D.Side is a collection from the Damiani jewelry house, created in collaboration with Hollywood actor Brad Pitt. The brand’s collaboration with the famous movie character was a logical continuation of Mr. Pitt’s long-term friendship with the Italian company. In turn, the Gaia jewelry set marked the start of a new creative millennium for the company. The collections are incredibly popular around the world.
Damiani D.Side
The D.Side collection is breaking sales records in the world, and this is not surprising. The series of luxury jewelry is popular in Italy, Japan, America and the CIS countries. And this fact is not surprising.
After all, the famous trendsetter and sex symbol Brad Pitt had a hand in creating a new line of the jewelry brand. All jewelry is created according to the actor’s sketches, which he created in fruitful collaboration with the Damiani dynasty.
History of the house
Enrico Damiani founded a small workshop in Valenza, Italy, in 1924.
Thanks to his discreet, elegant design, he managed not to drown in the sea of competition and by the end of the 30s he opened several stores throughout Italy, and then gained recognition in Europe. Advertising - Continued below
The company owes such success to the talents of its founder Enrico Grassi Damiani and his followers, who, respecting the traditions and individual Damiani style, continue to improve production and win new admirers.
After Enrico’s death, his son Damiano took over the reins, whose authorship is the technology for making the “Lunette” frame, which makes it possible to more clearly convey all the beauty and radiance of a diamond.
The Damiani jewelry house is one of the most famous in the world: it has received the Diamond International Awards 18 times. The award is given to jewelers from all over the world for the best jewelry with precious stones.
Advertising - Continued below
Today, the third generation of the Damiani family is at the helm of the company, taking a direct part in the creation of new designer jewelry.
Damiani products are distinguished by their refined, sophisticated design. Made in the spirit of pret-a-porter - jewelry for every day, they are not conspicuous, but attract attention, do not force you to wait for a special occasion to wear your favorite earrings or necklace, but themselves create the right mood. Each collection is a separate precious story, where the main characters are precious stones, and the Damiani brand is a book that tirelessly continues to be written.
History of the Damiani jewelry house
The history of the jewelry house began in 1924, when Enrico Grassi Damiani opened a small workshop in the town of Valenza. There are many vineyards in this area and legendary truffles grow here, but the city is nevertheless famous not for its wines and culinary delights. The main thing in Valenza is jewelry production. In fact, it is the capital of Italian goldsmiths. It is not surprising that Enrico Grassi Damiani, born in Valenza - a city where there were few alternatives for career advancement - decided to become a jeweler. Another thing is surprising: the company, founded in 1924, quickly became famous and respected. Enrico Damiani began to create classic, yet elegant and unusual jewelry. Enrico was able to stand out among many competitors. Orders for them were made by representatives of many respected Italian families.
The non-standard approach to design quickly made the workshop famous among the respected aristocratic families of Italy. The family business was continued by the son of the founder of the company Damiani Grassi Damiani, who did a lot to make Damiani jewelry famous. He revised the design of jewelry, developed new techniques, in particular, the lunette effect, which enhances the shine of the stones in the product, and introduced a new brand distribution policy, which brought the company the reputation of a leading jewelry house.
Today, the third generation of Damiani is at the head of the family business, all of whose members are actively involved in the business. Gabriela Damiani is the president of the company, her son is the director, and her daughter oversees the company's relations with famous people. Gabriela's third son, Giorgio Damiani, designs products and runs the American branch of the company.
Jewelry from Damiani collections is distinguished by a special approach to style and design, selection of inserts and stones in them. In addition to the rarest brown and black diamonds, emeralds and sapphires, ordinary diamonds and ebony, various colors of gold and pearls are used in jewelry.
Damiani jewelry is distinguished by skillful handcraft and a creative approach to design and selection of stones, which has been recognized by numerous awards at prestigious jewelry competitions. Damiani's collections have won 18 Diamonds International Awards, an award that is considered the Oscars of the world of jewelry. This achievement has not yet been surpassed by any company.
The strict black and white style and the constant search for new solutions have attracted such film stars as Isabella Rossellini, Claudia Cardinale, Nastassja Kinski, Milla Jovovich to the ranks of admirers of this brand.
Over the years, the most famous women have become the face of the company - Paris Hilton, Sharon Stone, Gwyneth Paltrow, Sophia Loren, in whose honor the Sophie Loren collection was released in 2008, including a necklace, ring, brooch, pendants and earrings made of white gold with diamonds.
You can also read other articles about Damiani:
— Jewelry collections from the house of Damiani — Damiani. Gallery
Comments on the publication “The History of the Damiani Jewelry House”
Omarkah.ru - all about brands
Damiani is an Italian jewelry house that creates exquisite jewelry and luxury watches.
The brand is part of the Damiani Group , which also owns brands such as Salvini, Alfieri & St. John, Bliss, Calderoni and Rocca .
History of the Damiani jewelry house
The Damiani brand was founded as a family business and almost a century later it still remains so: today the third generation of the Damiani family is at the head of the business. The history of the brand dates back to 1924 in Valenza: then Enrico Grassi, seized by the idea of creating jewelry from precious metals and diamonds, founded his own business. Thanks to his high skill and remarkable imagination: products from Grassi stood out from their competitors with their eye-catching design and breathtaking luxury, Enrico very quickly made his way to the Italian elite, who idolized his work and soon became the main jeweler of the nobility of Italy. Actually, Enrico was the one with whom the dynasty of jewelers in his family began; his son, Damiano, also inherited a love for such a delicate and noble craft and followed in his father’s footsteps, taking over the reins of the business in 1953.
Damiano decided to somewhat improve the procedure for creating jewelry: he introduced many technological innovations gleaned from his colleagues, and he himself devoted a lot of time to searching and developing new jewelry techniques. In the 60s, the jeweler decided that the brand should publish its own catalogues, this had a positive effect on the business and after this Damiano added the first advertising campaigns to the brand's arsel, designed to win it more fans. Another undeniable merit of Damiano is his contribution to the process of globalization of the brand: thanks to Damiano’s efforts, the brand was soon talked about not only throughout Italy, but also far beyond its borders.
Another key factor that influenced the rapid growth of the brand’s popularity around the world was the very active and aggressive advertising campaigns launched in the 80s, involving the best masters of photography and many stars and celebrities. Over the following years, the Damiani brand was promoted by such cinema luminaries as Isabella Rossellini, Brad Pitt, Gwyneth Paltrow, Milla Jovovich, Jennifer Aniston, Sharon Stone, Sophia Loren and others.
In 1996, Damiano handed over the management of the family business to his children: Silvia, Guido and Giorgio, together they begin to open brand boutiques around the world one after another. The year 2007 was memorable for the company when it became a public company: its shares could be purchased on the Italian stock exchange. Today, the Damiani brand is probably the most famous Italian jewelry house, and its creations can be found in 82 boutiques around the world and despite the fact that many years have passed since its founding, Damiani is still a favorite of celebrities, politicians and even crowned heads.
The brand has a YouTube channel: https://www.youtube.com/user/DamianiOfficial
Here's the brand's promotional video:
Where to buy Damiani products in Russia, store addresses
Moscow, Louvre, shopping center "Artium", st. Zemlyanoy Val, 33, tel.: (495) 775-23-45 Moscow, Louvre, shopping center "Mega Teply Stan", 21 km of the Moscow Ring Road, tel.: (495) 790-77-27 Moscow, Stoleshnikov lane , 11/1 Moscow, Louvre, shopping center "Vremena Goda", Kutuzovsky prospect, 48, tel. Moscow, Duty Free, Sheremetyevo-F airport, tel.: (495) 737-66-29 Moscow, Duty Free, Sheremetyevo-E airport St. Petersburg, “Cosmos Gold”, st. Bolshaya Konyushennaya, 10, tel. Nizhny Novgorod, Milo Premium Plaza, st. Belinskogo, 63, tel.: (831) 438-28-22 Kazan, Versale, st. Profsoyuznaya, 4, tel.
Official website: https://www.damiani.com/ Russian version of the site: https://www.damiani.com/ru/
Brad Pitt and the Damiani brand
Brad Pitt and Damiani
The Damiani family does not hide their pleasure from working with the actor. Brad Pitt approached with great interest the discussion and control of all stages of the creation of the author's collection in the Damiani brand portfolio. The stars of the jewelry world and cinema organically complemented each other and made the world talk about themselves with renewed vigor and lively interest.
The D.Side line is a prime example of the “bridal” series. It is represented by wedding rings with the recognizable Damiani logo, necklaces with diamonds or third-order stones - turquoise or onyx, as well as bracelets and earrings. The collection also includes jewelry made of yellow, pink and white gold 18K.
The main emphasis of the “celebrity” collections from Damiani and Brad Pitt is the unisex format. The D.Side line contains both feminine and masculine features. Jewelry is discreet and elegant.
Brad Pitt is one of the brand's many fans. The inhabitants of the Hollywood hills - actresses Jennifer Aniston, Gwyneth Paltrow, Milla Jovovich, Nastassja Kinski - do not miss the opportunity to appear in the light of secular lights wearing jewelry from the brand’s iconic collections.
The history of DAMIANI spans three generations of the family. Today the brand sits at the top of the Italian jewelry market and enjoys worldwide success as the highest expression of Italian style and tradition. The story that these exquisite pieces tell is about the unfading charm of famous film stars, an inexhaustible source of inspiration for attractive and sophisticated beauty.
Text: Anna Pavlova
It all started in Valenza, an Italian town considered to be the birthplace of the best Italian jewelry. In 1924, Enrico, the founding father of the Damiani dynasty, began to design and produce diamond jewelry. With his small masterpieces, he earned the prestigious title of personal jeweler to several noble families. His son Damiano continued the tradition, aided by his creativity and strong entrepreneurial spirit. He strived to create jewelry in his own recognizable style, so he constantly came up with something new: for example, lunette-effect settings that emphasized the brilliance of the stones. This era was marked by many innovations in design, technology and marketing that brought fame to the brand. Damiano was a strong-willed and passionate leader who managed to successfully combine innovation with a new style. After his sudden death in the mid-90s, the company was inherited by his three children: Giorgio, Guido and Silvia Damiani, who continued the family tradition. The third generation of Damiani for the first time took the company's business beyond Italy and grew it to the scale of a global corporation with 80 boutiques in different countries.
Damiani jewelry stands out for its special design, quality of stones and emotions. From the most traditional to the most contemporary, each piece reflects the artistic talent, craftsmanship and endless love of the master jewelers.
Jewelry always carries the spirit of the times; Perhaps this is why the company was able to win 18 Diamond International awards - a kind of jewelry Oscars. Many celebrities have worked with the brand.
It all started in the 80s, when Isabella Rossellini became the face of Damiani. Since then, Sophia Loren, Sharon Stone, Gwyneth Paltrow and Jennifer Aniston have been associated with the brand, including as ambassadors, all of whom have been photographed wearing luxurious Damiani jewelry. Other celebrities have worn Damiani jewelry at award ceremonies and elite parties: Paris Hilton, Dita Von Teese, Milla Jovovich, Tilda Swinton and many others.
The brand also released a collaboration with Brad Pitt called D.Side, inspired by wedding rings, and featured Jennifer Aniston in the campaign. And together with Sharon Stone, Damiani launched the Clean Water humanitarian project, within which wells with clean drinking water were built in African villages.
For this campaign, Damiani presented a collection of rough diamonds, part of the profits from which went to the construction of wells.
But, of course, the main stars of Damiani are the jewelry itself. Handcrafted pieces on the edge include the Shark bracelet, the romantic Mediterranea cuff, the Cincilla diamond necklace set in polished gold to resemble a fur cape, the lava-like Vulcania necklace that cascades to the neckline, and the Peacock necklace sparkling with sapphires. , emeralds and diamonds. The company received its last Diamonds International award in 2000 for the Eden bracelet: it is made of white gold and inlaid with 900 brilliant-cut diamonds weighing a total of 94.45 carats. Work on this masterpiece took more than 800 hours.
According to Guido Damiani, the company's success is based on the fact that it is one of the very few whose history began with production, while most international brands began with sales. “Our grandfather designed and made jewelry himself. This is our unique property. This is why we can compete with international brands owned by huge corporations. There is a dynasty behind our products.
Almost all key clients know us personally. They understand that if we recommend a stone to them, we have chosen it for a special purpose. Our experience and know-how extend not only to craftsmanship, but also to an attentive approach to the client's personality. And today we continue the traditions of our family, which were laid by our father and grandfather. Passion for the business is our main motivation."
