MAKE IT SOCIAL
Can you tell us about the first collection you designed for the brand?
Blossom was my first collection and it was very exciting for me because it was a new collection that targeted a younger demographic for us; the 25- to 35-year-olds. We didn’t really have that customer base at the time because we were a niche market with very high-end pieces. We were missing a collection that could speak to a new client who wants to step [into the world of Buccellati] but maybe doesn’t want to immediately spend that amount. So, we created this silver collection that was a little bit trendier and more fashionable; that you could wear with many different things. And it’s funny because not only did we start getting in a younger crowd, but our existing clients were also so excited about the collection. I was not expecting that and it gives me a lot of happiness to see how successful it has been in the last 20 years or so.
Was there anything that you felt like you needed to do once you started designing for the brand?
Well, Blossom, as I’ve already mentioned, was definitely a big step. Then, I thought: We are a jewellery brand but we do not have a collection of engagement rings. And since we introduced the Romanza collection, it’s been fantastic. I design it alongside my father, who’s Co-creative Director, and it has really brought new customers in. I feel Buccellati is a brand that, once you buy one piece, you fall so much in love with the workmanship and uniqueness of it, you become very attached to the brand.
Lucrezia Buccellati Wildenstein, Co-creative Director and fourth generation Buccellati, is bringing a breath of fresh air to the storied Italian jewellery brand—not least through social media. By Charmaine Ho
You’re also very involved with the social media platforms of the brand.
A lot of the younger generation were saying that they didn’t know if they could wear Buccellati because their style is more modern. And I was like, no, no, no, you can wear it in a modern way, it’s about how you style it. So, one of the latest projects that I’ve been working on with our communications team is creating [visuals for] this type of lifestyle and showing how Buccellati fits in your daily life. We have to remember that the world is changing so fast; we have to adapt to these new changes. Years ago, it was Facebook, then Instagram came and changed everything. Now, it’s TikTok. It’s funny because they’re just social media platforms but they influence so much how you sell a piece, how people wear the designs… It’s very interesting.