THE ART OF JEWELERS AND ACCESS TO THE SECRETS OF THESE MASTERS BECAME ANNA MARIA CAMILLA Rather FATE THAN A CONSCIOUS CHOICE. THE GIRL WAS DONE IN PAINTING AND SCULPTURE IN THE 1960s AND ONCE, MEETING LOVE, Soon became part of the BIGGEST FAMILY of RENAI JEWELERS FROM FLORENCE. ENDLESS STRENGTH FOR CREATION AND PASSION FOR WORKING WITH GOLD LEADED TO THAT ANNA MARIA PRESENTED HIS FIRST JEWELRY COLLECTION IN THE LATE 1970s.
In 1982, the brand Annamaria Cammilli Gioielli was born. We met in Dubai with the daughter of Anna Maria, Rafaela Renai, who today runs a family business and is pleased to talk about new trends and collections of Annamaria Cammilli.
Rafaella, please tell me what is being created today under the roof of the Annamaria Cammilli Gioielli jewelry house, famous for its striking ornaments in the form of flowers and plants?
Today we continue to produce unique jewelry collections, the design directions for which were invented by my mother Anna Maria. We like to create flowers from gold and precious stones, because it is surprisingly feminine and elegant. After all, women have always liked to decorate themselves with real flowers, whether it’s wedding wreaths or hair clips. I believe that we are very lucky - both my mother, and me, and our entire creative team - to live and work in a city in which everything breathes art. This is Florence! Today I represent the fifth generation of our family in business. However, mom has still not retired. She takes care of creating true masterpieces, sometimes performed in just one copy, but I am engaged in the entire collection as a whole. This is the future, in my opinion.
How big is the "bouquet" of flowers that have been embodied in the jewelry creations of Annamaria Cammilli Gioielli?
I think that this bouquet has more than a thousand items. We created jewelry in the form of daisies and forget-me-nots, lilies and sunflowers, roses and orchids. You won’t remember everything at once. I try to work together and next to my mother, so as not to lose our experience, forms and even such subtleties as a diamond drop of dew on a petal ...
Have flowers and plants still not explored and not used by you in collections on our planet?
When I find them, I will definitely inform you (laughs).
How do you manage to do something that matches the tastes of different generations of customers?
It seems to me the whole point here is the family approach and the continuity of traditions. I have my own vision, my mother's own, but together we, also attracting our designers, are able to produce unique things that people of all ages like. We do not try to immediately introduce any new styles, we continue what was started once upon a time. And the spirit of Florence does not let us forget about its roots and traditions. Of course, modern fashion has its own laws, and it dictates them very distinctly. But our collections do not expire.
Please tell me, do you often find fakes of your jewelry in different countries of the world?
They come across, but I'm sure that if we are copied, then our collections are good. Of course, this is not pleasing, but we can not grab the hand of not very honest jewelers. I personally am more pleased to think that our jewelry has such a recognizable and unique style that we should continue to follow it and delight our fans with more and more new creations.
And yet, when the topic of flora runs out, what will you do?
We are already engaged. We were interested in the wealth of the underwater world, and our new collection will be dedicated to it and will be called "Ocean". In it you can find jewelry images of jellyfish, fish, seahorses and stars and much more. The ocean is the whole universe and an inexhaustible source of inspiration. However, I want to emphasize that the main objective of the Annamaria Cammilli Gioielli House is to offer its customers the highest quality products. We are the custodians and successors of the traditions of jewelry craftsmanship, which allows us to transform any idea into real jewelry. The new materials, technologies and techniques for processing products that we use make each new collection even more unique, innovative and valuable.
Speaking of prices. What do you offer to those customers who cannot afford expensive and exclusive jewelry?
We sell jewelry in which there are no very expensive gems; rather, they can be called sculptural or artistic works. Therefore, we try to prevent sharp fluctuations in the prices of our products. It helps a lot. Now you present your collections in the Middle East in Levant boutiques, how do you like this partnership? I really like it so far. It seems to me that this company feels the spirit of our brand well and will be able to effectively sell our jewelry.
Thanks for the conversation, Raffaella. We wish you a further increase in the number of fans of the Annamaria Cammilli Gioielli brand.
