M.E. speaks to Silvia Damiani, Vice President and Image Director for luxury Italian jewellers Damiani who visited Malta to celebrate the company's 85th anniversary with Diamonds International who hosted a ten-day extravaganza at their flagship boutique premises in Portomaso. The premises were transfomed into a Damiani boutique for ten whole days, exclusively exhibiting some of the Milan-based jewellers’ most lavish creations as well as a collection of unique pieces brought over to Malta purposely for the event.

Tell us about your latest campaign featuring Sharon Stone...

The concept of the campaign was expressing the importance and the strength of a woman, and her significance in the history. Each shot has a story behind. For instance, one shows an image of a woman, able to swim across the English Channel, pictured with a swimming cap, but for me, the most representative one is where there is Eve with an apple; she really changed history! The team worked well, and Solve (Sundsbo) was a fantastic photographer. I love photography, and also to work with someone like Solve or with Peter Lindberg or Fabrizio Ferrie like we have in the past. Peter especially, when I work with him I immediately know what he has in the camera, I know what he has in the picture. He sees what I see; the communication between us is great.

What was it like working with Sharon? Why did you select her for this campaign?

Sharon is so beautiful, it’s easy to work with her - it’s not a hard job at all! She is special and a good person inside, and is also very profound; she does a lot for charity. With her, we will soon announce something new, which is a jewellery line which will have her name and she will also work on the concept of the line. I cannot tell you too much about it, as this is still a secret, but a part of the turnover of the sales of the collection will go to a very nice association. We organised this together with Sharon Stone. There is a charity association in Africa called ‘A Drop in a Bucket’. It’s about constructing wells - everything is connected to clear water, giving the possibility to drink, cook and then it’s not only the water to drink, but all the hygiene and so on. This is nice as I like to do something with water, which is so pure and a symbol of life.

We will start this project in South Africa, because the diamonds come from there, so it’s like a starting area, where they needed more, and it’s an international project too so it’s not limited, and it’s very fascinating. Sharon has also been helping with fundraising for AIDS research. If you think, this affects most of the children. They've found a cure, if the mother takes certain pills she will not transmit the disease to her child. The only problem is that not to transmit it, she has to give powdered milk with water, and not breast feed, but the water to mix with the powder is not clean, and because of this the child might die too. It must be horrible situation for a mother. In a way things go one after the other, and you have to follow up; this is what Sharon has been working to help, so it’s beautiful.

Is she is the kind of woman you design your jewellery for?

Not only her, but we design for lots of different women. It’s not a coincidence that all our campaign stars have been very different from each other because in a way we think that a Damiani jewel is not there to hide your personality, but to enhance the personality - and that personality can be different. This means the same jewellery can be worn by different people in a different way and also make you feel different, according to how you are that day. What is important is that all our campaigns have featured individuals with a special charisma and a natural elegance, which is different from one to the other. Especially for a company like us since there is a lot of creative variation - even within the same collection. It gives the possibility to each different person, famous or not famous, to wear a Damiani set the way she likes and the way she feels more confident. That is the type of service we want to give. The Damiani woman is a woman who takes advice but has her own mind - we never want to impose anything.

Which is your favorite from the collection on display, can you pick?

It’s really hard! For instance the collection I am wearing now, Chignon, is amongst the latest, and it's very easy to wear; all together, or just individual pieces. I like it because it has a traditional look and it's also very three dimensional; and we like this at Damiani. My father was always saying that when you create a jewel, the woman moves, and she is a sculpture with forms, like jewellery it’s not stiff.

I am also very fond of the new collection, created for our 85th anniversary. It was fun for us as we wanted to create a limited edition of the Dolmitolo ring, a beautiful powerful ring. In a way it’s being a little bit joyful, we are 85 years old, and we are celebrating it with all the colours, it is done in that sense, created with style, elegance, tradition, and it's something you can always wear.

Are you involved in the design process?

Yes I am a consultant, but I am not responsible for the design department. My brother Giorgio is a director for the collections and also for the production process but for sure, when we meet, we decide together and I am very much involved. I consider this as the focus point where everything starts. Giorgio and I are the vice presidents of the company, Guido is the president, his job is to prevent his sister and his other brother arguing!

Did you always want to work in the family business?

I started quite young when I was 19. I was just curious as I wasn’t sure what I wanted to do, but I immediately fell in love with this job. When I was a little girl it was never like I had to do it; my family never pushed me and I will never do that to my son; it’s really something that comes naturally; if you fall in love you really fall in love. I think in a way, it was transmitted in a contagious passion, through seeing my Father so enthusiastic. He considered himself lucky to be doing the best job in the world. You have a privilege as one of your creations will be important in someone’s life; a memory; a special situation; like a little secret. As we say in the campaign, Damiani is a girl’s best friend, it’s intimate to the person you are selling the jewellery to. Through your product you are part of their life, and I love this part.

Have you got any jewellery which conjours up special memories?

This ring was the first ring my Father made for me and gave as a present. I consider this as a good luck piece, and I still remember choosing the stone. I am emotionally happy every time someone tells me a story about a piece of our jewellery, which is important to that person, A jewel is given to a person you love, or loves you, it gives you a sense of protection like a charm, or amulet....

You’ve recently released a collection called ‘Angels and Demons’, inspired by the pieces Damiani made for the movie; how did that come about?

I always like to learn, but it’s not the first time we’ve collaborated with the movie industry. We worked with Penelope Cruz - she wore our jewellery in the film Blow with Johnny Deep, and she wore part of a collection from the 70s. Gwyneth Paltrow wore our pieces in Iron Man recently and Brad Pitt wore his own Damiani pieces in Ocean’s 12.

Angels and Demons was different, from the creative point of view of the jewellery, and it opened up a new world of symbols. Every time you open a new chapter you get inspired by new things. Did you know that when a Pope dies, the first thing they do is destroy his ring, to show a sense of uniqueness for the new Pope who recieves a new one? If you see the movie, they kiss the cross as a sign of protection.

It was a fantastic experience to work with Daniele Orlandi. I already knew he was a famous costume designer who works a lot with Ron Howard; he was also the costume designer on Nixon Frost, and he is the designer we worked with here. We created beautiful rosary beads which are like necklaces, and created crosses which can be worn on both sides to symbolise Angels and Demons; we need good and bad. And the truth is they are beautiful on both sides, Let's forget about religious meaning - jewellery is something you need and which gives you power and protection; it is related to the fact that it is a piece of eternity. We created crosses which can be worn for men and for women. Ewan McGregor kept his on all the time, when filming - he loved it! The main female character was wearing the Damiani Necklace logo too.

What direction do you see Damiani moving in light of the economic crisis?

You never know what will happen; in business you make plans, budgets but I see the situation more as a challenge. I see things in a positive way, as it forces you to be creative. Everything which is harder makes you stronger; we are not going to give up of course! And in a way, we also believe jewellery is totally different from other products. Diamonds do not deteriorate, they always stay, and they are not like a car where the the value goes down. With a piece of jewellery the maximum you can pay is insurance if you want to be 100 % sure that nothing happens, You can enjoy wearing the jewellery and relax about it. A jewel is there to be worn and enjoyed - not to be kept in a safe.

My son watches a cartoon called Kung Fu Panda, and I love the saying the Master has. He says: “The past is history and future is a mystery”. The present is a gift, therefore take the best of today and be happy for tomorrow as well. What you have today you will not have in another moment, so have it. We we have the expertise and we are recognized and professional. We just need to wait and see...