A Gold Journey Through Italy

Rue des Mille is an all-Italian story that tells of a ‘family dream’ that became true, thanks to the resourcefulness of Giacomo, Federica and Tommaso Pieroni. In 1985, New Gold, a wholesale gold, jewelry and silverware company founded by Roberto, his wife, Antonella, and brother-in-law, Federico opened at number 99, via dei Mille in La Spezia. The Pieroni siblings have now chosen the name of that street where everything began to celebrate the launch of their first 18-karat gold collection. Via dei Mille – Magico Sogno Italiano (Magic Italian Dream) tells the history of Italy and reinterprets the most folkloristic symbols in a clean and minimal style. A lively and amusing idea, as is the concept and story in the advertising campaign. The young Tuscan company, in collaboration withWhitewall Studio, has made jewelry the leading character of an unusual and poetic story that describes the picturesque Italian panorama through illustrations by Chiara Bartoletta. And so, while a gold charm representing Lady Luck becomes the subject of one of the paintings in the Uffizi Gallery in Florence, a small sun-shaped pendant shines onto the Tower of Pisa and the moon, again in yellow gold, illuminates a romantic night-time gondola ride. An interesting journey to discover the beauties of our peninsula accompanied by a symbolic lucky charm to be worn at any occasion. And, at the end of the summer, when tans begin to fade and we are all ready to go back to our routines, Federica Pieroni gives us something else to look forward to: «A whole series of new entries in September: an evolution both in terms of story and product. Always with an eye on our Italy, of course».