Mr. Amedeo Scognamiglio, heir of M+M Scognamiglio and co-owner/designer of Faraone Mennella
Mr. Amedeo Scognamiglio, sixth-generation heir of the cameo firm M+M Scognamiglio and co-owner/designer (with Roberto Faraone Mennella) of the innovative luxury jewelry firm, Faraone Mennella.
What is the role of Faraone Mennella in the Italian jewelry industry?
Roberto and I realized there was a niche we could fill. Most top-end Italian jewelry was beautifully crafted but quite traditional in design. In the post-war period many jewelry firms recovered but were slow to change their traditional products. We decided to create a very fashionable line of jewelry, very much in line with the Italian Look: effortless chic, timeless elegance, a bit of Milano and a lot of Capri. Faraone Mennella has grown very rapidly, and has become part of the fashion scene in New York, London, Paris, and other fashion capitals, and with desirable points of sale around the world. We are in the same category as, and compete with, well-known traditional brands such as Pomelllato, Buccellati, Roberto Coin, and Verdura..
What trends do you foresee in the next few years?
Italian jewelers have historically been less interested in trends than in creating timeless achievements that will retain their aesthetic value forever. But trends do emerge from the workshops; only later are they identified by marketers and journalists. What I see happening now is the emergence of bold, “statement” jewelry with new materials, lots of ebony, bronze, and semi-precious stones. The warm tone of bronze already appeals strongly to consumers who recognize that luxury can be found in many materials and who do not distain new designs not made of silver or gold. Beyond that, consumers will continue to identify “Made in Italy” as the world standard of quality. Italian manufacturers truly know how to craft beautiful jewelry, and they have been doing it for centuries.