Nomination story

From Florence with Love: Nomination jewels are born from the Florentine DNA of know-how and goodness. Alessandro Gensini, son of Paolo, founder of the Tuscan company, talks about the origins and future of Composable, the customizable steel bracelet loved by Jennifer Lopez. Here is the article by Bettina Bush for Repubblica.

The Nomination jewelry company founded in ’87 by Paolo Gensini, has an entirely Italian, or rather Florentine, history and is one of the excellences that has been able to combine innovation, creativity and craftsmanship, remaining in the family. It all started a long time ago, from the ice cream shop in Sesto Fiorentino, and from the creativity of Gensini, an entrepreneur born into making ice cream: “My father has always been a keen observer – says Alessandro Gensini, marketing manager of Nomination, son of Paolo – when he worked in the ice cream shop founded together with his brothers in the Sixties, he immediately realized that jewelry was a true status symbol for the wealthier classes; then there was the middle class, which was recognizable by not having accessories. As a good visionary, he thought of creating a precious jewel accessible to all, starting from steel, creating a product that was modular, personalized just like ice cream but with emotions instead of flavors, to allow people to create their own message”. So Paolo Gensini decided to leave his old job and found the company Nomination: Composable immediately established itself. the bracelet created starting from steel and sophisticated technology, to then apply letters, icons of Italy, and symbols, made of gold, silver and precious stones. Nomination recently celebrated its 25 years of activity with optimism, currently produces about forty collections a year, has a distribution network made up of more than sixty single-brand stores in Italy and abroad, in addition to over 5 thousand independent points of sale in the world, in 2013 it had a turnover of 40 million euros with a growth of 5% abroad: «Today we export 60% and in a couple of years we want to land in new markets, such as China and India – explains Alessandro Gensini – the Composable bracelet continues to be popular, I remember when we received the request for the jewel that Jennifer Lopez wanted, set with diamonds, a great satisfaction. Composable is also one of the most copied products, but no one can reach our quality, made of technique and artisanal labor on a production with industrial numbers: we produce 9 thousand tiles a day involving only local suppliers». An Italian product also in philosophy: «We want to communicate the Florentine DNA made of positive daily emotions, combined with the passion for knowing how to do things well – concludes Gensini – the same messages of our new campaign entitled precisely “From Florence with Love”.