MILAN — Jewelry designer Delfina Delettrez Fendi is on a roll.

This story first appeared in the December 20, 2007 issue of WWD. Subscribe Today.

After giving birth to a girl four months ago and presenting her namesake jewelry line in October during Paris fashion week, Delettrez Fendi has opened her first store on Via del Governo Vecchio in Rome, steps away from the Piazza Navona.

Delettrez Fendi, 20, the daughter of Silvia Venturini Fendi, accessories director at the namesake luxury goods house, and French jeweler Bernard Delettrez, described her shoebox-sized 270-square-foot shop as “an artisanal workshop” in an up-and-coming area that she believes is turning into the equivalent of Manhattan’s Meatpacking District or Paris’ Rive Gauche.

“I feel privileged to be part of this area where a small quantity of artisans miraculously survive and for whom I nurture respect,” she said. “I’m proud to have chosen this location and I want to be part of the evolution of the area’s craftsmanship.”

The space is decorated to resemble a jewelry box and was furnished with pieces from a 19th-century pharmacy and other bits and pieces she picked up at antiques stores. The drugstore furniture counts 185 small drawers that house the handcrafted fine jewelry, while the central counter with a mirror was designed by architect and designer Gio Ponti. The lamps and small armchairs are from the Fifties. The color palette includes ivory, black, fern green and gold.

Brightly colored skulls or animals in gold, precious stones, pearls, bone and wood characterize Delettrez Fendi’s fine jewelry.

Her creations are also available at Colette in Paris, Maxfield in Los Angeles and Podium in Moscow.