Driven by an ongoing concern for design and excellence, Valenza-based Garavelli 1920 sees fine jewellery as an art form. A passion for beauty, creation of original feminine pieces, impeccable craftsmanship and supreme quality are crucial points of Garavelli 1920. Garavelli Jewellery House is innovative and creative, always taking its thought processes a step further to produce exceptional pieces that are modern and traditional in equal measure, therefore revealing its taste for a challenge and its love of perfection. Constantly considering clients desire and preferences, Garavelli team successfully manages to satisfy ideas of even the most demanding and sophisticated clientele. In our exclusive interview with Elisabetta Molina, Creative director of the brand, find out more about the world of jewellery ingeniously created by Maison Garavelli over almost a century.
L.C.: When and how the brand Garavelli was born?
E.M.: The great grand father of the present generation of the Garavelli Family, Mario Garavelli, returned from the First World War, opened a laboratory in Valenza with his brother in law. In the beginning it was only production for the local market. Aldo Garavelli took control of the firm in 1935 and started to expand the business to the big cities around Valenza: Turin, Milan, Genoa. The second world war interrupted the growth, but after the 1945 more and more opportunities arose as many international buyers found Milan a very interesting place to find the Italian Jewelry products at that time with no competitors around the world.
L.C.: How has the creative direction of Garavelli Gioielli changed over the years? What are some of the values that you’ve retained?
E.M.: While in the beginning the classical and traditional lines were preferred, in the sixties a great use of small colored stones produced floral decorations. That together with the low cost of gold permitted to offer an 18kt gold jewel with precious stones at the cost of a dinner in a trendy restaurant. Gold jewelry was relatively inexpensive and used liberally as a casual gift. At that time the cost of labor was small in respect with the precious metal and stones and therefore the level of finishing was extremely accurate. This is something we have continued to focus on and very seldom a production defect is found in the final check before shipping.
L.C.: What are your favorite gemstones to work with? Why ?
E.M.: While colored stones of all kind are used, the diamond is king on our design either as the main feature or as enhancer to different colors. By no chance Stefano who’s fourth generation in the family business. Graduated at G.I.A. after 6 month course in California.
L.C.: What are your sources of inspiration while creating a jewellery item?
E.M.: The fashion world, the modern artists movement and the evergreen nature combine together in offering a wide selection of inspiration, while the new technologies allow more and more combinations of colors and forms previously unattainable.
L.C.: Describe the woman wearing Garavelli Gioielli.
E.M.: From a small seaside resort in Japan to the urban canyons in New York to the green golf in Palm Desert: she is positive about her taste, expressing a self assurance in showing her true character, never over the lines but content within herself.
L.C.: What markets do you work in ? What strategy do you use for the different markets?
E.M.: Since the sixties the USA has been the market of reference. Two, three and then four shows every year bring a great number of stores from small towns and big cities to regular meetings. Service is of the utmost importance. It is not seldom that an item is produced after the confirmation of the final consumer. Japan was a good market until around 1995, but we are still waiting for a rebound. During the last five years more shows were added in the Far East: Singapore, Hong Kong, Kuala Lumpur and in the Middle East : Dubai, Sharjah. The big market of China has not yet found the right approach for us.
L.C.: What do you think is a must-have item (earrings, rings or bracelets) for every woman? Why ?
E.M.: Even if the ring is the best selling item we believe that an earring is the best complement to the woman. Either a simple diamond or a cascade of chains, a tribal hoop or an elaborate geometric form, it reveals the personality of the woman.
L.C.: According to you what does contribute to your success?
E.M.: From father to son the GARAVELLI style keep together tradition, elegance and up to date technologies applied to the trends from the fashion catwalks.
L.C.: Three key words that define Garavelli Gioielli.
E.M.: Superbly crafted, Italian taste, experience and dedication.
7 September 2016/Lusine Chilingarian
Photo Courtesy of Garavelli Gioielli 1920
www.garavellialdo.com
