Zahrat Al Khaleej – Andrea Buccellati: Our fine jewelry reflects the craftsmanship of the House

#jewels and watches

Buccellati, the well-known brand for fine jewelry, has opened its new boutique in The Dubai Mall. It presents the high-end and distinctive collections of the most famous jewelery, such as: “Hawaii, Makri, Ramage, Rumbi and Opera”. In addition to unique creations, they exude excellence in handmade craftsmanship, reflecting the true “Made in Italy” style. The opening was attended by Andrea Buccellati, Emeritus Chairman and Creative Director, along with other family members, who hold key management positions. “Zahrat Al Khaleej” interviewed: Andrea, Lucia, Maria Cristina and Philippe Buccellati, who gave their valuable information about the heritage and style of the “brand” and the details of the new boutique:

• What about the details of the interior design of the boutique?

It is a combination of this concept that we develop, and the decor expresses the modernity of the brand, but always with a touch of the history of the house. Therefore, the design of The Dubai Mall boutique is inspired by the traditional Buccellati interior style, with traditional antique gold display windows, as we want to give a touch of luxury in every touch that is interpreted in a more modern way. As for the floor, it is called “Versailles Parquete” after the Palace of Versailles, and it is the same in all our boutiques.

• Is there any difference from other boutiques?

– The difference lies in the GDP room, which is typical of the house, and the distinctive original wood designs. Maybe it’s more modern in New York, but here we wanted it to stand out, with the exquisite woodwork in our boutique in Place Vendôme. There is a great history about this woodwork; Because we bought it from an antiques dealer. And this copper part of “Parliament” or “The Gemar” was a fan of Louis XVI. And it’s 300 years old, and when we bought it, we did not know it, and when we cleaned it, we found out from the label on the back. So, it’s like a treasure trove of jewelry that is now displayed as a classic, and every piece from this store represents a touch of modernity, a touch of history.

Festive pieces

• Which jewelry collections would you like to include in your first boutique in Dubai?

– First, the high jewelry, which translates the high quality and craftsmanship of the Maison; Because everything is handmade. Then we have all the combinations we consider our bread and butter, our iconic combinations. And the new “Opera” collection, which is a very sought-after pendant set by the younger generation, and an easy piece of jewelry with a touch of “Buccellati” is not too expensive for young people, and works very well with the “Opera” collection, as well as the “Macri” collection which is in great demand, also for other groups, all doing well.

• Are there festive pieces for the opening of the boutique?

– Yes, part of the “Giardino” collection, made for Haute Couture Week in Paris last year. We have made a continuous collection, and we continue to produce in the same way. Giardino calls up Buccellati’s garden, and we see this recurring flower color here. And all the beautiful colors were originally inspired by the paintings of “Monet”. But then we decided to name the business “Buccellati Giardino”. This group is always traveling, they were in Paris, they went to London, then New York, now they are in Dubai, and then they go to Asia.

• Is there a piece that is somehow related to the Middle East?

In our distinctive designs, there are many small details reminiscent of the Middle East. One of our inspirations, for example, is the architecture of Venice, and Venice has always been the gateway to the Middle East. There are some architectural designs that are characteristic of the Middle East, namely mosaics. And when I design pieces, especially when I think of the Middle East, I try to draw inspiration from the architecture of the region.

• Can it be said that there is a greater sense of creative freedom in Buccellati?

We have complete creative freedom in timing; It takes a long time to manufacture each piece; Some parts can take two and a half years to manufacture. We are not in a hurry, yes, and time is not important to us. What rather matters to us is to take out complete pieces, after we have made sure of all their details from A to Z, and it takes time, and if we are not satisfied with the result, we remanufacture them.

  • Andrea Buccellati: Our fine jewelry reflects the craftsmanship of the House

woman feeling

• You keep the engraving alive through your familiar craft techniques. What about new designs?

All family members keep the legacy, style and spirit of the home alive, each in their own way. We offer new designs, but it’s always Buccellati, where I can make pieces that are more modern, more wearable, in a softer or more geometric way, but you see, this style is always there, and there’s a task, but it’s normal to ask me sometimes How can I do this, I really do not know, I was raised that way, it may be genetic and I carry it in my DNA.

• You, as a family and a team, unite to create modern designs that are attractive to the new generation, respect the past, and preserve traditions and craftsmanship. How do you succeed in your difficult task?

Lucia: We basically do not do new designs. And we have a development, I say we but actually we are a team, it was my father and before him my grandfather and his daughter. There is an evolution in style, but these are not new designs, but a new interpretation of our style.

Andrea: I think the most important thing is to get close to the younger generation, and that has helped me a lot, even my daughter, who is the first woman to be on the creative team. There is a lot of contradiction between me and her when she designs, but I learned a lot from her, especially the concept of how to wear jewelry; Because women’s feelings are different. For me, when I design jewelry for a woman, I want to make the most beautiful jewelry in my life, and my daughter has a different point of view, she tells me she is beautiful, but when will I be able to wear her, she has me the different horizons shown; So I try to follow it in a certain way. The collection I designed as Blossom is a very portable thing, and it was very amazing; Because we decided it was designed for a younger generation; Because they want something they can wear every day.

  • Andrea Buccellati: Our fine jewelry reflects the craftsmanship of the House


• What marketing plans are you going to follow? To keep up with the opening of the first boutique in Dubai?

We will be opening boutiques in various locations in the region: Qatar, Kuwait, and soon in Jeddah and Riyadh, to raise brand awareness in the region. The location is always luxurious, compatible with fine jewelry, with the possibility of more wearable pieces.

• Are you planning to open another boutique in Dubai?

– We do not know yet, but probably yes; Because we are eager to raise awareness of the “brand” in the UAE. It is very important to develop the brand, in balance with its ability to increase production. As we have said before, time is not the issue. If I open 20 stores, I should be able to produce; So I have to offer a middle ground. Of course we grow, and we have the ability to increase production growth every year, but a balance must be struck between the development of the commercial side, and the ability to produce.

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