Excerpts from the interview with Mr. Guido Damiani, President of the Damiani Group
“We still put a lot of creativity in our collection, creating a limited number of pieces, and our focus is on being very creative. This is exclusive in the Italian industry and something we take pride in, besides the high quality.”
“We know it takes time if you don't want to compromise, but we won’t compromise on the value of our DNA and would like to keep our value and vision and to establish them worldwide.”
Excerpts from the interview with Mr. Guido Damiani, President of the Damiani Group, marking the inauguration of the Maison’s renovated boutique in Dubai and unveiling of the Ode All’Italia High Jewellery Collection, with global brand ambassador Jessica Chastain as guest of honour
First of all, if you can tell us more about the launch of the latest High Jewellery collection that you have showcased at your boutique. What is special about this collection?
This collection is a tribute to the beauty of Italy. As a proudly Italian Maison, our centenary in 2024 celebrated not only 100 years of history, but also our identity as a family-owned brand that designs and produces 100 percent of its jewellery in Italy.
With this collection, we wanted to go a step further by celebrating Italy itself. Our landscapes, from coastlines and mountains to historic cities such as Rome, Venice and Florence, have always shaped our creative language. Together with our designers, we constantly look to our country for inspiration. Alongside diamonds, rubies, emeralds and sapphires, the collection also features more unexpected gemstones such as garnet, alexandrite, Paraiba tourmaline and morganite. These stones bring a distinctive sense of colour and individuality to each piece.
One of my favourite creations is Marea Rosa, inspired by the coast of Sardinia and the pink sands of Budelli beach. Paraiba tourmalines evoke the crystalline blues of the sea, while pink morganite reflects the unique hue of the shoreline.
The new collection takes us into a kind of discovery of Italy and the beauty of the sea and the Italian culture. How does this new collection reflect the DNA of Damiani as a brand?
Being Italian is deeply embedded in our DNA, and that naturally comes through in our storytelling and designs. Italy gives us the freedom to approach gemstones differently and to truly celebrate their individuality.
Jessica mentioned during the event that we set stones in a way that allows them to stand out and be appreciated, rather than hiding them within heavy pavé settings. This approach reflects our philosophy.
Many major jewellery houses today are part of large international conglomerates and increasingly approach jewellery as fashion. Damiani remains different. We are still an independent, family-owned Italian Maison, creating a limited number of highly creative pieces. This creative freedom is increasingly rare in the industry, and it is something we take great pride in, alongside our uncompromising standards of quality.
Well, obviously, Jessica, added flavor yesterday to the event, and Damiani has always been associated with their brand ambassadors. How does Jessica represent the brand values?
Jessica embodies everything we value as a Maison. She is immensely talented, elegant and versatile, yet deeply grounded and approachable. We admire people who excel in their field while remaining authentic and humble, and Jessica represents this balance perfectly.
Our relationship with a brand ambassador is always mutual. We choose each other. Jessica connects deeply with our family, our craftsmanship and our values, and that genuine connection is what makes the partnership so natural.
She is incredibly gracious with everyone, always available and warm, and this authenticity is something people immediately feel. That is why the relationship works so well.
Okay, moving to the new boutique, Damiani Boutique in Dubai, is not new; it's been there for many years, but the new boutique is very simple, it is very attractive, and it's inviting as well. So how does this new boutique reflect Damiani's brand identity and Damiani's heritage, which is an important point here?
The renovated boutique represents a new chapter for Damiani in the Middle East. Our aim was to create a space that feels welcoming and refined while preserving a distinctly Italian atmosphere.
Italian furniture and bespoke Murano glass by Venini, founded in 1921, play a central role in the design. The chandelier and glass installations were created specifically for this boutique, reinforcing our commitment to craftsmanship and Italian heritage.
The Middle East remains a relatively small market for us today, but it is one of our most strategic. Recent openings in Kuwait, Bahrain and Riyadh, alongside upcoming boutiques in Doha and Abu Dhabi, reflect our long-term commitment to the region.
Yeah, you've mentioned some of the products of your companies, available in the Dubai boutique. Will there be any collection or service available in the boutique on an exclusive basis?
While not exclusive to Dubai alone, we are very focused on offering a highly personalized experience. I personally meet with VIP clients when I am here, offering guidance and suggestions directly. In terms of collections, we will introduce special pieces and variations that will be available exclusively in the Middle East, alongside our core collections.
Speaking about the Middle East, it's interesting to know more about the Damiani Global Expansion as a strategy for the Middle East in particular.
Our ambition is to continue growing globally while remaining true to who we are. We believe there is significant opportunity to grow by educating clients about our history, our family heritage and our distinctive design language.
This year alone, we are planning around ten new boutique openings worldwide, including major openings in Asia. At the same time, the Middle East is becoming increasingly important due to the sophistication of its clientele and their appreciation for craftsmanship, exceptional stones and innovative design. We see the region as a key pillar of our growth strategy over the next five years.
It's interesting that we're talking about more of the global expansion and Damiani, it is still a family company. It's a family-based company compared to other multinationals, as you mentioned, controlled by groups and so on. So how do you maintain the family spirit and vision within the brand while expanding globally?
For us, this comes naturally because the family is deeply involved in every aspect of the business. My siblings and I shape the strategy together, and this collaborative approach is something we have lived with since childhood. We quite literally grew up surrounded by the business. Our family lived in the same building as the Damiani offices, and from an early age we were immersed in diamonds, gold and craftsmanship.
Being a family company allows us to think long term. This is not just about business, but about preserving a vision and a passion that has been passed down from generation to generation.
How well prepared is the fourth generation to migrate through a new era?
The fourth generation is still very young, but they are growing up in a similar way to how we did, surrounded by the business and exposed to its values. We involve them in discussions, market visits and family meetings, allowing them to understand how the company works. There is no obligation for them to join the business, but many of them already express genuine interest, which is very encouraging.
How important is the personalized service that you have in terms of service itself or in terms of designing and involving the client with special design? And what's the storytelling that Damiani enjoys at the moment with their expansion plan?
Personalization is one of our strongest capabilities. We are very flexible and closely involved in the design process, which allows us to create bespoke pieces or adapt designs to suit individual clients. We have created special pieces for celebrities and private clients alike, and this level of customization comes naturally to us because it is part of our DNA. Even within our collections, many pieces are one of a kind, which gives clients the feeling that what they are purchasing is truly special.
Thank you very much. Really appreciate it. I know you took time off your busy schedule to join us today.
It's always very welcome. You know, we are the smallest among the big guys out there. And so, thank you for supporting us.
All the best. Thank you so much.