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Success stories come in different forms. For some people it is a romantic and beautiful love affair while for other ones it is a fairy tale. Others write their history in ancient chronicles. But such a soaring story like Fawaz Gruosi's one none truly ever had. The businessman, jeweler and designer is not afraid to take risks, and go there where no one has even risked to take a step. It does not matter to him what it is: jewellery, watches or life. For that, only exclusive and luxury items are produced under the De Grisogono brand name.
Fawaz Gruosi himself believes that his jewellery
is for exclusive women. In his view, such women are not afraid to take
risks, wear De Grisogono, which is not worn by anyone, and be the
first. Women should be original, and my small success is that my
jewellery are worn by just such women. Each of his work is done in a
single copy; he does not produce collections and this is one of the
major components that differentiate his work from other jewellery.
According to the owner of De Grisogono brand, luxury is possible only
when it is exclusive and there is no other way. Working with many
renowned jewelers, Fawaz Gruosi at some point realized that he does
not want to sell jewellery, which he did not like, and which means it
is time to open his own business. His choice was the unusual black
diamonds that were almost unknown at that time in the jewellery market.
Casually thumbing through the catalogue of
jewels, Fawaz Gruosi came across the famous black diamond Orlov and was
struck by its beauty. However, such large and unusual stones are
extremely rare, while the bulk of small black diamonds at that time was
on the technical details. Having decided to work with these unusual
minerals, Fawaz Gruosi contacted the dealer of the stones from Antwerp
and bought a few pieces of diamond with a very small amount of money.
Having placed them on his worktable, he constantly looked at the stones
when he smoked, talked on the phone or when he walked in and out of the
room, studying them from different angles. At a point, he noticed that
in the combined black and white diamond, white gave shine to the black,
and vice versa.
Having made some ornaments,
he contacted some customers who gladly bought the unusual work. To
continue further, Fawaz Gruosi had to take the risk and enter into an
agreement with South African miners on large consignment of black
diamonds (they simply refused to sell him smaller consignment). Fawaz
Gruosi did not lose: thanks to his ornaments, the value of black
diamonds increased sixteen times, and he even wrote a book about the
beauty of the stone. However, he did not stop there.
After
De Grisogono company had become popular in the jewellery market,
Fawaz Gruosi began to conquer new space and time, making exclusive
luxury watches. Like with the black diamonds, many did not believe this
business would succeed because the Swiss companies with a known name
and excellent quality had the most refined taste. However, his
associates were wrong again because in this case Fawaz Gruosi expected
a quick takeoff. The watches, Instrumento No Unok with two dials
released in 2000 carried an unforgettable impression in the world of
luxury as well as the Instrumento Doppiok with already three dials and
two separate watch mechanisms, which was released two years later.
Five
years after the company's first set of watches, De Grisogono already
occupied a strong position among the famous watch companies.
Nevertheless, Fawaz Gruosi remained faithful to his principles,
surprising his associates. It was him who introduced black colouring of
the watch mechanism into fashion and manufactured the skin of a marine
clivus (galosh, better known as shagreen leather) while manufacturing
bracelets. Of course, the watches of De Grisogonok did not do without
the black diamonds that have become a symbol of the brand. Fawaz Gruosi
does not stop in his experiments: it was him who created an exclusive
mobile phone, decorated with 250 black diamonds, and a fully diamond
case, the Ice Cube, made specifically for Chopard watches. Now he has
been considering working with milky white diamonds, which are currently
not much used in jewellery.
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