La Maison Picchiotti, one of the refined Jewellery Houses in the world, has become synonymous with Italian tradition, passion, excellent craftsmanship. Founded in 1967, it is a natural result of a fifty-year-long history full of dedication to goldsmith arts and jewelry. Every single piece by Picchiotti, handcrafted in Valenza, is carefully and intricately designed for the client seeking perfection in the aesthetic and verifies its Italian nature, Heritage and Craftsmanship. Over the years the Maison Picchiotti has formed an impeccable reputation for unique mastership, utmost attention to detail and everlasting prestige emphasised by the commissions received from client worldwide. Due to perfect combination of tradition and innovation, Picchiotti Jewellery House creates stunning jewellery adornments today to become heirlooms for tomorrow.
In our exclusive interview with Umberto Picchiotti, made at the Vicenzaoro Show, you will find out more about the unique world of Picchiotti Jewellery.
L.C.: When and how the brand Picchiotti was born?
U.P.: The brand Picchiotti was founded in 1967 by Mr. Giuseppe Picchiotti. Now it is a family-owned business, where seven members of the family are part of the company and each of them performs a specific task. Mr. Umberto-me, Mr. Filippo, Mr. Giuseppe Picchiotti are responsable for the collections and stones purchase. They travel frequently throughout the year to collect precious gems.
L.C.: Each collection you make shows us your amazing creative universe. Where do you get inspiration?
U.P.: Being italians and living in Italy, we are fortunate to have a lot of cultural background regarding the architecture, the very nature and that gives us the possibility precisely to take inspiration for creating a collection. As just seen, the rose is an essential element of our collections because the rose, being part of nature, could provide inspiration for this collection.
L.C.: What are your favourite stones? Why? What is your way of evaluating stones?
U.P.: We prefer the precious colored stones like rubies, sapphires and emeralds; but of course diamonds are also very important regarding our production.
We carefully select all gems using for the creation of any jewel, precising the provenance of the stones , for example rubies can be found in Burma or Thailand, we also are much interested in unheated gems , completely natural. Along with colored stones we also use small gems, we have a very special process where we use baguettes and carre’s we cut one by one called buff-top, where the gem is already cut once again in order to give a luminiscent effect to this very stone to adorn the central diamond.
L.C.: What are the distinguishing traits of Picchiotti jewels?
U.P.: Certainly our customers know us for quality, for care our jewelry and also for unique pieces, because many jewels are unique in the sense that once created, they are sold without doubt to be repeated. So these are distinguishing points of our jewels.
L.C.: What markets do you work in?
U.P.: United States, Japan, Europe, Middle East, Russia, Asian South-East.
L.C.: What strategy do you use for the different markets?
U.P.: We start from the United States which are currently a very important market for Picchiotti Jewellery, but lately we have introduced new collections just regarding rings, bracelets that are expandable, especially rings. It is a very convenient technique, covering a very wide variety of measures, for example, a ring can cover ten measures. So, our customers have appreciated this “technology” and it’s working a lot. This project will be supported by the trademark that we will launch after the Baselworld fair which will be supported by the advertisement campaign. Regarding Japan, another very important market for us that we started in a different way, because we have an importer who still occupies both the acquisition and distribution within the country. We deal directly with other countries such as the Middle East, Russia and South-East of Asia- Hong Kong, the Philippines etc., or China itself. We have the most direct way of interacting with customers, and we say that every country has different characteristics from each other.
L.C.: Is jewellery more than just an adornment for a modern woman?
U.P.: Yes, especially in our case. Because in many cases, our customers, the ladies buy not just an adornment, but a valuable item that will give to their daughters, passing from generation to generation.
L.C.: According you what is the must-have jewellery item for any woman? Why?
U.P.: We consider the culture of the country because we know that in some countries maybe the earrings are very important, or in America the ring is much more important for women than the rest, or the Middle East likes to wear parures, so it is a bit difficult to determine the right item. For us personally, the ring is considered the jewellery item number one to be worn by women.
L.C.: What according you does contribute to your success?
U.P.: I think that our history, our family, the constant devotion to the art of making jewellery, also the relationship with our customers are always very important for us, and this is much appreciated, and of course the use of the very rare gems distinguishes us.
L.C.: The most valuable lesson you have learned until today?
U.P.: What I have learned in my life – to be respectful to others. Respect for others is passing from generation to generation in our family.
8 February 2016/Lusine Chilingarian
Photo Courtesy of Picchiotti Jewellery House