The Royal Jewellers S02 ep5 : Staurino Jewellery [Valenza]

Interview with David Staurino

Madame Butterfly, reflects our choice to go back to a past of all white and lightness of transparencies, the guide-lines of all new Staurino high fashion creations. Madame Butterfly alternates very light volumes obtained by combining elements reminiscent of the shapes of small fans, a typical Japanese ornament: hence, the name inspired to the renowned opera by Puccini. A wise use of diamond marquises highlights and embellishes full and empty spaces that give the jewel a feeling of total lightness, almost as if it were a butterfly, hovering in the air. Luxury has no limits. Just like seduction


Staurino: Staurino Fratteli basically it’s a long history company who aims to create only designer
jewellery. It was born in 1960 but our family is the fourth generation so we can say we’ve been
making jewellery for more than 120 years now.

Staurino: Valence is the centre of the Italian jewellery with precious stones, there is other two
centres which is Vicenz and … but they are more specialised in gold jewellery. We do jewellery in
which the gold is the least part of it, but the main part is the precious stones, diamonds and
gemstones. One of my ancestors, if I can say, who brought first the jewellery industry in here t’was
in 18 I think 1880 even a little bit before that.

Staurino: Before it used to be a big centre for shoe making, then the industry changed and went,
the shoe making went somewhere else in Italy and they started to do this basically because it was
probably closest to the richest zone in Italy which is the zone around Milan, around Dre… which is
the richest people live there and because we had an easy contact with companies abroad you know
like Switzerland, like France, because we are very close to those places. The majority of the gold
used to be provided by the Swiss Banks.

staurino jewels

Staurino: The most of the suppliers of precious stones are Jewish, or used to be Jewish, now they
are, many of them are Indians, but and

Jewish Indians!

Staurino: Jewish Indians of course and they all lived in Milano. So we’re very close to Milano.

Staurino: The schools specialise in jewellery making teach today a young generation the basic
informations about how to make jewellery but the big part is on the inside the laboratory where
there is older craftsmen teaching to the younger how to work, all the secrets of the work.

staurino jewels

Staurino: I would have liked to be an architect as well, but I suppose after my design school, I
joined the company because it was basically what I wanted to do since I was very young. You
know I been breathing if it’s possible to say, gold and diamonds since I was a young kid.

Staurino: It’s the most wonderful work in the world because you can think of something and see
the same thing realised at the end. From the creation to the final point I mean the final sale to the
consumer sometimes. The contact with the people tells you what they would like, how they like
what you do and how they would like it to be done you know. It’s really the nicest part of the job.

Staurino: What I love my work is to think, design and create. What amazed me in the past seeing
my father creating jewellery, designing and thinking of how to innovate. Something becoming a
classic bringing it to a new life for innovation, through a new feeling and a new way of thinking of
it and looking at it.

staurino jewels

Staurino: If we look at the old pictures of jewellery … in the 60’s or by my grandfather and if we
look at the jewellery we make now, you will see a link between the three things but one is a
modern interpretation of the old one.

Staurino: The creativity process has nothing to do with what an artist is doing, an artist gets an
inspiration and he puts it down on paper or on canvas or on these types of things. For us it’s
different, it must be something saleable. So basically the creativity process goes through a specific
… influenced by everything we have around, I mean nature, fashion, architecture, everything
which is … basically and forms into the final idea. So it is the union of all these factors that after a
while comes out in a shape of a jewel.

Staurino: The new technologies are helping us a lot, even if the basic idea on design always is
sketched down by hand on a piece of paper. Immediately after that we use all systems available for
realisation for the modification programs to create designs which are as much as possible similar
to the final and we use also the CAD systems because it’s very important to understand sometimes
before sketching a new collection how it’s going to be the look of it, of the piece itself.

staurino jewels

Staurino: We still use a lot of manufacture because there, in many, many cases, the majority of the
process is done by hand so really with the craftsman explaining him how to make it I mean turn it
on, I mean curve it this way or cut it this way, it’s quite interesting. Sometimes the process is done
half with the CAD system and half by hand.

Staurino: The new technologies like the CAD systems and the rapid prototypation have been a
great evolution in the jewellery market because the designer basically has in mind what he wants
but sometimes it’s not that easy to transfer to someone else the same thing. Now we have the
possibility of thinking and realising the piece, the same way we have it in mind and there are other
technologies like the laser welding that opened new frontiers so we do a type of jewellery that was
impossible to do with the flame welding like in the past.

Staurino: And when we start with a new collection, first of all we start thinking where the
collection is going basically. Naturally, we do our own proposals as for example a fashion designer
what you see basically on the catwalk, very rarely is what you will see in the stores. Because they
have to impress basically and to create the style, then the style is modified according to the various
markets. If we do shows in the windows we put the more, the most outstanding and astonishing
pieces to catch the eyes of our customers, but when we go to distribute the product into the stores
we have to do also the lower versions of every single piece.

Staurino: All companies in Valence are quite small compared to the international, so the future
according to me is the probably the association of more companies under a big umbrella or being
under a bigger group with a different shaded type of product, that’s how I see the future basically.

Staurino: Naturally, the funniest requests come from the Arab markets you know from the Royal
families there because they’re, I would say their fantasy is endless you know what they want what
they have. I remember one time one of the big ladies from the Royal family of one of the countries
there was willing to have an entire you know a blouse made out of diamonds you know so she
came out with this request, we said listen, it will weigh probably 20kg something like that, you
cannot wear something like that, it will be like an armour you know. She said, I don’t care, I don’t
care, I want something like this you know then it went, of course we didn’t realise that it was
impossible, I mean think of something like that. But really they go crazy when they see something
different. Another funny story, one time I was in one of the houses of these rich families in Bahrain
and we made the year before a big pendant you know of this size, something like this, I thought it
was for the mother, but then I saw one of the kids, four years old, walking around the house with
the pendant like a little machine you know on the floor, it was, she was playing with the pendant
and it was probably a 50,000 Euro piece, sometimes people don’t really have the idea of the value
of things you know they don’t really care. I mean this is just for my baby it’s a 50,000 Euro piece,
play with it, no problem.

OFFICIAL WEBSITE: Staurino Jewellery