His favorite color is blue, and his favorite season is winter. On the eve of the winter season, he flew to hot Dubai to present here a collection with a talking name - Anniversary Collection, dedicated to the 90th anniversary of the ANTONINI House.
Jeweler, architect, head of a family-owned jewelry company, Sergio Antonini is in love with blue stones. He also knows exactly why his collections bear geographical names, such as Antarctica and Alaska, and why you should not buy watches from jewelers.
A tall young man in a three-piece suit, with salt and pepper hair and a snow-white smile in a Dubai boutique, Azal tells me the story of ANTONINI jewelry company. "The history of our House began at the beginning of the last century. In 1919, a small Milanese company only sold precious stones. Then we decided to start making jewelry," says Sergio Antonini. facets, it's an old French cut. "
Only seventy years after its founding, in the early 1990s, ANTONINI stores began to appear in the Americas, Europe, Asia. Recently, the first store was opened in Japan, and in the Middle East, ANTONINI brand jewelry is presented in the most luxurious multi-brand boutiques. Sergio Antonini is an architect by education, so I note the pronounced graphic and clear structure of forms in each of the decorations of the anniversary collection. I am also interested in whether Sergio is involved in the design of branded boutiques.
Sergio is direct and honest in his answer: “I believe that everyone should do their own thing. For example, I decided to buy a watch. And I will go after them exclusively to the watch company, and not to the jewelry company, which does everything plus it’s also a watch. I don’t want to offend anyone, but ... I think in our time doing two things equally well is very difficult. I, although an architect, have been inventing jewelry for a long time and intend to do just that. To each his own. "
We return to the discussion of collections whose names are entirely geographical: Biarritz, Barcellona, Panama, Malibu. This is due to the personal experience of the president of ANTONINI. For example, Sergio has been resting in France for many years - here is the Biarritz collection with opal, moonstone, white diamonds in white and pink gold. Or the Barcellona collection with asymmetric jewelry in white and yellow gold and diamonds - this is in honor of the famous Spanish architect Antonio Gaudi. However, ANTONINI has the most collections with the "northern" names: Iceland, Antarctica, Alaska. He just loves winter very much, and white gold and diamonds - the main materials of these jewelry lines - are associated with the purity and brightness of snow. And also blue and blue stones, so emphasizing this crystal whiteness.
Sergio Antonini is absolutely convinced that it’s not at all necessary to buy the entire jewelry set, only one thing will be enough, but just the one that you like. You should not spend money on jewelry just to show others that you have them. You have to choose for yourself. It is important at the same time that the jewelry should be universal - for both daytime and evening outlets. “Who is concerned, how, and by what principle, do you choose your jewelry ?! This is your choice, your individual style, and if you feel so comfortable, then please, no problem!
You can combine anything you want. We have many wealthy and well-known clients: they may well wear a ring from ANTONINI, a bag from Chanel, but at the same time be in a T-shirt from Mango or Zara. It's silly to buy a white T-shirt in Chanel! This brand is famous for completely different things. Of course, buying jewelry from ANTONINI, you become the owner of expensive jewelry, but first of all you get the style, "says Sergio." And speaking of the interchangeability of jewelry, there are two things. Firstly, “transformers”: a pair of links can be unfastened from long evening earrings and they will turn into daytime “cloves”. Secondly, all my collections, despite the fact that they are different, are united by a common style and graphics.
For example, if you take a pendant from the Barsellona collection and put it on with earrings from the Milano collection, they will look organic. And it doesn’t matter that these collections were made in different years and are constantly replenished. "
Sergio, what can you wish your Russian customers on the eve of the New Year holidays? I invite everyone to the new ANTONINI brand store, which opened in Moscow in October of the outgoing year. And I will be glad if our Russian customers in any country in the world pick something for themselves in the ANTONINI collections. Thanks for the conversation, Sergio.
Until we meet again.
