MILAN — It takes boldness and determination to start a new venture and Lalla and Davide Busatti have that in spades.
While the siblings are a third generation of a family of jewelers, two years ago they decided to launch their own brand, Busatti 1947. The fact that they chose a date that refers to their grandfather Antonio’s founding of the family business reflects that, while they decided to embark on a new path, they acknowledge their early experiences are what shaped their character, drive and passion.
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“Our grandfather, who started the business trading pearls, and our father Luigi had an adventurous spirit; they were always traveling and they passed this on to us,” said Davide Busatti, in a joint interview with his sister at their spacious central Milan showroom and office, which they designed to feel like a home.
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Surrounded by tokens of their family trips, including two beautiful antique Chinese vases at the entrance, they explain that the decision to go their own way was instinctive. “Starting our own project was in our genes — after all our father and grandfather were equally independent,” said Lalla Busatti.
Davide Busatti learned the ropes and to recognize the value of gems from his father, following him across the world in his negotiations from Japan and India to Indonesia and Thailand, and he explained he continues “to seek very unconventional and distinctive stones, one-of-a-kind, with particular cuts, for a touch of eccentricity,” and that his sister’s creativity will turn into unique jewels. They are made in one of Italy’s main jewelry districts, Valenza.
The Busattis allow the gems and the design of the jewels to influence one another, determining the style, which balances tradition and innovation, technology and artisanship. “Each piece is imagined to be worn daily, not only on special occasions. They are made to complete a woman’s look,” underscored Lalla Busatti.
Examples include the Tokyo necklace, which will be presented at the Couture show in Las Vegas and which is framed by titanium rectangles, with three carats of illusion pie-cut diamonds of the highest quality. Reflecting their extensive trips around the world, each jewel sports the name of a city.
The Marseille cuff in carbon fiber and black gold shimmers with 11-carat hexagon cut diamonds, while the Tangeri necklace stands out with its dark gray matte B carbon, white diamonds and white gold. The Athens necklace features 94.62-carat hexagon-cut tanzanites, milky quartz and diamonds.
The U.S. and the Middle East are solid markets for Busatti 1947 and Lalla Busatti remarked on the strong curiosity of “the American customer, and wants to know about new technologies and materials.” The brand is also present in Asia, in particular Hong Kong, and in Europe.
“We see that the most exclusive pieces, high-jewelry items are the ones that sell better,” said Davide Busatti. They both stressed they are targeting women who are not seeking a brand name, but are rather looking for jewels that are different from what is on the market. “The brand is more niche and sartorial, and our customers ask us about the construction and the story behind the objects.”
Accordingly, although they work with some specialty stores, the Busattis believe in the selling ceremony out of their atelier, “for a more intimate experience, as we can tell our story,” the designer said.