Better Silver: Between Market Changes, High Tech, and Design

Better Silver is a long-standing player in the industry. Can you briefly tell us about the company?

«Better Silver was founded in 1977 and is a strongly family-run business. Today, I hold the role of CEO, supported by my brother Andrea, who oversees production, and my sister Anna, who handles marketing and product development. Our father, Romano, is still chairman of the Board of Directors and represents an important point of continuity for the company's values and vision.»

From your perspective, what are the main hot topics in the market today?

«There are three issues we are closely monitoring. The first concerns the price of raw materials and the resulting changes in market dynamics, product dynamics, and the approach to materials. The second is linked to technology and innovation applied to industrial processes. The third concerns the development of designer products, increasingly oriented towards flexible and customized solutions for customers.»

Let's start with the topic of raw materials: how is the market changing?

«The market is undergoing a major shift due to fluctuations in raw material prices. This is profoundly altering the way products are conceived. Today, there's much more focus on fashion: if a product is high-quality, has a strong design, and is consistent with the market, it can be sold more easily, even in a complex environment.»

What effects are you seeing on the choice of materials?

«We have historically been active in silver production, and we're seeing many customers shifting from gold to silver, often using heavy gold plating. Silver remains a more accessible solution, despite everything. At the same time, those who were heavily focused on silver are now also looking at alternative metals like bronze and brass, which allow them to develop objects with a very interesting look and feel, despite not having any precious metals within them. This has made our customer base more diverse and allowed us to connect with companies that were previously off our radar.»

How has Better Silver responded to these changes?

«We've responded by investing in the development of new products. Starting in Las Vegas and then at Vicenzaoro in September and January, we will present very thin, lightweight product lines with a particularly attractive price point. This is a concrete response to new market needs. We are particularly focusing on tennis, for which we have developed highly versatile technologies. We have created lines with alternative, machine-made shapes that are particularly lightweight and accessible. It is a product that combines design, technology, and competitive pricing.»

Let's move on to the second major theme: technology and innovation.

«For us, innovation is not a recent issue, but a true common thread of the last ten years. The introduction of tools such as predictive analytics, Industry 4.0 logic, and process optimization into the factory is now starting to yield the first positive results, because we have built a solid foundation over the years. We are investing heavily in artificial intelligence applied to manufacturing, but also in administration, marketing, and smart manufacturing. These are investments that require vision and consistency, but which are now starting to deliver value.»

The third theme is the development of designer products. How do you interpret it?

«Working with major players has taught us that product development means, above all, shaping solutions. We consider ourselves artisans when it comes to finding solutions and industrialists when it comes to going to the factory and producing large numbers. This balance is one of our strengths.»