MILAN — It’s not by chance that digital personality and content creator Giulia Tordini opted for a direct-to-consumer online commercial strategy when she launched her custom jewelry label, named Leda Madera, last October.
Daughter of Piero Tordini, founder of Milan-based fashion showroom Marcona3, and sister of Attico co-creative director Giorgia, Tordini cut her teeth at her father’s firm, before kicking off a career as influencer, art director for brands and now jewelry designer.
“After having traveled so much for work and having helped so many brands build their own identity, I think it was my turn to create my own thing,” said Tordini, a Mediterranean curly beauty exuding classic elegance, who met WWD in her chic Milanese apartment. “I’m managing all the different aspects of the brand and I would love it to perfectly reflect my aesthetic.”
An avid vintage collector, Tordini found the ultimate inspiration for her brand in her maternal grandmother, named Leda Madera. “I’m extremely attached to my family and my grandmother, who always lived with us, and has been an incredible role model for myself and my sisters. When I started working on this project, the image of her hands with rings and her nails with brick red nail polish definitely inspired me.” Indeed, Tordini chose brick red for the Leda Madera packaging.
Combining Art Deco influences with an early Nineties aesthetic, Tordini created her first collection in collaboration with an in-house jewelry designer. “I really wanted someone who had both the sensibility and the technical skills to translate my vision into drawings which could become products,” said Tordini, who chose a Tuscan company working for leading brands to manufacture her collections.
Inspired by Nineties’ iconic movie “Death Becomes Her,” the debut collection includes three ranges named after the film’s main actors, Goldie Hawn, Meryl Streep and Isabella Rossellini.
Showing a combination of both sinuous and graphic Art Deco lines, Meryl counts pendant, earrings, a ring and a bracelet crafted from brass in a gold and palladium color palette. The Isabella range includes geometric silhouettes for a chocker, a cuff, pendant earrings and a ring, all made from brass and embellished with 3-D glass elements cut with a particular technique. Goldie comprises a mix of brass and Swarovski crystals adding sparkle to a necklace, a cuff and hoops.
First introduced exclusively at the brand’s online store, Leda Madera quickly caught the attention of international retailers, including LuisaViaRoma and Moda Operandi, which launched a trunk show dedicated to the brand on Friday. The collection retails from 210 euros to 850 euros.
“I’m launching the second season at the end of February, then we are unveiling capsules in collaboration with stores and at that point we will open the wholesale network,” said Tordini, explaining the strategy she developed for her brand.