BULGARI LAUNCHES LUCEA
Byline: Alessandra Ilari
ROME — Even supermodel Gisele Bundchen, not exactly a stranger to over-the-top luxury, was mesmerized by the cascade of diamonds on the one-of-a-kind choker that is the crown jewel in Bulgari’s new Lucea jewelry collection.
“It’s so amazingly beautiful. Isn’t it so true that diamonds are a girl’s best friend,” said the Brazilian model, who posed for the line’s advertising campaign and the two-minute video, both shot by Fabrizio Ferri in a studio lit by hundreds of candles.
Lucea bows eight years after Naturalia, Bulgari’s last jewelry collection, which was inspired by nature.
Francesco Trapani, chief executive officer of the Rome-based luxury group, said Lucea has two themes: a formal one with graphic and contemporary shapes, mostly in white gold and diamonds, and an informal one, highlighted by yellow gold in sensual shapes and with an ethnic undercurrent.
“Before launching Lucea, we did a series of market tests and since both parts resulted highly desirable, we decided they could easily coexist,” said Trapani.
Necklaces are the backbone of the collection in an array of shapes, sizes and colors. This includes a white gold bib necklace encrusted with diamonds, garnets and blue topaz; thin chains with an essential round pendant; multistrand styles intersected with minute geometrical shapes in yellow gold, and dazzling chokers with diamond and onyx droplets.
Lucea will be sold at all Bulgari stores this fall, with prices starting at $1,500 for a yellow gold chain with a round pendant.
“With Lucea, we wanted to reach both a commercial and fashion objective,” said Trapani, who declined to reveal sales projections for the line.