Pandora and Queriot, Vhernier and De Vecchi, Pasquale Bruni and ReCarlo, Chopard and Mattia Cielo, David Webb and Veschetti, Pippo Perez and Zancan, Lenti Villasco and Dodo, Ole Lynggaard and Shamballa, Nanis and Marco Valente. These are the jewelry brands present on the second floor of the Brian & Barry store in Piazza San Babila, Milan, which is dedicated to jewelry and watches, with a concept borrowed from the best American department stores: «It is the first experiment of its kind in Europe: each brand, instead of setting up its own space as happens in other multi-brand stores, has a precise format available that includes the furniture, deliberately essential to highlight the products, and in the corners also sales assistance.
In short, in this case uniformity serves to express a philosophy, that of luxury without barriers: those who do not want to enter a jewelry store, but want to buy a precious object here can do so knowing they can choose the best”, comments Marco Valente, founder of the high jewelry company of the same name, who introduced the BBB group to the sector and helped select the partners. And it is precisely this idea that convinced a brand like Vhernier to participate: the Brian & Barry store in Milan is a way for a prestigious but niche name to make itself known to a wider audience without fear of lowering the target. A formula that could also induce the Kering group to invest further in the project, according to what Gioiellis.com unofficially collected: the presence of Dodo in the store is proof of the attention to the development plans of the company founded by Giuseppe Rabolini and now part of the former giant Ppr (now Kering, precisely). In the future, perhaps, Pomellato could also have its own showcase in the store.
For the historic Brescian jewelry store Veschetti, which offers vintage pieces, including a gold cross commissioned by Cartier at the end of the 19th century, alongside its bracelets, rings and necklaces, the Milan store is instead the launch pad for the American David Web, a brand acquired exclusively for Italy. If the Danish Ole Lynggaard and Shamballa look to the Italian customer, the location is certainly an advantage also for those who are already known abroad, like Pippo Perez, a Neapolitan jeweler and family friend of the Zaccardi brothers, who took the opportunity to support their internationalization plans. The same motivation for Mattia Cielo, who here continues his strategy of opening in the best luxury stores in the world, and shows Armadillo, a ring that is an icon of movement, a feature of his jewelry. Waiting, is the thought shared by everyone, for the Expo.
