Paola Grande Gioielli: From mother to daughter

An atelier and creative workshop in its fourth generation, where jewelry represents culture, tradition and original creation.  

by Livia Tenuta

It is the world of Paola Grande Gioielli in which two creative souls, that of Paola Grande and daughter Giulia Di Pace, are the absolute protagonists. Introducing the brand and sharing its story and values is Giulia Di Pace, designer and art director of the brand.

When did the story of Paola Grande Gioielli start and what have been key moments of growth and change?

Paola Grande Gioielli is not only a brand, but a project born from the need to combine two worlds and two generations; that of a mother and a daughter. Paola Grande, daughter of the Neapolitan jewelers, began her  career in the early '90s with the brand Habuhiah, creating unique jewelry original for its design and processing, combining materials, stones and colors.

Since 2012, I, a fashion designer with experience in Milan and Paris, have been the one supporting my mother with new collections that carry a contemporary and cosmopolitan verve.  Together we decided to embark on a new path by starting a project creating a brand that bears my mother's name and one which  is a unique and complex universe, in which a jewel becomes a contemporary object, but at the same time preserves the ancient perfection of Neapolitan craft techniques.

What has been handed down from the first generation to today?

The cult of beauty, refined techniques, attention to detail and professional relationships.  Aspects that we continue to comply with, however which today are accompanied by a constant study of marketing strategies and communication.  Bringing together two generations was very important for this; together we try to analyze a company that, over the years, has had a lot of different input yet still meets the same demands today.

Today it is not enough to offer a beautiful and well made product, it is important to share its story, enhance its energy and give it an identity.  The consumer is increasingly becoming more informed and demanding, and wants to buy an item which also has a symbolic and emotional value, especially the consumer to whom we refer, sensitive to a certain kind of aesthetic and able to appreciate a sophisticated object.

What communication strategies have you used?

We have always adopted communication strategies that have as their aim customer satisfaction in all its facets, including through customization and "tailor-made."  A satisfied customer is our best advertisement and the best means of communication.

Today, as in the past, we seek to engage the customer through events, presentations or cocktails and we continuously communicate our world through editorial or social networks, striving to turn it into a dream.

What's in store for the future of Paola Grande Gioielli?

Future projects are many and ambitious. One of them is to open a distribution channel specifically targeted in Italy and abroad.

What is a jewel in your view?

It is an object that represents and describes the personality of the wearer. A piece of jewelry can take on different meanings and symbolic values. For us a jewel is a sculpture, art and beauty. It is the link between things past and present, it is a gift and souvenir.

A jewel has a soul, and is what timelessly enhances the beauty of a face or a hand, immediately transmitting its personality.