Verdi continues to dazzle through the years
From the heart of Valenza, the absolute capital of “creative Italian jewellery boutiques”, came the family-owned jewellery company Verdi that stood the tests of time since it opened in 1971. Forty five years after its inception, the company remains steadfast in adding pages in its history, and aims to use its unique craftsmanship in advancing against competition
The year 2016 marks a fascinating feat in the history of Verdi as it celebrates its 45th year in the business of fine jewellery making. Distinguished for its incredible technical skill, extremely elegant quality and special attention to the smallest creative details, this family-owned enterprise flaunts the tradition and continuity that have recounted the tale of Italian style the world over.
The company’s founder, Giuseppe Verdi, skilfully blended style, emotion, elegance and refinement to create astounding fine jewellery collections without ever being repetitive and always emphasizing innovation in the development of gemstone research, as well as cutting and setting technologies through a mixture of new technologies and talented artisan excellence.
Since its establishment, Verdi has been renowned for the creation of numerous collections imbued with highly sophisticated style brought about the creation of finely crafted flexible bracelets which immediately became a stylistic icon of the company, receiving popular acclaim and great reviews from the most important markets throughout the world – going beyond the expectations of even the most exigent and selected customers throughout the world.
Over the years, the tradition has been carried forward by Marco Verdi, the founder’s son. Together with a fine team of expert managers and customer service representatives, every stage of product development and corporate image is managed personally including all the communications channels from strictly commercial ones to direct end customer communications.
As Verdi continues on with its legacy, the company began the year 2016 with the introduction of extraordinary Collections, which more than ever confirm themselves as the clear choice of a unique, distinct and contemporary woman, and with the restyling of the company’s logo and the communication format, which will bring many innovations during the 2016 year, reflecting a new pathway for positioning on the world markets.
To give light to the developments at Verdi as it faces the improvements to its image and modernity as well as to the changes of the luxury landscape, “Day & Night” magazine spoke exclusively to its Chief Executive Officer, Marco Verdi, during his attendance at the successful Doha Jewellery & Watches Exhibition 2016.
How do you plan to celebrate the milestones of Verdi on your 45th anniversary this year?
We are not having parties or special gala dinners, since for us this anniversary is, to use a sport metaphor, more a starting point than a finishing line. The best way to celebrate is to continue to work hard so as to achieve our goals once again.
Looking back, what were the challenges you faced on taking over the company from your father?
Years ago there was much less competition than now, and to fulfil our target it was enough to participate to trade shows. But today we need to be more focused on personal relations with our clients: to do this, it was essential for Verdi to invest more on promoting the brand, and not only the jewellery. We need to offer to our valued customers a complete experience, not only selling jewels like we used to do in the past.
What was the most valuable lesson you learned from your father as the founder of Verdi?
It would be the lesson on upholding “Quality”. We can have the best marketing, the nicest people, the most beautiful designs, but without quality we don’t go anywhere. We sell luxury, and quality must always come first.
What goals would you like to see fulfilled this year?
The situation around the world is very complicated, economically and politically speaking: what we hope to achieve in 2016 is to keep our position in the “traditional” market and to look for new areas to replace the ones that suffer the most.
What results do you expect from your participation at the Doha Jewellery & Watches Exhibition 2016?
I know that the old location, where we have been in the last two editions, had many issues: this new one looks much more appealing and easily attainable, so my expectations are to see much more people. Then, it will be our job to tempt them with our jewels!
Why do you think Verdi should be the brand of choice for the Middle Eastern women?
Apart for the big brands that everybody knows, and that will always be one of their main choices, we would like to be a landmark for all those women who wants something different, some real Italian designs, with the possibility to have tailored and exclusive jewels created on purpose for them.
Despite the political and economic turmoil, how confident are you in your standing in the Middle East?
Of course the oil issue can be a major problem, especially for the Saudi Arabian market, but I’m confident that desire for beautiful jewels will always be in the minds of women, and I know that Verdi has achieved a quite high position in their personal taste
How do you see the future of Verdi as well as the fine jewellery industry in general?
The moment is very tough, one of the toughest ever, and I always say that this is one of these periods where “only the strong will survive”. With our 45 years of experience, I consider ourselves strong enough not only to survive, but to continue to grow step by step.
What are the elements that set apart the Italian fine jewellery from its French and German counterparts?Creativity, craftsmanship, good taste, designs and a little bit of positive “craziness”.
What current trends shall we expect from your collections this year?
Verdi has always been synonymous of colours, and of course we will continue with this trend (including a brand new collection of jewellery with coral and turquoise), but this year we are aiming more than usual on all-white diamond jewellery, because usually in times of crisis people goes more for diamonds.
