Crivelli focuses on creativity and grows in the East
The Middle and Far East are driving sales of the jewellery of the Valenza-based maison, which is about to launch a new communication project to better tell the story of its collections
2' min read
2' min read
A proposal that is renewed around the Like collection, the heart of the Crivelli brand, the historical Valenza manufacturer. And which is completed with, among others, the Brave and Facet lines. The first is a tribute to the feminine virtues of astuteness, resourcefulness, wisdom and courage, with jewellery expressing pure geometries, clean surfaces and sharp shapes that capture, a combination of minimalism and precision, elegance and power. The second draws inspiration from the beauty of the emerald cut.
The brand will soon launch its new promotion campaign that puts the jewellery in the foreground and 'eschews' the logic of the testimonial, as Creative Director Alessia Crivelli explains. "We want to remain focused on the value of the object and the emotion it conveys, remaining as independent as possible from the person wearing it. It is the object, therefore, that is desired and worn by those who can then choose it.
"We have chosen to renew our collaboration with photographer Fabrizio Ferri," says Alessia Crivelli, "with whom we have developed a partnership for the Breathtaking exhibition dedicated to the theme of contamination and pollution of the environment by plastics. It is a strategic partnership, which stems, Crivelli explains, "from the sharing of values and the decision to support certain projects. We are very proud of it'. At this stage, the brand has enhanced the work done on the maison's individual collections. Alongside the revisiting of a brand classic, Plus One, launched 25 years ago. "Creativity has always been a strong characteristic of our company, the new step," adds Crivelli, "is to work on giving a name and identity to our jewellery lines.
This is the case of the Like collection, interpreted around the unclasped circular shape that recalls the maison's initial, which comes in different variants, from Classic in rose, white or yellow gold and pavé white diamonds to Chromatic, with semi-precious stones, to the Black Tie Edition, in burnished gold and pavé black diamonds, the Crivelli proposal that wants to embody the concept of quiet luxury, distancing itself from a more ostentatious form of luxury.
On the market, argues Crivelli, "we are experiencing a phase of strong change and evolution, we have a fairly global presence and we see that the demand is there". The idea for the Valencian maison is to consolidate those markets where the brand is already present and to strengthen customer relations in these areas, without neglecting initiatives to open up new markets.
