The Murrinamurano Venezia brand evolved from the tradition of Murano glass.
Murrinamurano Venezia is a brand that focuses on traditional Murano glass craftsmanship, transforming it into contemporary collections. The jewelry manufacturer behind the brand is SM3000, established in Murano through the partnership of Giorgio Scarpa Schoos—an expert in Venetian glass art—and Mauro Rossetto, an entrepreneur and furnace owner. The concept is that while Murano glass is already a recognizable element of Venetian identity, it can also serve as a material for objects aimed at new markets and product categories.
The glass is crafted, composed, and incorporated into collections where color, transparency, surface texture, and shape are integral to the design. Murrinamurano Venezia emerged from this journey as a brand dedicated to contemporary jewelry and Murano glass design. Each collection represents a meeting point between two worlds: the artistry of the master glassmaker and the design of a product intended for the fashion jewelry market.
Five Brands
Over time, the Group has developed a portfolio of brands targeting different market segments.
- Murrinamurano Venezia: operates in the contemporary jewelry sector.
- Feel 925: combines 925 Sterling silver with Murano glass.
- Blaze: offers a take on men’s accessories.
- VA&G: inspired by the connection between Venice and travel.
- Antica Murrina Venezia: maintains the link between Murano jewelry and Venetian tradition.
This diversification allows SM3000 to adapt the same material culture to different markets. While the audience, product, and sales channel vary, glass remains the common denominator. For Murrinamurano Venezia, the most significant shift is the transition from souvenir to piece of jewelry. Venice is no longer merely the subject evoked by the object; it becomes an integral part of the product through technique, materials, and manufacturing heritage.
Supply Chain Control
International expansion has necessitated a parallel evolution of the production structure. SM3000 operates its own production facilities and has invested in strengthening its capabilities by integrating complementary businesses and skills. In 2023, the Group opened two new production sites in Europe, thereby increasing operational capacity. The goal is to support collection development while maintaining direct control over production stages. Research goes beyond aesthetics; it involves experimenting with new glass applications, exploring material combinations, and adapting established techniques to objects with different functions and proportions.
In Italy, Murrinamurano Venezia boasts over 1,600 points of sale—a network comprising 20 sales agents, 24 company-owned stores, and 15 exclusive dealerships in Venice.
The brand is present in jewelry stores, design and home décor shops, and Italian international airports. Globally, the network extends to over 500 points of sale through distributors and commercial partners.
Travel retail jewelry is a channel where the connection to Venice takes on a distinct commercial significance. Travelers encounter the product at the moment the experience of the city translates into the purchase of an object to take home.
The distribution strategy also targets new dealerships, airport partnerships, and flagship stores. These are complemented by shop-in-shop concepts and branded corners, designed to establish a recognizable presence within retail outlets.
In this way, the store becomes part of the product itself—serving not just as a point of sale, but as a space to showcase collections, materials, and visual identity.
The United States represents a key growth market through Murrinamurano USA, while Europe constitutes an established part of the company’s international presence. Distribution supports the brand’s internationalization process and its entry into markets where “Made in Italy” is a key element of its positioning. Ultimately, the SM3000 project addresses a question relevant to many Italian manufacturing enterprises: how can a tradition be carried into the present without becoming merely a reference to the past? The company’s answer lies in the product itself. While Murano glass remains rooted in the furnace and artisanal expertise, it is integrated into a system where design, fashion, distribution, and communication expand its potential.
