Jewellery brand FerriFirenze boosts Middle East presence, plans new monobrand stores

FerriFirenze, a “proudly Florentine” jewellery brand, continues to strengthen its position in its main markets, primarily the Middle East, and is preparing to open more monobrand stores, after the one on Ponte Vecchio in the Tuscan capital.

Jewellery brand FerriFirenze boosts Middle East presence, plans new monobrand stores

FerriFirenze, a “proudly Florentine” jewellery brand, continues to strengthen its position in its main markets, primarily the Middle East, and is preparing to open more monobrand stores, after the one on Ponte Vecchio in the Tuscan capital.

FerriFirenze’s jewellery is made chiefly in 18-carat gold and diamonds, the pieces retailing at prices ranging from €3,000 to €35,000. Unusually for the jewellery sector, FerriFirenze launches new collections every three months. Its signature lines include Vito, characterised by delicate shapes and sinuous curves; Bubbles, featuring soft spheres evoking lightness and harmony; and Spettinato (‘tousled’ in Italian), an ode to the art of imperfection that becomes elegance, made with white, yellow and rose gold petals interlaced with diamonds and other stones.

FerriFirenze is currently present in over 20 countries, through partnerships, activations and pop-up stores in cities like London, Seoul, Singapore, Kuala Lumpur and Hong Kong. “We organise many events for our consumers, we’ve recently held two in Riyadh and Abu Dhabi, and more are planned this year in Kuwait and Dubai,” said Ferrari, who oversees the brand’s design office. “We’re working with partners to enter new markets like Lebanon, Kazakhstan and Iraq. Next year, we’ll focus on understanding the best way to approach two very important countries like the USA and China, still virgin territories for us,” she added.