Italy has a way of imprinting itself on the soul, through its landscapes, its architecture, its light, and the emotions they quietly awaken. For Damiani, this emotional geography has become the foundation of Ode All’Italia, a High Jewelry collection that translates the country’s most iconic sensations into wearable works of art. Crafted by the Maison’s master goldsmiths, each piece captures a fragment of Italy’s essence, from the deep blues of the Mediterranean to the soft greens of its mountains, and the timeless grandeur of its cities of art.
In this conversation, BURO sits down with Guido Damiani, President of the Damiani Group, to explore the brand’s enduring heritage and its evolving creative vision. We speak about the meticulous craftsmanship that defines the Maison, the poetic storytelling behind Ode All’Italia, and how the collection unfolds across three macro lines, each dedicated to a defining Italian landscape. We also touch on the role of global ambassadorship, modern luxury, and how Damiani continues to honour tradition while speaking fluently to the present. More than a collection, Ode All’Italia is an invitation, to remember, to feel, and to carry a piece of Italy wherever you go.
DAMIANI IS A NAME SYNONYMOUS WITH ITALIAN EXCELLENCE. AS PRESIDENT OF THE GROUP, HOW DO YOU PERSONALLY BALANCE PRESERVING THE MAISON’S HERITAGE WHILE ENSURING IT CONTINUES TO EVOLVE CREATIVELY FOR A NEW GENERATION OF CLIENTS?
For me, balancing heritage and creative evolution is a daily commitment. Damiani is not just a brand; it is our family name, passed down through generations. This brings pride, but also responsibility, every decision we make must honor the legacy entrusted to us.
Heritage, for us, is a set of values: quality, creativity, craftsmanship, passion, family, and Italian identity. These are the guiding principles that shape every collection, every design, and every strategic choice. At the same time, we know that luxury must evolve to remain relevant to new generations.
This evolution does not mean breaking with tradition. It means observing the world closely, embracing innovation in design, materials, and processes, and creating jewels that speak to contemporary lifestyles, while remaining rooted in the techniques and artistry that have defined Damiani for over a century.
For us, heritage and innovation coexist: they inform one another, ensuring that the brand continues to grow, resonate with new clients, and carry our family values forward to the next generation.
CRAFTSMANSHIP SITS AT THE HEART OF EVERYTHING DAMIANI CREATES. IN AN ERA INCREASINGLY DRIVEN BY SPEED AND TECHNOLOGY, WHY DO YOU BELIEVE TRUE ARTISANAL SAVOIR-FAIRE STILL HOLDS SUCH EMOTIONAL AND CULTURAL VALUE TODAY?
Craftsmanship is the soul of Damiani, and its value today lies not only in technique, but in the emotions and culture it conveys. Every jewel we create carries a story, a human touch, and a connection to tradition that technology alone cannot replicate. These pieces are more than objects, they are carriers of memory, artistry, and identity.
Valenza, our hometown and the most important goldsmith district in the world, is at the center of this heritage. The Damiani family has resided here for centuries, and our founder, Enrico Damiani, was himself a master goldsmith. The town’s expertise, combined with our family’s dedication, forms the cultural and artisanal foundation of the Maison. We feel a deep responsibility to protect and support Valenza, ensuring that this unique heritage continues to thrive. Also, the town is so aware of this special bond that Valenza has dedicated a square to our father, Piazza Damiano Grassi Damiani, near our original offices, and a school to our mother, Gabriella.
This commitment also shapes the future through the Damiani Academy, where young artisans are trained in the techniques, values, and passion that define Italian high jewelry. In doing so, we not only preserve artisanal knowledge, but also transmit the cultural and emotional depth embedded in each creation to new generations.
Even as we integrate digital tools to support design or production, the essence of every jewel remains handcrafted. This blend of innovation, tradition, and artistry ensures that Damiani’s creations continue to carry emotional resonance, cultural significance, and timeless beauty, making each piece a deeply personal and meaningful experience for those who wear it.
THE ODE ALL’ITALIA COLLECTION IS A POWERFUL TRIBUTE TO THE COUNTRY’S IDENTITY. WHAT MOMENTS, PLACES, OR EMOTIONS INSPIRED THIS COLLECTION, AND HOW DOES IT TRANSLATE THE SPIRIT OF ITALY INTO FINE JEWELRY?
Ode All’Italia is our homage to Italy, a celebration of its beauty, its culture, and its unique spirit. The collection was born from the desire to capture the emotions and sensations of the country’s most iconic places, translating them into works of high jewelry. For us, Italy is not just a location; it is a combination of feelings, memories, atmospheres, and colors that resonate deeply with anyone who experiences it.
The collection unfolds in three distinct chapters, each reflecting a different aspect of the Italian landscape. Luci del Mare evokes the magic of Italy’s coastal towns and the vibrant hues of the Mediterranean. Jewelry such as the Collier Marea Rosa mirrors the crystal-clear waters of Sardinia, combining Paraiba tourmalines, morganites, and diamonds to recreate the brilliance of sun, sea, and sand in a wearable masterpiece.
Paesaggi dell’Anima celebrates the inland landscapes, rolling hills, alpine peaks, placid lakes, and volcanic terrains. Pieces like Collier Dolce Stil Novo pay tribute to Tuscany’s gentle hills, intertwining emeralds, diamonds, and floral motifs to evoke both nature and poetic femininity. This chapter reflects the heart and soul of Italy’s countryside, offering versatility in design while preserving artisanal excellence.
Finally, Dimore del Tempo draws inspiration from Italy’s historic cities and architectural wonders. The Collier Aethernitas is a perfect example: a tribute to Rome, where the brilliance of a central fancy yellow-green diamond is enhanced by a precise, geometrical design echoing the city’s eternal architecture. Through this, each jewel becomes more than adornment; it is a miniature, wearable narrative of Italy’s history, art, and craftsmanship.
In every detail, from gemstone choice to goldwork, from color palettes to hidden closures, the collection expresses what makes Italy timeless: its elegance, creativity, and the extraordinary skill of its artisans. With Ode All’Italia, we invite our clients not just to wear jewelry, but to carry a fragment of Italy’s soul with them, celebrating its beauty every day.
EVERY DAMIANI PIECE TELLS A STORY. HOW DO YOU ENVISION JEWELRY FUNCTIONING TODAY, PURELY AS ADORNMENT, OR AS A PERSONAL AND EMOTIONAL LANGUAGE THAT REFLECTS THE WEARER’S INDIVIDUALITY?
Jewelry for Damiani is never purely ornamental. Every piece is a language, a personal, emotional expression of individuality. Our clients choose jewelry not only for beauty, but for the stories it can tell: memories, milestones, and emotions captured in gold, gemstones, and design.
Jewels often mark life’s most meaningful moments, the birth of a child, an engagement, a wedding, or a personal achievement that one wishes to celebrate and remember. They become companions to life’s journeys, symbols of love, success, and identity. This emotional dimension is what makes Damiani pieces deeply personal, beyond aesthetics.
We also value the idea that our creations can be passed down, becoming heirlooms that connect generations. A necklace, a ring, or a bracelet can carry not only beauty, but the stories of those who wore it before, creating an enduring bond between past, present, and future.
Artisan skill, creativity, and emotional resonance come together to make each Damiani jewel a personal statement. In this sense, our creations are not just adornments, they are companions for life’s meaningful moments, reflecting personality, taste, and sentiment with elegance and subtlety.
This is why we focus so much on versatility, proportion, and the balance between aesthetics and wearability. This is something you can clearly see in many of our iconic fine jewelry collections like Mimosa or Margherita, studied to be extremely comfortable, delicate but at the same time highly impactful, so that they can be worn from the morning to the evening, from work context to dinners and parties.
JESSICA CHASTAIN EMBODIES STRENGTH, ELEGANCE, AND AUTHENTICITY. WHAT MADE HER THE RIGHT CHOICE AS DAMIANI’S GLOBAL AMBASSADOR, AND HOW DOES SHE REFLECT THE VALUES OF THE HOUSE BEYOND BEAUTY ALONE?
The first contact with Jessica was through my sister Silvia. She and Jessica first met when she visited Venini, the historic Murano glassmaker owned by our Group. Since that moment, her relationship with our family has evolved in a very natural and genuine way, growing deeper over time.
As a versatile artist and as a sophisticated, elegant and confident woman, Jessica Chastain reflects many of Damiani’s core values, passion, creativity and the importance of family bonds. For us, she is not only a brand ambassador, but the perfect embodiment of our contemporary vision of femininity: powerful yet refined, international yet emotionally connected to Italy.
She has a sincere love for Italy, to which she feels particularly close for personal and emotional reasons, and she has always shown a heartfelt interest in our culture. As a Maison that proudly represents the beauty of our country around the world, this shared sensitivity creates a strong resonance with our creative vision today. It therefore felt completely natural to choose her as our global ambassador.
LUXURY IS UNDERGOING A MAJOR SHIFT, ESPECIALLY IN HOW CLIENTS ENGAGE WITH BRANDS. HOW IS DAMIANI ADAPTING TO CHANGING EXPECTATIONS WHILE REMAINING ROOTED IN ITS DNA?
The way clients interact with luxury brands has changed profoundly, and Damiani has adapted by combining tradition with innovation. While our jewelry remains handcrafted and artisanal, we leverage technology to understand client preferences, personalize experiences, and engage audiences through both digital and physical channels.
Our boutiques continue to be central, a space where clients can feel, touch, and connect emotionally with our creations. You can see these aspects also in the renovated boutique that we have just inaugurated at Dubai Mall, a space that welcomes you with its warmth, like a house. At the same time, digital tools allow us to guide clients toward these experiences, provide tailored communications, and make the world of Damiani more accessible globally.
This approach enables us to meet modern expectations without compromising our DNA. Creativity, craftsmanship, authenticity, and Italian excellence remain at the heart of every interaction, ensuring that each client engagement reflects both our heritage and our commitment to contemporary luxury.
LOOKING AHEAD, WHAT EXCITES YOU MOST ABOUT THE FUTURE OF DAMIANI? ARE THERE NEW CREATIVE DIRECTIONS, COLLABORATIONS, OR INNOVATIONS THAT YOU FEEL PARTICULARLY PASSIONATE ABOUT EXPLORING?
The future of Damiani is extremely exciting because it combines continuity and innovation. We are committed to expanding the brand internationally while preserving our artisanal DNA and Italian identity. This includes exploring new markets, refining our designs, and embracing innovative materials and techniques that complement, rather than replace, traditional craftsmanship.
Collaborations and special projects, such as the Ode All’Italia collection, inspire us to tell stories in fresh ways, translating culture, art, and landscape into high jewelry. We are also passionate about nurturing talent through our Damiani Academy, ensuring that Italian artisanal skills continue to thrive.
Ultimately, what excites us most is creating jewels that resonate with today’s clients, embody our heritage, and leave a lasting legacy for the next generation, ensuring that Damiani remains a family-owned maison celebrated for creativity, elegance, and excellence worldwide.
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