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De Grisogono - story of a stunning success

Sunday, 28 September 2008

De Grisogono jewellery 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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J.Kerscher  - Such entrepreneurs need the land!   |2008-11-09 17:39:57
Fawaz Gruosi is a role model for me, what this gentleman in so few years with his company deGrisogono has created and in this fiercely competitive luxury segment is without equal ...
Such entrepreneurs need the land!
I would like to have a conversation.
Esteem and respect!
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