnership opens the way to further collaborations for both parties,” Damiani said.

The Jil Sander collection of gold and bejeweled earrings and bracelets, designed by Raf Simons for spring, combines elaborate Western goldsmith techniques with African tribal accents, Jil Sander said.

“Even if Jil Sander is considered the label of purity, I feel great enthusiasm before the challenge of creating a product category like jewelry, which is not typical of the maison,” Simons said. “I am convinced that there are no limits to a brand’s entry into new areas as long as we are able to create articles in the most authentic Jil Sander style: sophisticated, luxurious and ultramodern.”