Buccellati opens in London

Italian fine jewellery house Buccellati is opening a store in London before the holiday season starts. The family-owned business is also opening a store in Aspen , Colorado and is reopening its renovated stores in Beverly Hills and New York . The new stores have been designed in the house's signature Italian Renaissance style, but with modern finishings. The boutiques are also intended as locations for social events.

Despite increased retail accessibility, the company insists that is remains exclusive by limiting distribution. "Buccellati isn't for everybody," the firm's president, Andrea Buccellati, told WWD in an interview. "Our clients are looking for luxury and exclusivity. They want to be part of an inner circle. We're looking to make the Buccellati experience more tailor-made." Many luxury goods companies are looking to broaden their customer base while maintaining their exclusivity. While expanding its retail presence, Buccellati is placing the emphasis on a more personal rapport with its customers. "We want to be able to have a direct connection (with the consumer)," Buccellati said. "We can sketch pieces together for a customer, or a customer can bring in a stone and we can set it in the Buccellati way."

Buccellati was established in 1919 and later became known for its engraved brushed gold and platinum jewellery adorned with precious stones, which were designed by Andrea Buccellati and his father. The house only makes 3,000 to 4,000 pieces per year. Prices range from $1,000 to millions of dollars for custom-made pieces. The company launched a watch collection six years ago, with prices averaging at $15,000. Also included in the offering is sterling silver hollowware, which accounts for 30 percent of the business.