MILAN — Massimo Macchi, former executive at Bulgari, Gucci Group and Gianfranco Ferré, has joined the board of Rosato Srl, a high-end Italian jewelry firm, as part of a broader plan to reinforce top-level management.

This story first appeared in the December 23, 2009 issue of WWD. Subscribe Today.

Macchi will assist Marco Rosato, chief executive officer, to define new strategies, including brand positioning and coordinating marketing and commercial activities.

Macchi spent a decade in key posts at Bulgari, followed by three years at Gucci Group, where he served as group vice president and chairman of the watch and jewelry division until 2003. Most recently, he was vice president of Gianfranco Ferré. Earlier this year, he was mentioned as a possible successor to Giancarlo di Risio as chief executive of Versace SpA, a post that ultimately went to Gian Giacomo Ferraris.

“We all know that Macchi is an experienced and professional manager, but it was the passion and enthusiasm with which he embraced our project that conquered us,” Rosato said. “His contributions will be fundamental for a young brand with lots of projects in a particularly delicate moment for the fine jewelry sector.”

Penetrating the U.S. market ranks high on Rosato’s priority list. Since last month, the line has been carried in 17 Neiman Marcus doors and in Fred Segal. Rosato operates namesake stores in Milan, Rome and Florence, and has 800 points of sale worldwide.

Based in Arezzo, Tuscany, Rosato was founded in 2004 by Simona Rosato, its creative director, with the idea of turning fine jewelry into a more trend-driven accessory.

In that respect, Rosato rose to success with colored enamel charms reproducing women’s all-time favorites — bags and shoes. The brand tapped Demi Moore to don its baubles in the 2006 to 2008 ad campaign. She was replaced by Elizabeth Hurley.

Versatility is another characterizing trait for Rosato, as evidenced by hoop chains that can be personalized by adding links in differently colored gold or ribbon-shaped earrings with an interchangeable colored drop-shaped stone.

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