Lenti 1963, See You in Vicenza

To longtime Vicenzaoro regulars, Lenti 1963’s story will seem familiar because this historic Valenza brand has been on the “market” for several decades. However, its significant recent change of pace deserves a brief flashback. The first to believe in a dream were Pietro Lenti and Osvaldo Villasco in 1963, partners in the successful entrepreneurial adventure of Lenti&Villasco, a longstanding permanent presence at Vicenza. More than 60 years later, it is Pietro's children, Danilo and Giuliana Lenti, together with grandson Federico Bellini, who are continuing that same dream day after day, carrying on the family business with the same spirit of enterprise and desire to amaze, and a rebranding that speaks volumes: Lenti 1963. Lending his face to Casa Lenti’s new chapter is Federico himself, now head of communications and marketing. It is he who proudly likes to describe the lengthy creation process of pieces that can even take months to produce, such as the Anniversary Necklace, which appeared two years ago on the Red Carpet at the Venice Film Festival. «Anniversary celebrates our “first” 60 years in business: 1,150 round diamonds of 60 points each caressing the neckline with three interchangeable rows, which can also be worn separately or matched to suit the occasion. Our advantage is that every single step is carried out in-house: here we do the design, shape the material, set and finish everything with the guarantee of a state-of-the-art finished product. It all starts with selecting the best stones on the market, the responsibility of Danilo, who is also involved in supplier relations, business management and taking care of the entire production chain centered on a team of about fifty skilled goldsmith masters. Next comes Giuliana’s touch. As the creative director, she deals on a daily basis with Cad designers who are able to transform any kind of project into substance quickly and surely, whether it is an entirely new one-off piece, a 100% customized collection or a private or unbranded label, starting from the customers' requirements. That’s when I come in by taking care of customer relations, marketing and communication, thus completing the “family picture.” Adding further depth to this family business mood are the Valenza headquarters, recently expanded to occupy about 3,000 square meters including a showroom and a restaurant for our guests for an all-round welcome that allows us to truly empathize with the customer. Another unexpected highlight is the Moto Guzzi Museum with an integrated exhibition in the same historic building. Our range of action goes from the most classic to the most contemporary brands, Italian and otherwise, giving rise to experiences that increasingly enrich our creative know-how by projecting us into an absolutely international dimension. My cultural background includes studies in marketing and psychology and I like to think that, in our profession, emotional intelligence has more weight than verbal intelligence, and that the product speaks for us. In the end, a piece of jewelry expresses a wish and what we like to do is to make that wish come true, last forever and be even more beautiful than dreams can imagine.»