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 Awards and some kinds of skill appreciation exist almost
everywhere, while for the film industry it is «Oscar», for the world's elite
jewelry it is «Diamonds International Award». Of course, the more awards are
gained by any company, the higher is the status. Only one jewelry house
received this honorary award as recognition of jewelry artisanship and
excellent design for 18 times. It is not surprising, because black and white «Damiani»
beauty conquered almost everyone. In fact, black diamonds were brought into fashion
by the jewelers of this Italian house.
These achievements are particularly surprising because «Damiani» jewelry shops appeared
relatively recently (when comparing with most eminent and renowned jewelry
houses). The history of black luxury begins in 1924 in a small Italian
town. Valenza is known for its vineyards and truffles, but not wine or cooking
glorified this Italian town, but it was the Italian «capital» of jewelry artistry.
And Enrico Grassi Damiani was not the exception, he also opened his shop.
By creating a classic elegant jewelry design, the novice jeweler was able to conquer
the many Italian families, quickly becoming one of the most famous jewelers in
Italy and leaving the competitors far behind. Even then, the works of jewelry
home «Damiani» were very highly appreciated by European aristocrats who were at
the top of higher society. Classic elegant decorations could be worn at both
the ceremonial reception, and every day. Then appeared the «Damiani» motto saying
that decoration is the final addition to help the elegant lady to complete her
image.
The Enrico's son continued the beginnings of his father. Domiano Grassi Damiani
began to move forward rapidly. This talented jeweler had not only improved the
design of jewelry, but he also developed several new techniques for processing
jewelry. For example, the invention of lunette effect (specific enhancement of
radiance and brilliance diamonds), belongs to him. In addition to designing
jewelry, Domiano owns a PR company. Thanks to him and his policies brand
«Damiani» is known so widely now.
Now the third generation of Damiani manages this famous jewelry company. Among
them are Gabriella Damiani, who is honorary president of the company, and her
children. Guido Damiani is Managing Director of the jewelry at home, Silvia
Damiani is VIP-PR-director, responsible for communication with stars, Giorgio
Damiani is the President of the «Damiani» in the U.S. and concurrently the main
designer of the company. Thus, all the main posts are in the hands of Damiani family
and they are said to move into the hands of Gaya who is the daughter of Giorgio
and other children in the family.
The favorite colors of «Damiani» are black and white, and Guido Damiani first
produced large quantities of black diamonds. However, he made them popular not
because of philosophical thoughts about life and death, or black and white
stripes of life, but just this jeweler is a fan of Italian soccer club
«Juventus», that has these colors in the court of arms. Incidentally, Guido Damiani
knows the delight, he is not only keen on football, but also enjoys gambling at
the casino, loves good wine and rest in the friends company. He is trying to
convey every pleasure in his works and he is able to perform that simply
brilliant.
Those jewelry pieces created in collaboration with other people are no less
interesting. For example, the «D. Side» collection was released recently. It
has been developed together with the famous Hollywood actor Brad Pitt. «Mister
Smith» was first fan of the jewelry House and then asked to make a few products
for customers. But after talking to him, Silvia Damiani decided not to miss this
extraordinary opportunity. Pitts sketches were indeed very unusual and
consistent with the spirit of «Damiani» jewelry. Perhaps in future «Damiani»
will work with other talented stars, as well as the next prize «Diamonds
International Award» is waiting for them.
Bolotova Lelya
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