By  on April 18, 2005

NEW YORK — After a few quiet seasons, jewelry firm Pomellato is bringing new life to its brand.

The Italian-based company is introducing five collections this spring, its first new lines in two years, and launching an ad campaign. In addition, it’s also celebrating a decade of its DoDo line.

Throughout Pomellato’s 38-year history, the company has maintained it attracts customers age 20 and up. But now it’s paying more attention to women at the younger end of that spectrum.

Model Nadja Auermann has replaced Marie Sophie Wilson as spokesmodel in the ad campaign. Michael Comte photographed Auermann in Paris. The end result is not a dramatic shift — it’s still more or less a head shot of an elegant model wearing jewelry — but chief executive officer Francesco Molini intended it that way.

“We felt it was time for a change,” he said. “But at the same time, we were really careful in keeping all the details we had in our previous one.”

Pomellato is bringing five new lines, all in rose gold, to the market beginning this month: Lola, Nausicaa, Narciso, Pin-Up and Cheeky Baby. Retail prices range from $2,235 for a Lola ring to $24,900 for a diamond bracelet from Narciso.

In the last two years, Pomellato has opened three stores and additional units will open this year in Spain and the U.S.

DoDo, the company’s more whimsical line of charm jewelry that’s named for the extinct bird that was native to Mauritius, turns 10 this year. To honor the anniversary, it’s offering a limited-edition bracelet called Ten-Ten. Hanging from it are the company’s best-selling yellow gold charms including a snake, swallow, angelfish, octopus, butterfly, diamond starfish, dolphin and crab. For 10 years, DoDo has donated a portion of its proceeds to the Italian World Wildlife Federation.

The Ten-Ten bracelet is available at select Bloomingdale’s stores and at Bergdorf Goodman, and retails for $2,080.

In 2004, Pomellato’s net profit was 9.9 million euros, or $12.8 million at current exchange, up 39.4 percent from 2003. The U.S., France and Germany remain the company’s largest markets.

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