Can the drive world of one's desires coexist with the rational world of business? Every day we live the tension of this balance, constantly looking for a convincing answer to this question.
We are in love with jewelry design.
This is where we start from.
An observation of the business aspects would have suggested dedicating oneself to the female universe, which represents the most important portion of the entire market share. And instead we wanted to focus on menswear , which is a niche area, less relevant from an economic point of view, more challenging from a technical point of view. But we could not have accepted any other balance in the tension between what business would impose and what passion drives us to do.
When we thought of our brand we immediately thought of men's jewelry .
We have listened to our desires and silenced the song of the sirens who sing tunes about easy money.
Harder? No doubt.
More rewarding? No doubt.
Man and the manifestation of his identity through our jewels are what we deal with. We want to put man at the centre, make him the protagonist, give him space in an area where he has very little. From bracelets to cufflinks , from earrings to necklaces , our production is designed for him , and allows him to differentiate himself and be hedonistic at the right point.
When we asked ourselves which material to use for our creations, we immediately thought of titanium .
Superb for its gray colour, exceptional for its resistance, ideal as an accessory for its lightness.
But difficult, indeed bloody difficult to work.
The training of artisans that we have established necessarily had to take into account these obstacles to be overcome.
In tracing the identikit of the figures we wanted in the team, we thought they must be ready to see the solutions rather than able to see the problems.
Quick in thought.
Reactive in welcoming a new production technique.
Capable of keeping tradition and innovation together.
We wanted them Smart. Artisans Smart