Jewellery brand FerriFirenze boosts Middle East presence, plans new monobrand stores

FerriFirenze, a “proudly Florentine” jewellery brand, continues to strengthen its position in its main markets, primarily the Middle East, and is preparing to open more monobrand stores, after the one on Ponte Vecchio in the Tuscan capital.
 

“In six months, we’re planning to inaugurate our second store, in a Middle Eastern country. As for Italy, we are evaluating where to open another store, whether in Milan, a key city in terms of visibility, or Venice, more consistent with our artisanal workshop DNA,” Giulia Ferrari told FashionNetwork.com. She is the daughter of brand founders Giulio Ferrari and Ilaria Furlotti – the latter has recently passed away. “We’re still designing and handcrafting all our creations at our headquarters in Villa Corsi Salviati, a wonderful Renaissance palazzo in Sesto Fiorentino,” Ferrari added.
 
FerriFirenze is currently present in over 20 countries, through partnerships, activations and pop-up stores in cities like London, Seoul, Singapore, Kuala Lumpur and Hong Kong. “We organise many events for our consumers, we’ve recently held two in Riyadh and Abu Dhabi, and more are planned this year in Kuwait and Dubai,” said Ferrari, who oversees the brand’s design office. “We’re working with partners to enter new markets like Lebanon, Kazakhstan and Iraq. Next year, we’ll focus on understanding the best way to approach two very important countries like the USA and China, still virgin territories for us,” she added.

 
FerriFirenze’s jewellery is made chiefly in 18-carat gold and diamonds, the pieces retailing at prices ranging from €3,000 to €35,000. Unusually for the jewellery sector, FerriFirenze launches new collections every three months. Its signature lines include Vito, characterised by delicate shapes and sinuous curves; Bubbles, featuring soft spheres evoking lightness and harmony; and Spettinato (‘tousled’ in Italian), an ode to the art of imperfection that becomes elegance, made with white, yellow and rose gold petals interlaced with diamonds and other stones.

 
“The line is called Spettinato because it’s inspired by a woman who, having just woken up in the morning with her hair all tousled, looks in the mirror and finds herself beautiful,” said Ferrari. “Our jewellery’s main feature is that all the items have moving parts, it’s like they have a soul. We’re also studying special shapes, like oval rings that are easier to slip on. We make a wide range of items, from everyday jewels to creations designed for important occasions,” she concluded.