More democratic pieces
NOMINATION ITALY: FIRST STORE OPENS IN SA
Adriaan Roets
Are you sure you’re protected against the sun’s rays? Well, with these products you won’t be burnt to a crisp.
The first brand to introduce metals other than gold and silver into classic jewellery.
Creating Lego mini figures can be fun, but if you’re an adult Nomination is the ultimate wonderland for custom creations. Known for its composable bracelets, the first Nomination Italy store opened in South Africa this month.
What makes a store experience important is simple: there’s nothing quite like touching items. Previously you could have shipped items to SA, sure, but on the more practical side now you can have the full experience which allows you to fit ring-sizes for instance and see how you feel about the weight of some items around your neck or wrist.
Last week when the store opened the son of Paolo Gensini, the founder of the brand, Alessandro Gensini, also visited. He’s already happy with sales.
“When you go into a Nomination store it’s like an experience. You don’t go to the store just to buy something,” he said.
Because charm bracelets are so historic and customisable – being able to touch them is one of the reasons Nomination has become a unique brand in the jewellery industry.
“When you go into a store you have the opportunity to identify your story or your message,” he added.
The cornerstone of the South African experience is the international One for Me, One For You campaign that’s all about sharing.
The Composable Collection includes over 2 000 links. The base, in stainless steel, is decorated with 18 carat gold, 9 carat rose gold or sterling silver. The themes of each link are interpreted by the person wearing them, whether they are symbols, the initials of a name, bright semi-precious stones, colourful enamels or sparkling cubic zirconia and natural diamonds.
“One for me, one for you” promotes an attitude of generosity while the modular nature of composable promotes interaction and sharing: Your bracelet is enriched by the events in your life. “There’s also a range for different budgets so everyone can find their own bracelet. It’s not like a jewellery store, really more about connecting people,” Gensini added.
The store is in Fourways Mall.