Faraone at auction

It is one of the Milan jewelry classic brands: Faraone, however, is now also an auction house. The company which had among its clients the Queen Margherita of Savoy, the Monegasque Royal Family, Maria Callas, Anna Magnani, Ava Gardner and Ingrid Bergman, has decided to combine the traditional activities also with auction sales. The service then provides the consideration, purchase or trade of precious, jewelry and watches, plus the ability to place them for sale through Faraone auction house, in order to guarantee the customer the best evaluation, namely that of the market. A team of specialists will evaluate the jewelry of all times, both of Maison that of other brands, individual pieces or entire collections. The idea is to catch a trend in the use of jewels, according to the chief executive officer of Pharaoh, Victoria Bianchi: «The occasions to wear jewelry of any importance are now rare. Today the jewelry is worn differently: one piece, not too flashy, it can be worn every day, and one or two, pure, yet discrete, for special occasions. That’s how the parure and broochs of our grandmothers have left the scene. Why youn not sell them, or turn them into something more easy to wear? The opportunities we offer to our customers are manifold: from the auction, to commute the jewel with a more current version of the same, to the direct purchase from us in the event of great value both signed by our Maison masterpieces from other brands».
In 2016 Faraone Casa d’Aste has already two selling scheduled. The first is set for June: among the pieces for sale is the parure of diamonds belonged to the Queen of Italy, Margherita of Savoy and received as a gift from the King Umberto I of Italy consort. The set consists of a necklace with 38 diamonds for a total of 55 carats and earrings with two diamond weighing 5.30 carats each. There will also be a Burma ruby, not warmed, about 15 carats, mounted on a diamond brooch of the early twentieth century. Federico Graglia