Great success for the first stage of the tour that will celebrate 90 years of the Damiani story in 2014, which started on 20 November. The company was founded in 1924 by Enrico Grassi Damiani, grandfather of the current owners and, today, Damiani is the only international jeweler still run by the founder’s heirs.
For the occasion, the 10 pieces created exclusively to represent each decade of the company’s history were previewed; just 9 numbered examples of each piece will be reproduced around the world. Damiani’s VIP customers arrived specially from all over the world to preview these splendid creations and the exclusive masterpieces valued at several million Euros, including a 30-carat diamond worth Euro 7.5 million admired by all the guests.
The event was also the opportunity to re-open the completely renovated boutique in Rome.
The new boutique, of an imposing 400 square metres on three floors, is in the most exclusive part of Via Condotti. Sophia Loren was the ambassador of the prestigious event that began in the morning with the Press conference and concluded in the evening with a cocktail party for selected guests followed by an exclusive dinner in a private palace that houses a collection of prestigious and rare priceless paintings.
In addition to important customers, the guests included the Japanese ambassador, the Mongolian first lady, Maria Scicolone, Sophia Loren’s sister, local businesspeople and politicians, among which Silvio Berlusconi, and from cinema and television, the director Carlo Vanzina and the producer Marina Cicogna, the journalists Maria Concetta Mattei, Federica De Sanctis and Silvana Giacobini, Enrica Bonaccorti, Ana Caterina Morariu, Valentina Corti, Eliana Miglio, Valeria Marini and many others.