Many have seen them in the windows of Stroili Oro stores, after the grand launch with Ilary Blasi as testimonial in 2012. These are temporary tattoos in 24-karat gold and 999 silver, which are applied like transfers: just place them on perfectly clean and dry skin, dab with a cotton ball soaked in water, press for thirty seconds and then remove the paper covering the design. After this first exclusive commercial agreement for Italy, the manufacturer, the Trieste-based company Genefinity, decided to go directly to the market, with its own brand, Gold Sin Jewels. First in Europe, then North and South America; and recently to conquer the Middle East it has created four collections: Fairy Butterfly, Flower, The Thousand and One Night and Macramè. In practice, there are 88 combinable models, between small, medium and large, which cost from 5 to 50 euros and can last up to 9-10 days depending on the type of skin. Almost double compared to the first versions. Surely, none of the founders, engineers from the University of Trieste, would have ever thought that a company created in 2006 to study the application techniques of thin films of precious metals in the biomedical field, would six years later combine three Made in Italy sectors such as fashion, cosmetics and jewelry. This is thanks to a vacuum deposition technology, called Ghost (Genefinity Hi-resolution One Step Transfer), which allows the deposition of metal layers on flexible materials such as plastic. And also thanks to the creativity in identifying different fields of application and the ability to find a meeting point between academic research and industry in our country. This is how product innovation is born. So it is not surprising that they are thinking about a men’s collection, new markets such as Brazil and Asia.
