LUCA BUCCELLATI

Buccellati’s special sales and VIP client director shares its experiences with changing company ownership, from the partial acquisition by Chinese company Gansu Gangtai in 2017 to the current Richemont reign, as well as the personal dynamics of a family business

In 2017, Buccellati was bought by the Chinese firm Gansu Gangtai. What happened there? The Gangtai group bought only a part of the company. In the first year, they helped open up a lot of stores in China. But it was difficult to deal with them: the distance was a problem because they [would] never come to Italy; we would fly to Shanghai every month. It was a short period, only two years in the company’s 100year [history]. But thanks to them, we [gained a lot of] experience and they helped us.

How has your role changed since Richemont has taken over?

The Richemont group trusted the [Buccellati] family a lot. So [there were] big changes in investment and they gave us the opportunity to open a new [educational] academy for people to come to the company in order to make the jewellery. So we have the Buccellati Academy now, where we are recruiting people. They gave us the opportunity to grow in a systematic way and in the right way. They know luxury very well.

What is the family’s relationship with Richemont like?

It was a matter of not only [Richemont’s] putting in money, but also trusting the brand. And they were right, because this year, we made 34 per cent more revenue than last year.

What is dinner like around the Buccellati family table?

We talk about football or something easy, never business. When we close the door of the office, [business talk] is finished. Family business is always difficult. So, we decided that we would talk about business [only] when we are in the office. Outside the office, I play golf with Andrea [his paternal cousin and Buccellati honorary chairman and creative director] sometimes and we never even mention the company. No way. If you bring work home, big mistake.

What are the pros and cons of being in a family business? What I like about the family business is seeing my name written there. Even after 30 years, when I see my name there, I think “Wow”. What I don’t like about it is that when I was growing up in a family [business] with my father, it was very tough at the beginning. Looking back, I’m happy because I’m a soldier.

What is the secret to success? I always try to be myself. Be simple, be humble. Talk to people, because everyone is at the same level. There are 350 people in my company, and I know all of them. We go for lunch together, dinner, we stay together. I try to spend time with them.

Did you have any alternate career choices before you got into the family business?

I love music. When I was 16, my father bought me a gift: a small drum. So the first [career choice I had] was, I wanted to be a drummer. I didn’t achieve that. Second [option], I wanted to be a painter. I didn’t achieve that. The third one was to become who I am today. But I still play in a band every Thursday night.

Who do you go to for advice whenever you face a problem at work?

I go to church and pray—and I find the answers sometimes.