From Florence, With Love: How FerriFirenze Is Becoming The Modern-Day Woman’s Go-To Jewellery Brand
With its designs mirroring the modern architecture of rising cities and the wonders of nature, FerriFirenze and its dreamy handmade Florentine jewels are taking the Arabian peninsula by storm
FerriFirenze likes to say their jewels are a love letter from Florence. Indeed, their atelier set in a 16th Century villa nestled in the green hills around the Cradle of the Renaissance, is the sort of idyllic setting one conjures when dreaming about Italy.
After its founder, jewellery veteran Ilaria Furlotti contemplated retirement ten years ago, she instead decided it was time for a second act and started a label that designs, produces, and distributes its own creations. Ilaria worked with an excellent craftsman Giulio on the process, strategy and branding behind their new launch, after which their company was born.
Driven by robust female spending and a rise in independent women who shop to make themselves happy, FerriFirenze, the label built in and around Florence’s centuries-old jewellery heritage is rising as a regional player on the luxury jewelry scene.
With marketing led by Ilaria’s daughter Giulia Callegari, formerly a vice president of Ogilvy Asia, the company is actively fueling its growth across new channels and new markets throughout Asia and the Middle East, where the appetite for everyday jewels, rather than keepsakes kept under lock and key, are growing by the day.
In fact, the brand’s iconic 18-karat yellow gold Soffio Bracelet, studded with champagne diamonds, recently won the Middle East Watch and Jewellery Award for Best Everyday Jewellery 2022.
This month the brand debuted its whimsical, ornate 18-karat gold collections (Allegra, Armadillo, Piume and Crescendo) at the Saudi Jewellery Show this month. Allegra’s earrings, necklaces, and rings, they say, boast softly rounded shapes, “reminiscent of dewdrops on the flowers that surround our 16th Century Tuscan atelier.”
Additionally, the brand is further expanding in the region by attending its first-ever jewellery show in Kuwait since 2019 this month.
With poetry like this driving the storytelling of its brand, it simply doesn’t get more Florentine than that.
For more information, visit ferrifirenze.com