Franco Pianegonda never refuses an invitation, even if it means leaving his studio near Vicenza, Italy, for the suburban community of Woodbridge, Ont.
“It’s an opportunity for me to meet the people who have supported the brand all these years,” Pianegonda told Jewellery Business.
The Italian designer dropped by Bandiera Jewellers earlier this month on a promotional tour of his men’s and ladies’ silver jewellery line.
Pianegonda says the family-owned store in the heart of a large Italian community was the perfect venue to re-familiarize the Canadian jewellery consumer with his line.
“My jewellery is for multicultural customers. I’m targeting people who are looking for a new world. Everything starts from the heart. Nowadays, the global economy is struggling and we need to re-start things from our hearts.”
Aren Arkarakas of Nouvo Mode International, the line’s Canadian distributor, said Pianegonda jewellery appeals to price-conscious consumers, but also targets the elite client with a higher-end collection with pieces in the $3000 range.
Arkarakas said trunk shows, as well as magazine and newspaper ad campaigns, are in the works to help promote Pianegonda in Canada, which has traditionally not been a market for branded jewellery.
“Canada is really based on watches and the jewellery market has taken a back seat. We lack in the knowledge of jewellery in our market,” he added.
Store manager Marco Bandiera said it’s important to offer pieces that appeal to a particular clientele, noting the large Italian community in Woodbridge appreciates the heritage behind a ‘Made in Italy’ brand.
