Alfieri & St.John is relaunching and opens two boutiques in Rome and Milan.
After the sale by the Damiani Group, Alfieri & St. John brand initiated the relaunch strategy. The first step was to reorganize the supply of jewelry, which are now divided into six collections that include around a hundred pieces. The second step was to open its first store Alfieri & St. John. Gens Aurea, the company that bought the brand has chosen Rome to start the turnaround (even if, at the time of writing this article, it is not yet an online site of the House). The shop is in via Frattina, in the center of the city. Not lacking in particular, what is the most recognizable jewel of brand: the Cross 1977, produced in a limited series of 77 pieces. It is made of white gold and diamonds with a design that makes it a very light pendant. That of Rome, however, is only the first step: in the plans of the new owners is coming also a boutique in Milan, from mid-September, always in a central area. Not only that, if all goes well, the company also aims to raise awareness of the brand abroad, with the opening of boutiques in other European cities. On the other hand the words of brand are already half English. Lavinia Andorno
