MILAN — Giorgio Armani has struck a gold vein, literally: The designer is launching a fine jewelry collection that will be presented in Paris during his debut couture collection on Jan. 24.
Armani Gioielli Privè is part of a larger strategy for which Armani wants to extend the Armani Privè project, which already includes a quartet of fragrances bottled in dark African wood, a chichi nightclub, the couture collection and now the jewels. For trademark purposes, the designer’s made-to-order pieces are now called Armani Privè, not Giorgio Armani Atelier as previously labeled.
“The Privè project is Armani’s personal aspiration, and it is aimed at developing the brand’s luxury tip of the pyramid,” said a company spokesman.
The 40-piece jewelry collection will initially be available in the designer’s 59 signature boutiques around the world. The price list is still being hammered out.
WWD previewed the jewels last week when they were on display at the designer’s Milan store for a restricted group of clients invited to sample the new fragrance.
Armani’s penchant for pure volumes and quiet luxury has trickled down to the jewelry collection, which spotlights burnished gold and black diamonds. A sinuous rigid choker ends with a cushion-cut white topaz drop sprinkled with black diamonds; a multistrand choker of pink South Seas pearl is adorned with a macro drop jade pendant and showered with black diamonds, and wire earrings bear gray pearls and jade.