The Line of Grace by Savelli
An elegant curve, a polished wave, a cool breeze – This is the Line of Grace, the signature of the Swiss brand Savelli. Inspired by nature and developed in Geneva, the luxury jewelled smartphone is more than just a phone. Designed to be worn as a statement piece, the elite product of Savelli is crafted for those who want their personality to shine
Day and Night Magazine were one of the lucky few to be invited along to the magnificent Emirates Palace in Abu Dhabi where a private launch of Savelli’s new range was held on the 28th of April, 2015. Hosted by Savelli’s retail partner in the Middle East, Mohammed Rasool Al Khoory, the event was attended by members of the press who experienced the products first hand, before settling down for a sumptuous lunch where the host regaled guests with anecdotes from the industry. The guest of honour was founder of Savelli, Mr Alessandro Savelli, who kindly sat with us to chat about his long-held dream that is now a reality. More information about the opulent products are detailed on the brands website www.savelli-geneve.com and its Instragram account; www.instagram.com/savelligeneve.
What inspired the products at Savelli?
The inspiration behind the elite smartphones was the word ‘elegance’ – how can this term be defined? The answer lay with the renowned British philosopher, William Hogarth, who defined it in 1750 in his book called The Analysis of Beauty, wherehe stated that elegance can be found in natural beauty that is found in nature itself. Everything in this world that possesses natural beauty is crafted from curves and a gradual flow of movement, whether it’s a human body, plants, rivers and landscapes. Therefore, I wanted Savelli products to be a stunning collection of nature-infused beauty and to bring the idea of elegance into the modern era, we chose to use precious gems and animal skins to complete the look. In terms of marketing, we selected style icon, Julia Restoin Roitfeld as the muse of Savelli. Her natural grace is captured in the advertising campaign by legendary fashion photographer Patrick Demarchelier.
Can you tell us about the Savelli logo? Why is the wave symbol special?
The Savelli logo was designed with nature’s concept of curves in mind. Everything natural on this planet features soft curves; you won’t find a natural feature that has dead-straight lines. I wanted our logo to be associated with the inspiration of the brand and Savelli’s symbol does just that. Known as the ‘The Line of Grace,’ the logo is completely feminine and has been incorporated into the smartphone with features such as the microphone, push-buttons and exterior case of the smartphone all demonstrating this sleek curve.
How many collections does Savelli offer?
At present, we have three collections; Elégant, Précieuse and Merveilleuse, which loosely interpreted from French means, elegant, precious and beautiful. The Elégant collection is a contemporary line in three striking styles: Python, Blue Jeans Ostrich and Black Sport. Whereas, the Précieuse collection features four models: Emerald Iguana, Classic Caramel, White Ice and Ardent Red and finally the Merveilleuse collection boasts the ultimate pieces: Diamond Rain, Diamond Night, Champagne Diamonds, Black Insane.
Are Savelli products aimed exclusively at women?
No, we offer The Black Sport for men, which is more masculine in terms of the exterior. We have sold quite a few of these sporty pieces and hope to continue catering for men for many more years to come.
Who is Savelli’s ideal customer?
All our products are extremely niche; this is reflected in our price bracket. To remain exclusive, our smartphones need to be instantly recognisable therefore we will not be changing the dimensions of the product. Our ideal customer will recognise the exclusive luxury a Savelli smartphone can bring. It is designed to elevate one’s status and allows users to fully personalise the exterior with engravings, change of gems, skins and colours. Our customer will be someone who enjoys every facet of luxury, has a keen sense of personal awareness and is an international jet-setter. It is someone who can speak several languages, is comfortable in an array of environments and unafraid to let their personality shine.
What features would a woman be keen to use on a Savelli smartphone?
The best feature for women on a Savelli smartphone is the mirror icon. Ladies have a habit of checking their make-up and we at Savelli recognise the need for women to look their best at all times and as a result incorporated a mirror feature into the phone. Also an upcoming feature is the ‘Jardin Secret’ which is work in progress, so I am not able to reveal much about it until nearer to its unveiling which is sometime in the future.
What makes your product different from other smartphones?
Our Google-based android smartphones are designed from scratch to allow users to download required apps online. However we have created our own ringtones, graphics, software and hardware as well as sourcing the materials, gems and skins from certified suppliers to create a hand-assembled communication device. The screen of the phone is made from sapphire crystal, so it is completely un-scratchable but the icing on the cake is that each smartphone is delivered in a round wooden lacquered black box that is accompanied by ceramic earphones. All of these points combined make Savelli a unique purchase that is tailored for elite personalities keen on the utmost luxury.
Can you tell us about the ringtones featured in the smartphone?
Our ringtones are created by a French DJ and music artist, Stephane Pompougnac, who has played in some of the coolest Parisian clubs before he became resident DJ at Hotel Costes. He created all the unique ringtones, sounds and alerts in the Savelli smartphone.
You use an array of materials to manufacture the phones; can you tell us where your skins and gems are sourced from?
All our international skins are sourced according to CITES standards and procedures. CITES (the Convention on International Trade in Endangered Species of Wild Fauna and Flora) is an international agreement between governments. Its aim is to ensure that international trade in specimens of wild animals and plants does not threaten their survival. The majority of our skins come from French and Italian suppliers who work alongside CITES. Our gems come from Italian and Swiss suppliers who work within the jewellery industry and who have the know-how of gem-setting and cutting techniques.
Where would you like to see the brand in 5 years?
Well, 5 years ago our brand barely existed, but today we are working alongside Mohammed Rasool Al Khoory to establish the brand and raise awareness in Abu Dhabi. In the future we would like to expand into the Middle East, gaining a steady international client list and becoming a well-known brand that is instantly recognisable.
