Giovanna Protti, arti director di Verdi Gioielli
Giovanna Protti, arti director di Verdi Gioielli

Giovanna Protti (Verdi) unplugged

She designs jewelry, but not onlyGiovanna Protti is an art director who chisels her job as a goldsmith works on a gold embroiderySoshe is not a technicianbut the creative soul of Verdi, a brand of the district of Valencia founded in 1971 by Giuseppe Verdi and now run by his son MarcoBeside himGiovanna Protti interprets the style of the Maison without forgetting that to preserve also means to innovate. «I always try to be one step ahead of the trend of the moment», she explains in this interview, “unplugged” for Gioiellis.com.

Giovanna Protti, arti director di Verdi Gioielli
Giovanna Protti, arti director di Verdi Gioielli

Question. You are designer for Verdi’s brand since twenty years. How did you start?

Answer. My training began attending the School of Arts in Precious Stones and Jewellery and respective diploma. I embarked on this fascinating work by paying mine’s due, experimenting all kinds of goldsmith techniques that could improve my skills still immature. In 1991 I met the Verdi company and from that moment we walk along “the path to success.” In all these years of experience I think I have also acquired excellent technical skills thanks to the comparison with skilled craftsmen, obtaining specific notions very valuable for an all-around professionality. It is due to this I consider a jewel as a union of technology, care, passion and devotion … Creating jewelry is for me to reveal to the world my personality.

Q. Which is the company product philosophy and how do you translate it into models and jewelry?

A. First, Verdi is symbol of Made in Italy: our jewels are entirely designed and manufactured in the city of Valencia. My design is not inspired by anything in particular, but I always try to translate the trends in my language, straining to create something fresh, modern and feminine at the same time. My jewels are designed for a modern woman, mentally and especially economically independent, who still loves to feel emotions when sees a beautiful jewel and that knows how to appreciate high quality.

Verdi, bracciali in oro bianco con diamanti bianchi e grigi
Verdi, bracciali in oro bianco con diamanti bianchi e grigi

Q. Natural stones or treated: there are two conflicting theory in jewelry. Which one do you choose?

A. I have always been attracted by natural colored stones, that offer endless opportunities to combine and create something new. Like with food (another excellent Italian) I like to mix different ingredients and to create new and exciting matchings.

Verdi, orecchini in oro bianco con diamanti e briolettes di zaffiri rosa
Verdi, orecchini in oro bianco con diamanti e briolettes di zaffiri rosa

 

Q.What news?

A. Unusual and original combinations with a unique personality. I love to play with colors, but always matched with the gemstone par excellence: the diamond. So irregular pavé with sinuous shapes for earrings and rings and colored briolette cut gemstones that capture and reflect light from all angles..

Verdi, anelli in oro bianco con diamanti e briolettes di zaffiri rosa, blu e diamanti neri
Verdi, anelli in oro bianco con diamanti e briolettes di zaffiri rosa, blu e diamanti neri

 Q. What is the most successful jewel you have ever submitted? To invent a collection, do you start from your imagination or by market’s demands?

A. I would say, without wanting to seem full of myself, I always try to be one step ahead of the trends. We do not have a signature that “sells it self,” and so I have to fill this gap trying to create a tendency instead following it … fortunately sometimes I succeed on it.

Verdi, anelli in oro bianco con diamanti e smeraldi
Verdi, anelli in oro bianco con diamanti e smeraldi

Q. Among jewelers there is a rivalry or a competition as well as the fashion world. Let’s do a transgression: tell me a brand of jewelry you admires.

A.I think it is not a transgression admire other competitor brand. I am fascinated and I held a particular esteem for who can create from nothing beautiful ideas, rivalry is not part of my being. I really like the jewelry Bogh-Art, which combine great creativity and “ostensible” simplicity.

Verdi, bracciali con diamanti, calcedonio, opale rosa e giada nera
Verdi, bracciali con diamanti, calcedonio, opale rosa e giada nera

Q. Zodiac sign?

A. Gemini.

Q. Last book?

A. La solitudine dei numeri primi by Paolo Giordano (beautiful).

Q. The best movie?

A. Il Postino.

Q. Headphones music?

A. Older generation Italian singer-songwriters and eighties-nineties disco (the opposites attract!).

Q. Birthday recipe?

A. My cake!

Q. Never without… three things?

A. A pencil, blank sheets of paper and my bag containing my house ….

Matilde de Bounvilles

 

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