How is a jewel born?

Like all beautiful things, a jewel is born from an idea, from an inspiration. Almost nothing is born from scratch, my Latin teacher used to say: geniuses do not create anything new, they are just better than others at reworking! This is to say that it is difficult to create something absolutely new while it is easier to create a new set of parts already seen.

And how does it all begin?

It all starts when something strikes you: a chain that's thin enough, an elongated link, an interesting shape. These are things that stick in your head, like when you see an item of clothing and think "I want that!": you'll continue to think about it in the days that follow and your eyes will search for a shop window that displays it.

Ok, we have the inspiration, what next?

Immediately after inspiration comes a less fascinating phase: you have to establish the cost of the materials, the workmanship and understand if it is worth it. Going back to the comparison of the item of clothing: you have to find the shop that suits your finances and make sure it sells exactly what you are looking for. In the case of Giuzi, who does not buy but directly produces the jewelry, you have to deal with your own abilities: are we capable of producing that piece, of making that very shirt? And if we don't know how to do it... How long does it take us to learn?

What if there is too much time and the result doesn't come?

You go looking for a trusted supplier, it's not difficult when you live in the "city of gold"! Arezzo is a city populated by excellent artisans who have made the history of goldsmithing, it's difficult not to be satisfied.

Then it's done! We're done!

Well, no. We have to assemble everything and see if it works. We have to talk to the welding department to see if the work is going smoothly. We also have to do some stress tests: wear the new piece of jewelry for a few weeks and see how it reacts to everyday life. This is often a task assigned to Ilaria. But for the sake of intellectual honesty, let's say that Marco, during the lockdown, wore a rose gold amulet bracelet day and night to test its electroplating. If you don't know what electroplating is, you can do a refresher here .

And when everything works…

When everything works, it's time to shoot! And here's where our legendary photographers come into play (Andrea, are you reading this? Free compliments are pouring in), the ones who scold us if our social feed isn't flawless and if the lights aren't balanced. When the shot is ready, we're at the starting blocks. Three, two, one... It's online!