The unmistakable jewels (of Picchiotti)

Giuseppe Picchiotti is known all over the world for his amazing craftsmanship. He started out by going against the family tradition of being a physician. Although truth must be told: his family did fully endorse his dreams.

He describes himself as a rather active and curious child, wanting to learn everything, especially about fine arts. He was enormously influenced by living in Valenza, a small town of 25.000 inhabitants, in the hills of Piemonte, where jewelry making was a way of life. He studied at the Instituto Professionale Orafo in Valenza, obtaining his formal education and after that he started his own atelier. Giuseppe Picchiotti is known today for his deep understanding of jewelry, his commitment to excellence and sound business ethics. Giuseppe had a dream: ‘’to one day surround myself with my children to help me manage what is now considered Italy’s most preeminent fine jewelry company’’ His dream came true.

How did you discover your talent. Who were your mentors?

When I was a boy in Valenza there were several ateliers where all the fine masters were practicing their arts. I was fortunate enough to train with some of the greatest masters who were able to pass their knowledge and art to me and I always remember their teachings when creating a piece of jewelry. I hope that, the young talents that I employ in my atelier will look back to my teaching and always apply it to their finest creations.

What was your first success?

The iconic Rose Brooch, a masterpiece that features 400 brilliant-cut pavé-set diamonds to create a rich head where each of the seven petals is composed separately, and then assembled with the mastery put into every Picchiotti piece. The sinuous stem is set with especially re-cut baguette diamonds and completes this work of art. The success of the Rose Brooch has prompted a full collection of rose-inspired pieces that have become synonymous with Picchiotti. Like the diamond and colored gemstone rings, earrings, and several important necklaces such as the Tower Rose with two rows of round diamonds and an asymmetrical cascade of Burmese oval rubies towered by a fabulous diamond rose. These are just a few samples of this versatile, floral-inspired collection.

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How does creativity and inspiration work for you?

Creativity is intrinsic, something that naturally comes to me. However, I must say that having traveled extensively all my life has been a great source of inspiration thanks to the many beautiful things I have seen and places I have visited.

What brands, artist and/or designer do you personally like? 

I am a great admirer of the French masters, first and foremost Cartier. I admire Tiffany both for their creations and for the incredible business they have developed all over the world. Being Italian, I love Bulgari with their fine, sophisticated and original designs.

Which are the markets that you now work most with? 

The USA and Japan, as well as some countries of Europe (Germany, The Netherlands, Switzerland and the UK) have always been the most important markets for Picchiotti. Also Russia and and Central Asian countries such as Kazakhstan, Azerbaijan, etc. have become quite important over the years, as well as Southeast Asia and China. We also have a couple of very loyal clients in the Arab market.

Picchiotti is a family business today, who works with you?

Seven of my family members including my wife Matilde and our three children. Maria Carola organizes trade fairs and marketing. Filippo, spent 6 months in Tel Aviv and travels with me to negotiate directly with stone dealers. Umberto’s skills at the bench are are only second to mine. He, too, travels extensively to purchase stones •

Interview Esther Ligthart