MILAN — New York-based jewelry firm Faraone Mennella will open its first store in Italy, in Capri, on Monday.
“Capri is the place where everything started,” said Roberto Faraone Mennella. “As Neapolitans, we spent our summers on the island, where our families have their holiday houses.”
“Our heritage is well-grounded in Capri where since childhood we have been influenced by its aesthetics, with bold colors and bejeweled ladies,” added Amedeo Scognamiglio.
Located on Via Fuorlovado — which Faraone Mennella defined as “the most interesting and still authentic street of Capri” — the 860-square-foot store, designed by Faraone Mennella himself, reflects the atmosphere of both the New York and London boutiques, while respecting the architectural style typical of the island.
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The walls are decorated with a soft gray boiserie, where glass cases show the brand’s creations, while the floor is covered with beige carpeting. To add a sumptuous touch to the otherwise minimalist decor, an opulent crystal 18th-century chandelier hangs from above.
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“It took a while to find this space because Capri is very difficult in terms of real estate. There are no agencies and everything happens through word of mouth,” said Faraone Mennella, adding the store was formerly occupied by a traditional Capri boutique run by a woman who quit to try to adopt a child.
Along with the “Signature” and the “Couture” collections, the store will carry a special line called “Viva Capri,” which includes gold rings, charms, bracelets and maxi earrings, in a tribute to the Sixties, Capri’s most glorious decade. Prices range from 1,500 euros, or $1,849 at current exchange rate, for a charm, to 6,000 euros, or $7,394, for the most precious earrings.
According to the designers, the store will boost the brand’s international expansion and represents the first step of a retail strategy that will see the jewelry firm opening additional doors.
“Our next goal is to open a store in Milan in 2013, to reinforce our presence on the Italian market,” said Scognamiglio, who revealed that the brand is looking for a location in the Golden Triangle, the city’s luxury shopping district.
Brazil also represents an appealing market for the brand, even if high taxation makes it difficult to penetrate.
“We are very interested in the Brazil market because Brazilian women are exuberant and perfectly fit the aesthetics of our jewels,” Faraone Mennella said.
The designers, who are gearing up to launch an exclusive emerald collection at Bergdorf Goodman in August, with prices ranging from 100,000 euros, or $123,208, to 1.5 million euros, or $1.8 million, will fete the opening of the Capri boutique with a two-day celebration. Faraone Mennela and Scognamiglio will welcome their top clients and friends with a cocktail at the boutique on July 5, while the following night there will be a party with about 100 guests.