The Pisa brand, a benchmark for high jewellery in Italy, takes on a new business challenge

  • Massimo De Angelis

Not only does its Pisa Diamanti collection become an actual luxury sector brand, but it also launches the Salone dei Gioielli, an extensive space on the second floor of the flagship store in Via Verri, in the heart of Milan’s upscale shopping district, home to the world’s most prestigious names.  The company has chosen six of these in order to present a diversified yet exclusive range able to satisfy the numerous nuances of taste of its exacting female customers. Boucheron, Chopard, Chaumet, de Grisogono, Messika and Tamara Comolli are present alongside original Pisa Diamante creations, including classically beautiful solitaires, cufflinks, earrings and pendants. ‘I believe wholeheartedly in this refined line, both as a woman and as a businesswoman” says Chiara Pisa, CEO of Pisa Orologeria. “It represents a new point of contact with our clientele, for whom we have always had a special consideration also when it comes to watches”.   The project concerns a special over-100 sq.m. area within the store, which houses the various brands, and a satellite area specifically for the Salotto de Grisogono. Curved counters and imperial display cases in metal and exquisite fabrics are arranged on a big, subtly-coloured carpet beneath a mirrored lighting installation.   Framing the space is a large luminous panel bearing the names of the brands displayed, as well as recalling the values that have always characterized Pisa Orologeria. However, the real protagonists are the collections, ranging from iconic lines to pieces that are truly unique in design and prestige.