MILAN — At Baselworld, Buccellati will unveil the first fruits of its collaboration between Andrea Buccellati and his daughter Lucrezia Buccellati, who recently joined her father as creative director of the Milanese family’s brand.
This story first appeared in the March 27, 2014 issue of WWD. Subscribe Today.
The duo designed Buccellati’s first collection of engagement rings. Called “Romanza,” the collection consists of eight ring styles in white gold and diamonds in two different carat weights, all decorated with the brand’s signature motifs. The collection will be exclusively available at the company’s flagships around the world at the end of the year and retail prices will start at 7,500 euros, or $10,341 at current exchange.
The 24-year-old Lucrezia Buccellati is also the mind behind “Unica,” a new line of iPhone and iPad mini cases representing Buccellati’s entry into the tech accessories market.
“Being part of a family business like ours is a true undertaking from an early age. You must be an expert by the time the bigger responsibilities can be yours,” Lucrezia Buccellati said. “Adopting the DNA of our artisanal traditions is the first step, but at the same time I had to find my individual contribution that would eventually move the brand forward together with my father.”
Inspired by Leonardo da Vinci’s drawings of the sun, the two one-of-a-kind pieces are entirely made of gold, engraved with Buccellati’s silklike Rigato motif and encrusted with diamonds. Both the iPhone case and iPad mini holder will be available immediately after the fair and will be sold at 150,000 euros, or $207,000, and 350,000 euros, or $483,000, respectively.
Among other initiatives the jeweler will present at Baselworld will be “Autore,” a new program to create bespoke watches. Choosing among three clock faces — round, square or reversible — customers will be able to design their own watch guided by technicians. Initially available only for men, the project will eventually be extended to women. At least six months are required to deliver the watches, which will retail from $120,000.
“It is the utmost exclusivity a luxury brand can offer its valued clients,” said Thierry Andretta, who joined Buccellati as chief executive officer last July. “We understand their quest for pure excellence and one-of-a-kind masterpieces that reflect their individuality. Baselworld will demonstrate how we’ve found a way to give them exactly this with the added ability to design with them one-on-one.”
The brand currently has 15 freestanding stores worldwide. While the company declined to provide financial figures, Andretta said the goal is to triple revenues within five years. In March 2013, Milan-based private equity firm Clessidra SGR bought a 70 percent stake in Buccellati for 80 million euros, or $102.6 million at current exchange.