More than a century ago, in 1919, Mario Buccellati opened his first jewelry boutique in Largo Santa Margherita in Milan. Thus began a beautiful story of jewelry conception, manufacturing, and selling that would be narrated by generations to come in the Buccellati family. More than a century and three generations later, Buccellati – now owned by the Richemont Group – made its debut in the UAE with a flagship store in the Dubai Mall. To celebrate the opening of their premier flagship store in Dubai, the family members, Andrea Buccellati, Honorary President and Creative Director; Maria Cristina Buccellati, Global Communications and Marketing Director; Luca Buccellati, Special Sales/VIP Client Director, visited our glittering Emirate and sat down with Savoir Flair to discuss everything from the brand’s history to its plans for the future with them.
“Buccellati was launched by my grandfather in 1919. He was a very artistic person, and he developed this aesthetic that has evolved to be recognized as the Buccellati style. This style rests on three mighty pillars: the first one being our unique design, the impeccable workmanship with engraving, and the exceptional quality of craftsmanship where everything is made by hand by artisans,” explains Andrea Buccellati. “My grandfather not only had incredible jewelry design skills, but he was also able to handle the commercial aspects of the business. This helped him expand the company and open three stores within ten years of launching — something that was uncommon for jewelers at the time,” he continues.
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Speaking about the rich heritage of the brand, Andrea told us “All the expertise regarding the business is passed down from one generation to the next. This allows us to carry forward the brand DNA without alterations. It is the knowledge, the know-how that is passed on from generation to generation, that makes the strongest legacy of our family. This has made it possible to guard the true essence and maintain the brand’s identity and workmanship through the decades. And this is the reason why our pieces are instantly recognizable.”
Within the business, the family members all hold distinctive roles and handle immense responsibilities within those roles.
“We all began by working humble roles in the family business. I even remember ordering pencils for the company at one point. My father wanted us to understand every aspect of the business. Through learning that, we gradually transitioned into our distinctive roles,” explains Maria Cristina.
As discussed the brand’s vision for the Middle East, she continued, “Buccellati is a one-of-a-kind jeweler. It is vital to understand the ideology behind the brand. The importance of the quality, the workmanship, and the uniqueness of the designs is what we want to communicate to the people. Once we have expressed the core aesthetic of the brand, we would like to connect to the younger audience with more practical and wearable jewelry.”
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Naturally, Savoir Flair was curious to understand what the brand brings to the Middle Eastern consumer.
Describing how Buccellati speaks to Middle Eastern shoppers, Andrea said, “Buccellati is unique – there is nothing like it. What makes it special for Middle Eastern shoppers is our style. Some of my pieces – the geometric ones – are, in fact, even inspired by this region. We have always enjoyed the attention of Middle Eastern shoppers. They appreciate the art behind our designs and the feelings that it evokes. I believe they see a (sort of) reflection of their own personalities and culture – which is strongly bound to family – in our brand.”