As the world-renowned Italian luxury jewelry brand marks its 100th anniversary, Guido Grassi Damiani, representing the third generation of the family, reflects on the journey of the company and its future. With an unwavering commitment to craftsmanship, passion, and family values, Damiani has not only survived the test of time but has also thrived, expanding globally while remaining firmly rooted in its heritage. We sat down with Guid Grassi Damiani to discuss the brand’s century-long legacy, their ongoing commitment to excellence, and the exciting future ahead.
[KJ]: Congratulations on the 100th anniversary! How does it feel to reach this milestone, and what does it mean to you personally?
[GGD]: It’s a significant achievement, especially since we’re the third generation of the family to carry the torch. It’s an honor, but also a huge responsibility. There’s a legend that often, the third generation struggles, but we’ve grown, not faltered. For us, though, it’s just another step forward. We’re proud, but we’re always looking ahead. We have big goals and great ambition. Just recently, my youngest daughter, when we introduced the fourth generation, said, “It’s only another birthday.” She has it right—let’s celebrate and keep moving forward!
[KJ]: That’s a brilliant perspective, and a perfect segue into my next question. Most family businesses struggle in the third generation. What do you think has been the key to Damiani’s success over the years?
[GGD]: It’s all about passion. When you’re part of a family business, it’s not just about making money—it’s about pride, respect, and a deep sense of responsibility. It’s a unique energy that comes from working to preserve something created by your parents and grandparents. We grew up in this environment, where hard work wasn’t just for profit—it was about creating something extraordinary. I believe this sense of passion has passed to the next generation, and it’s something I hope they carry forward.
[KJ]: So, you’ve chosen Dubai to celebrate this milestone. Why Dubai, and what are your expansion plans in the Middle East?
[GGD]: Dubai is an international hub, competing with the likes of New York, London, and Milan. It was a natural choice for us. Not only is it a fantastic place to celebrate, but it’s also a strategic location as we expand our presence in the region. We’ve already opened stores in Kuwait and Doha, with more locations planned in Bahrain and Riyadh. I’ve also relocated here with my family, so it’s a wonderful opportunity to introduce our brand to a new audience. We want to educate people about our legacy, our values, and what sets us apart.
[KJ]: The exhibition in Dubai features some truly magnificent pieces. If you had to pick a few standouts, which ones would you highlight and why?
[GGD]: It’s like choosing your favorite children—it’s hard to pick just one. But if I had to, I’d mention the Margarita Desert, with its cognac yellow diamond. It’s truly special. We also have a beautiful sapphire called Deep Blue, weighing 100 carats, and then the Mimosa collection, which is a personal favorite. It’s all about chaos—diamonds that look like they’re thrown together but are carefully arranged. It’s an unexpected and dynamic design.
[KJ]: Was finding these stones the most challenging part of creating this collection?
[GGD]: Yes, it was. Normally, we design the piece first and then search for the stone, but for this 100th anniversary collection, we started with the stone. We spent years traveling the world, handpicking rare stones—intensive blue sapphires, Paraiba tourmalines, and special emeralds. The stone itself becomes the centerpiece, and we designed the pieces around it. It was a different approach for us, but it worked beautifully.
[KJ]: Let’s talk about the yellow diamond in the Mimosa collection. It has this cognacbrown hue, unlike any yellow diamond I’ve seen. What makes it so unique?
[GGD]: That’s a very rare diamond. Most diamonds are white, but when there’s a specific element inside, like nitrogen, it can take on a yellowish hue. It’s incredibly difficult to find one with both intense color and clarity. We spent a lot of time sourcing this diamond—it’s a real gem in every sense.
[KJ]: Looking ahead to the next 100 years, what is your vision for Damiani?
[GGD]: We want to continue growing, but always staying true to the values of my grandfather and father. It’s not about chasing profits—it’s about creating something extraordinary. Our main goal is to leave a larger, healthier company for the next generation, one that continues to thrive for another century. The long-term vision is to preserve our family’s legacy while educating and inspiring the next generation to carry the torch.
[KJ]: And in the competitive world of luxury brands, what do you think sets Damiani apart?
[GGD]: What sets us apart is that we are a family-owned company. In an industry where most top brands are part of multinational corporations, we’re focused on the long-term. We’re not looking for short-term gains or quarterly bonuses. Our focus is on quality, legacy, and passing down our heritage. We hope that when local customers get to know us, they’ll appreciate the depth and passion behind each piece we create.
[KJ]: The Middle East, especially Dubai, is the perfect place for that connection. As you know, many top international brands have made Dubai Mall their flagship, so you’re certainly on the right track. It’s an exciting time for Damiani, and I’m confident the future looks very bright.
[GGD]: Thank you, Katia. We’re excited for what’s to come and grateful for your support. With your help, I’m sure we’ll continue to grow and thrive in this amazing region.
[KJ]: Absolutely, the best is yet to come!
