The Royal Jewellers S01 ep5 : Terzano Jewellery , Valenza, Italy
Interview with Roberto and Alessandra Terzano
It is very difficult to work in a family business, but at the same time, the force is together. We have different tastes and often quarrel, crying and shouting here in this office - but this is normal for Italians because we are passionate.
Roberta & Alessandro Terzano
Terzano is an old company which started with my grandfather.
In about the 20’s.
KM: Here in Valenza?
Yes here in Valenza.
And then my father grew up in the company.
My mother was working in a jeweller’s shop, where my father went to sell in
this shop and he saw this young girl.
KM: So he saw this young German girl this “fraulein” and said ooh la la !
At the beginning she did not fall in love with him but she thought she was the
typical Latin lover.
KM: What made her change her mind?
The time, when she knew him better, he wasn’t joking, he was serious.
My mother always says that she was born in Germany by mistake because
she is a typical Italian woman.
It is very difficult to work in the family but at the same time the Terzano’s are
always together because it is very difficult because we have different tastes
and we often quarrel. We cry and shout here.
KM: That is because you are passionate.
Yes because we are passionate.
The change of the modulation is very very short now than was for example
with a new model many years ago, you could work for example 1, 2, 3 years
now every 6 years the models are old and the people always want something
new, new design, new materials.
KM: So how does a small company like yourselves compete in the world,
where there is so much happening?
You have to update your company, for example you have to make something
in a little bit of advertising.
KM: So you have to be marketing driven? Communication driven?
KM: What do you do individually, for example what is your role in the company
and what is Roberto’s role within the company?
I make something more on the internet, I make more with the book and the
magazine, I take PR, the image, a little bit of our image and in distribution in
KM: What else does he do?
They make a lot of things, I control the orders and in particular speak with the
foreign customers because I studied languages.
KM: So you are more in terms of the communication to the clients and you’re
the communication to the market?
KM: Who does the creation of the products?
We have my mother and with help of a stylister, put down ideas of my mother
on the paper and then the process go on, start, with the manufacturer.
I started officially in 1990, but when I did school during the holiday for example
I was going with my father for example to meet a client in Italy for example. I
did year 8 in New York in 1983 and then I make the school in Italy and some
marketing courses and also practical work.
KM: So you actually can do gold smithing yourself?
Yes to work in there is very very important. To know the procedure and for
example when you go from a client if they say something silly you can
KM: When you are creating something how do you work? Do you work first
from the design concept and then you look at the technicals or do you think a
little bit of both at the same time?
You have to put all these things together. You have for example how to make
this model but you also have to think how much will it cost to the buyer.
KM: Why do you think people love jewellery? Why do they need jewellery?
Everybody says that to give jewellery is to give an emotion. Yes it could be,
but I link, connect jewellery to a particular event, for example I always
remember my first exam at University, I took the best mark and my mother
gave me a ring with 3 rings to remember this mark.
I don’t know how much is Italian and how much is German, but with the same
taste we have good success in every country of the world. We do not make
special jewellery for example for the States and then other special jewellery for
Spain. We make all the same jewellery and we can sell it all over the world.
Yes probably the best factor in the story of this company was giving a present
to the Pope.
KM: What was the present for?
It was a little picture, the community had decided to make a present and the
Bishop chose some company. But in Valencia if you go out then someone can
offer you earrings, necklace, for the Pope is not a good present. And my
father go to explain to the Pope.
KM: So this is a picture of your father
Yes, and the little guy it is me.
KM: Get out of here!
It was in 1981.
KM: Just two years ago?
And my father start to speak a lot and the Pope say ok stop, stop, the picture
says it all.
OFFICIAL WEBSITE: Terzano Jewellery , Valenza, Italy,