How Italian luxury jewelry brands approach visibility, exclusivity, and storytelling

 

In the world of luxury jewelry, Italian maisons have long been synonymous with artistry, heritage, and exclusivity. This article explores how some of Italy’s most renowned brands blend timeless craftsmanship with contemporary vision to create pieces that captivate on red carpets worldwide.

 

Red carpet events offer luxury jewelry brands a prime opportunity to capture the world’s attention. While powerhouse names like Boucheron and Tiffany & Co. often dominate media coverage, independent Italian maisons can sometimes be overlooked. Rooted in family heritage and artisanal craftsmanship, these brands take a discreet and distinctive approach to red carpet moments.

Many of Italy’s independent and family-owned maisons prioritize intentional presence, storytelling, and prestige. This approach reflects their artisanal roots and the Italian tradition of understated luxury. Their distinct identities and narratives explain why Italian jewelry remains a global benchmark for elegance and innovation.

 

Pomellato: The Italian powerhouse backed by Kering

 

Pomellato is known for its bold gold silhouettes and vibrant gemstones, championing individuality and body positivity. Now part of the Kering portfolio, the brand’s red carpet presence has grown more assertive in recent years.

Pomellato embraces a joyful and colorful approach to luxury that appeals to a new generation of consumers. The brand’s messaging aligns with fashion-forward values like sustainability, inclusivity, and female empowerment. These themes come to life through campaigns featuring ambassadors such as Jane Fonda and Cate Blanchett. With ethical gold, Milanese heritage, and bold self-expression, Pomellato’s storytelling feels unmistakably contemporary.

 

At Cannes 2025, Alessandra Ambrosio wore a one-of-a-kind 55.96-carat tanzanite necklace and a matching 37.73-carat tanzanite ring by Pomellato—two standout pieces from the brand’s upcoming high jewelry collection. As Marie Claire UK noted, “the collection is already shaping up to be one of the most talked-about jewellery launches of the year.”

 

Though now part of the Kering group, Pomellato continues to give back. In a recent collaboration with Polimoda in Florence, it’s working with young designers to reinterpret its iconic Nudo collection, reinforcing its commitment to nurturing the next generation of creative talent.

 

Damiani: Legacy meets global ambition

 

Founded in Valenza in 1924, Damiani remains one of Italy’s most prominent family-owned jewelry houses, with a strategy that rivals major global players. The brand appointed actress Jessica Chastain as its global ambassador, pairing a century-old heritage with international star power.

 

While deeply rooted in Italian tradition, Damiani has increasingly embraced broader visibility strategies, including celebrity partnerships and global advertising while preserving their legacy and craftsmanship.

 

The brand sustains strong visibility through advertising and retail, with boutiques in key fashion capitals worldwide. In Asia, Damiani has expanded its footprint with stores in China, Malaysia, and South Korea, where it recently surpassed twenty boutiques.

 

On April 3, 2025, Damiani opened a flagship store at the corner of Via Montenapoleone and Corso Matteotti in Milan, one of the city’s most prestigious luxury intersections. Jessica Chastain attended the grand opening, reinforcing the brand’s presence in Milan’s luxury district.

 

This flagship represents a major milestone, strengthening Damiani’s foothold in Milan’s competitive luxury market.

 

Recarlo: Diamonds as the ultimate love language

 

 

Founded in Valenza in 1967, Recarlo is a family-owned maison that has made the diamond its signature and the heart-shaped solitaire its unmistakable emblem. In a landscape where many Italian brands focus on colored stones or baroque forms, Recarlo stands apart with minimal yet deeply emotional designs built almost entirely around diamonds.

 

Recarlo’s red carpet appearances are rare but deliberate. The brand’s exclusive use of natural diamonds and in-house craftsmanship ties it closely to the traditions of Italian excellence, while its storytelling remains rooted in timeless values. In a world of spectacle, Recarlo offers intimacy—a quietly confident expression of love and legacy.

A stage of icons. A moment of light. At the 78th Cannes Film Festival, Paola Cossentino shone in the Anniversary More parure, a cascade of heart-shaped diamonds. The moment perfectly embodied Recarlo’s vision—romantic, precise, and unmistakably Italian.

Pasquale Bruni: Heritage and intimacy in the spotlight

 

Since 1976, Pasquale Bruni has created jewelry merging poetic storytelling with expert craftsmanship. Inspired by nature and femininity, its collections strike a balance between timeless elegance and contemporary style. The brand preserves exclusivity by limiting red carpet pieces. Many are custom-made or drawn from archival collections, available only to select clients.

 

Pasquale Bruni enjoys notable red carpet visibility, favored by European celebrities drawn to its delicate yet striking designs. The maison blends traditional artisanal techniques with innovative creativity to captivate a discerning luxury audience.

 

Julia Garner’s striking appearance in Pasquale Bruni at Cannes 2025 highlights the brand’s gift for creating emotionally resonant moments without broad sponsorship. She wore Ghirlanda Atelier morganite drop earrings in 18K white gold with white and grey diamonds. Her look was completed with a one-of-a-kind Vento Atelier ring. These high-jewelry pieces were a highlight of her look, “a celebration of timeless elegance and romantic allure,” said the brand.

 

Also in 2025, Pasquale Bruni unveiled its “Giardini Segreti” collection, acclaimed for its intricate floral motifs and use of ethically sourced gemstones.

 

Roberto Coin: Signature symbolism and quiet star power

 

Roberto Coin blends classic craftsmanship with contemporary design, appealing to clients who favor refined, understated luxury. The brand’s red carpet strategy centers on long-standing relationships with celebrities and stylists, rather than mass-market sponsorships.

 

A signature of every Roberto Coin piece is the hidden ruby set on the inside, a gesture rooted in ancient belief that rubies worn against the skin bring health and happiness. This detail speaks to the brand’s storytelling sensibility and family legacy.

 

Coin told The Zoe Report, “We have dressed everyone—from Halle Berry, Taraji P. Henson, Tina Fey, Cate Blanchett, Oprah Winfrey, Kate McKinnon, Melissa Etheridge, Jennifer Lopez, Alicia Keys, and too many others to name.”

 

Nicole Kidman is a known admirer. She wore Roberto Coin to the Venice Film Festival premiere of Babygirl and again for the October debut of The Lioness. To begin with, Wicked star Cynthia Erivo has maintained a strong relationship with Coin since 2021. Over the years, she has consistently chosen their pieces for high-profile appearances. Most recently, she wore haute couture cascading earrings and a bold statement ring from the Domino Collection at the 2025 Golden Globes

 

Roberto Coin’s red carpet presence reflects timeless values, cultural depth, and a distinctly personal approach to visibility.

 

Annamaria Cammilli: Artistic identity and sculptural gold

 

Annamaria Cammilli is a Florentine artist and designer who founded her eponymous jewelry brand in 1983. With roots in painting and sculpture, her creative background shapes every piece she designs.

 

Cammilli transforms gold into sculptural forms that evoke movement, light, and natural beauty.  Furthermore, her jewelry is known for silky finishes and fluid silhouettes, standing out on the red carpet for both artistry and elegance.

 

Each piece tells a story of femininity and strength, often inspired by nature, architecture, or emotion. The brand’s signature elements—including eight exclusive shades of 18K gold—reflect a commitment to craftsmanship, innovation, and personal identity.

 

Exclusivity is preserved through limited production runs and custom commissions, fostering close relationships with collectors, clients, and select celebrities. More than adornment, Cammilli’s creations are expressions of individuality.

 

Romanian actress Madalina Ghenea attended the 81st Venice International Film Festival wearing pieces from Annamaria Cammilli’s Firenze and Dune Chic Pavé collections, according to a LinkedIn post.

 

Crivelli: Feminine strength and timeless glamour

 

With a growing list of red carpet appearances—from Cannes to Venice to the David di Donatello Awards—Crivelli has secured a place among Italy’s most visible high jewelry houses. Celebrities like Barbara Ronchi, Anna Maria Olbrycht, and Barbara Chichiarelli have all worn Crivelli creations, drawn to their elegant craftsmanship and bold visual language.

The maison’s extensive celebrity archive (crivelligioielli.com) speaks to the trust stylists place in the brand for moments of high glamour.

 

Crivelli’s pieces often balance strength and softness, curving with the body like a living form. Feminine but never fragile, their designs frequently play with the contrast and tension between light and shadow, structure and fluidity.

One standout piece, worn recently by actress Martina Scrinzi on the red carpet of the David di Donatello Awards, features white and fancy yellow diamonds alongside Paraiba tourmalines in a floral composition that feels both regal and intimate.

 

Alessia Crivelli began her journey as a gemstone cutter in the family workshop and now serves as General Manager. Passionate about education and craftsmanship, she also holds roles as Vice President of Federorafi and head of the Mani Intelligenti Foundation. Her leadership reinforces Crivelli’s identity as a brand rooted in generational expertise and progressive values.

 

Marco Bicego: Everyday elegance with red carpet appeal

 

Rooted in Vicenza’s goldsmithing tradition, Marco Bicego stands out for its ability to make artisanal luxury feel effortless and wearable. The brand’s signature hand-twisted coil and hand-engraved finishes bridge fine craftsmanship with everyday sophistication, translating well to red carpet moments.

 

While the brand does not heavily invest in celebrity endorsements or large-scale sponsorships, Marco Bicego’s jewelry still appears organically at prestigious events. Instead of relying on overt marketing tactics, the brand intentionally leverages the natural appeal and craftsmanship of its designs. As a result, its visibility remains strong, even without aggressive promotional efforts.

Consequently, the brand has quietly built a loyal following among actresses and style icons. For instance, stars like Eva Mendes, Halle Berry, Ariana DeBose, Jennifer Lopez, and Beyoncé frequently choose to wear Marco Bicego. Clearly, they are drawn to its understated luxury and contemporary Italian elegance.

 

Marco Bicego’s appearances at events like the Venice Film Festival and the Creative Arts Emmys reflect a deliberate yet understated strategy, visible without being ostentatious. This restrained approach embodies the maison’s philosophy that jewelry should complement the wearer, never overpower them.

With quiet confidence and a distinct design language, Bicego offers a refined alternative to more theatrical red carpet jewelry. Its pieces seamlessly transition from global stages to everyday wear. Each creation celebrates personal elegance and timeless sophistication

 

Ferri Firenze: Craftsmanship and legacy

 

Ferri Firenze has taken a quiet yet strategic approach to red carpet visibility, favoring selective, high-profile appearances over broad marketing campaigns. This method underscores the brand’s focus on understated luxury and artisanal excellence.

 

Rooted in Florentine craftsmanship and family tradition, Ferri Firenze uses these occasions to reinforce its reputation for quality and refinement, distinguishing itself from more commercial luxury brands.

 

In May 2025, Ferri Firenze celebrated a major milestone with the opening of its first flagship boutique on Florence’s Ponte Vecchio—a historic debut that reflects its growing international presence and deep connection to Italian heritage.

 

Notably, Saudi fashion entrepreneur Lama Alakeel wore Ferri Firenze at the Cannes Film Festival this year, a moment that spotlighted the brand’s elegant, contemporary identity on the global stage.

 

Conclusion

Italian luxury jewelry brands captivate global audiences with rich stories of heritage, craftsmanship, and exclusivity. Some achieve broad visibility through celebrity ambassadors and flagship boutiques. Others stay true to their artisanal roots, embracing a more intimate, tradition-focused approach.

 

By appearing on red carpets and at high-profile events, these brands show that visibility doesn’t mean losing authenticity. Through storytelling and a selective presence, they create lasting emotional connections with discerning clients and celebrities. This ensures that Made-in-Italy continues to represent timeless elegance and refined exclusivity.

 

Note: This article is intended for educational and editorial purposes only. The brands mentioned are not necessarily affiliated with VD Global.

 

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