The Damiani history started in Valenza in 1924, in the heart of the goldsmith centre considered the world excellence for the production of jewellery.
Because of his ability as a master goldsmith, Enrico, the founder, soon became the jeweller that leading families of the time contacted for the production of unique pieces, true masterpieces of fine craftsmanship.
The fact that Damiani has always been a producer of jewellery, unlike competitors who started as retailers, makes the company truly unique. Being part of the Valenza area, where all the big names gradually established their production, for generations, is an important added value for the company. Damiani is the only Italian goldsmith company to design and produce jewellery from its foundation.
In 1934, Enrico’s son Damiano Grassi Damiani was born. In the 1960s, he started a process of industrial growth and commercial expansion and promoted research into design and technical innovation, which would have a profound effect on the evolution of the company. Damiani jewellery also became increasingly famous through the idea, revolutionary at the time, of guaranteeing the price to customers and creating catalogues with all the collections.
In 1976, Damiani received the first Diamonds International Award, the most important recognition in the sector, which gives a prize to the best design and best creation of jewellery with diamonds. The first time, it was awarded to Shark, a bracelet in yellow gold and platinum illuminated by more than 41 carats of white diamond pavé. Over the years, Damiani was to win the sought-after award 17 times, to which the four won by Calderoni can be added.
Between the end of the 1980s and the 1990s, Damiani successfully designed and created a new style of communication that associates the image of the jewellery with very famous people. Damiani, one of the leading jewellery companies in the world, introduced the use of testimonials. Personalities from show business, chosen by Damiani, were captured in portraits by internationally famous photographers for high impact advertising campaigns, winners of awards and recognitions for the innovative style of communication. In 1986, the new brand Salvini was launched.
The third generation entered the company in the early 1990s. Silvia Grassi Damiani, born in 1966, was involved in the purchase of pearls and also responsible for communication; her brother Giorgio, born in 1971, started working in exports and Guido, born in 1968, became Sales Director, Italy.Damiano Grassi Damiani died in an accident in 1996 and management of the company, which already employed 200 people, passed definitively into the hands of his wife and children. Gabriella, his wife, now Honorary Chairman, was President at the time. Guido Grassi Damiani was appointed Chief Executive Officer, a position he still holds as well as that of President. Silvia, currently Vice President, was responsible for purchasing and communication at the time. Giorgio, now Vice President, was responsible for creation and development of the collections and the purchase of precious stones. At the end of the 1990s, the Damiani group opened the first international branches in Switzerland, the United States and Japan with the aim of supervising distribution in the main overseas markets. In 1998, the group acquired the jewellery brand Alfieri & St. John.
At the end of the 1990s, Damiani transformed from a family company to a listed company.
In 2000, the Bliss brand was created and launched.
In 2001, the passage to the IT system ERP/SAP was made operative with the aim of optimising processes and supporting the development of the group. With effect from 2001, the group’s financial statements were subjected to voluntary certification.
During 2006, the group acquired the brand Calderoni, a historic Milanese brand of high-end jewellery.
In November 2007, the Damiani group was listed on the Milan Stock Exchange. This project was the great desire of the family and, today, Damiani is one of the very few high-end jewellery groups in the world to have achieved this objective. In September 2008, the group acquired full control of Rocca, the high-end jewellery and watch chain, which thus became the first distribution brand of the group.
During 2009, the group signed agreements with leading brands operating in the luxury sector for the design, creation and distribution of jewellery licences.
Numerous new stores were opened, above all in Asia, in addition to signing new commercial agreements. Specifically, the group has continued to invest in Greater China. During the course of the last financial period, a new store was inaugurated in Hong Kong, a new store in the Peninsula Hotel in Shanghai, and a new franchised Damiani boutique in Suzhou, a metropolis of over 4 million inhabitants situated in eastern China with a strong touristic calling.
Also during the 2012-2013 year, the first mono brand Damiani boutique was opened in New Delhi inside the luxurious Oberoi Hotel where prestigious international luxury brands are already present. This opening represents the start of the Group’s entrance into the Indian marketplace, characterised by importance and elevated potential at a worldwide level.
Finally the new franchised Damiani boutique was inaugurated on the Stoleshnikov in Moscow, the main street for luxury in the Russian capital confirming the Group’s expansion in the area and appreciation of its products.