Pasquale Bruni creative director Eugenia Bruni

MILAN Pasquale Bruni has found a home on Milan’s prestigious Via Montenapoleone, which is lined by the flagships of top jewelry brands including Bulgari and Cartier.

The Italian company, which was established in 1968 in Valenza, the heart of Italy’s high-end jewelry manufacturing district, will this week inaugurate its first Milanese boutique, spanning a surface of 1,076 square feet.

Conceived by the brand’s creative director Eugenia Bruni, who took over the role in 2001, the store is marked by feminine interiors, where gold is matched with pink quartzite for a cozy, delicate effect. Touches of red, the brand’s signature color, add a vibrant feel to the elegant environment. While the first floor is dedicated to the display of the brand’s ready-to-wear collections, the second level hosts an area showcasing Pasquale Bruni heritage pieces, as well as a space for haute couture designs.

“Opening a store on Via Montenapoleone has always been one of our biggest dreams,” said Bruni, citing the importance of being present in such a key destination for global luxury shopping. “We wanted the store to be extremely welcoming, but at the same time to give the vibe of being in a jewelry temple.”

Asked about the target customer she expects at the store, Bruni said “we hope to welcome the whole world. Our creations reflect all the different aspects of women, so we aim to deliver a global experience.”

Pasquale Bruni store in Milan

Pasquale Bruni store in Milan  Courtesy Photo

Along with the Milan store, Pasquale Bruni, which is available at 400 retailers worldwide, operates a boutique in Rome, on central Via del Babuino, as well as a directly operated shop at Paris’ Printemps Haussman department store. “From February, we are also starting working with Saks in selected stores,” said Bruni, putting the accent on the importance of the U.S. market, where the label is present at Neiman Marcus and Bloomingdale’s. In 2019, sales in the U.S. grew 37 percent compared to 2018.

In 2019, the brand’s business spiked 52 percent in the Middle East and increased 10 percent in Russia, compared to the previous year. In the following months, the brand will also enter Tsum in Moscow.

The brand has been presenting its collections to buyers at its elegant Milan showroom, designed by David Chipperfield, for the last few years. In fact, Pasquale Bruni stopped showcasing at both VicenzaOro and Baselworld, limiting its presence to Couture in Las Vegas.

“Trade shows have been always so important for us, indeed I grew up at fairs around the world with my parents. But we arrived to a point where we felt we wanted to give our clients a very intimate, dedicated moment,” Bruni said. “We like the idea of inviting them to our ‘house,’ showcasing our collections in their own, natural environment.”

While the physical shopping experience remains key in the world of jewelry, Bruni thinks e-commerce holds great potential for further growth of the brand. “In March, we are introducing a younger, colorful product range, very exuberant, which I think will play a key role in the development of the e-commerce,” she said.

At the same time, Bruni is working on the creation of the brand’s first bag, “a jewel-like transformable clutch, which will include all those things that a woman needs,” revealed the designer.

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