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MILAN — Francesco Minoli will unveil his new jewelry brand Queriot on Nov. 21.

A veteran of the industry, Minoli was chief executive of Pomellato for ten years before joining Damiani as a board member last year.

Queriot — whose name Minoli said comes from a horse that “brought a lot of luck to my daughter, revealing a strong, trustworthy and winning animal” — will be based around sophisticated yet affordable jewelry collections, with prices ranging from 270 euros, or $371 at current exchange rate, to 12,000 euros, or $16,500.

In order to keep the prices reasonable, Minoli opted for 9-karat gold and silver.

Queriot is controlled by the Minoli family along with Stefano Borghini, former chief executive officer of jewelry brand Pianegonda, and Stefano Superchi, who has worked at a number of luxury brands, including IWC. The company has an initial investment of 4 million euros, or $5.4 million, and is expected to generate revenues of 10 million euros, or $13.7 million, in four years, with an earnings before interest, taxes, depreciation and amortization of 15 percent.

Queriot’s debut collection will be unveiled during a cocktail party at the Piccolo Teatro Strehler in Milan, a few steps from the location of the company’s first boutique, which will be opened a few days later, just in time for the holiday shopping season.

The collection will also hit about 60 selected jewelry stores in Italy.

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