A grand debut for Chantecler, historical brand of Made in Italy, also a favorite by celebrities such as Jacqueline Kennedy and Ingrid Bergman. Gabriele Aprea, the eldest of three sons of Salvatore Aprea, co-founder of the brand together with Pietro Capuano, tells Gioiellis.com the projects of the company guided with the sisters Maria Elena and Costanza «Our challenge is to maintain the same aesthetic quality and hand craftsmanship, but also to meet the needs of international customers», says Aprea.
Question. You have just published a book celebrating the history of the Maison. Are other the initiatives following?
Answer. As members of the Italian Goldsmiths’ Club, on the occasion of Expo 2015, we will realize an exhibition of our creations at the Museo Poldi Pezzoli in Milan. Transfer the food theme in jewelry is not easy, but I must say that we did quite well, creating a collection that is linked to the subject and at the same time to our Mediterranean roots. We named it L’oro di Capri, with citrus and their shades in enamel and silver vermeil.
Q. Chantecler brand is very recognizable with its many iconic pieces, but there is one in which you are most fond of?
A. One of the creations that so marked the history of Chantecler dates back to 1944, when Pietro Capuano and Salvatore Aprea took inspiration from the legend of St. Michael and did forge a bronze bell to donate as a lucky charm and a symbol of peace to Franklin Delano Roosevelt, then president of the United States. The Campanella collection has its roots in this event, and has become an iconic symbol of our brand to which we are very fond of.
D. 2015 was the first time at the fair in Basel. With which novelties?
A. For Baselworld we created three new collections, very sophisticated in design, technological implementation, and materials. For example, the lightweight swirls in gold and enamel hand painted Giardino Improbabile, that intertwine to form flowers and butterflies fluttering, light and precious. Or Dandelion, where the tips of the flowers are covered with sparkling diamonds and colored coral and turquoise. Finally, Maiolica, a luxury collection not only in the materials (diamonds, turquoise, coral, sapphires) but also in manifacturing, made with the techniques of ‘inlay typical of the Sorrento peninsula.
Q. It is clear that you are focused on international markets
A. Sure, Baselworld has represented a strategic choice, dictated by the desire to open up to international markets. In recent years, we have prepared the ground for growth, investing more on being that on appearances. We believe that the market will reward our efforts, so that for this year we expect a growth in turnover of 20%.
Q. The opening to new markets will take you to introduce other styles, stones and colors? A come back of bespoke pieces?
A. One of our strengths is to have a fairly wide range of products, suitable for different needs for both price and type of design and materials. Our creations range from unique pieces of fine jewelry to silver jewelry or gold nine carats. New materials are possible, while remaining faithful to the identity of the brand.
Q. Chantecler with her jewels dressed the international jetset and actresses of the past. Now as Hollywood star, princess or it girl you’d like to have as a client?
A. We have always had and still have celebrities who wear our jewelry but our best testimonial is the woman who loves what we do and wear it with joy.