Elisabetta Molina of Garavelli on the Pandemic Lockdown, Ponies, and Direct-to-Consumer Sales

A bracelet in 18k yellow gold with diamonds from the Drago collection by Garavelli

Valenza, Italy. Sept. 16, 2020. Elisabetta Molina of Garavelli didn’t participate in the recently held Vicenzaoro VOICE fair, Sept. 12–14, but she connected with JH to let us know how the brand passed the time and to discuss future plans. Below, she shares highlights of her quarantine experience in Italy and news of how the brand will commemorate a centennial.

On her lockdown experience in Italy

The feeling was strange, like at the beginning of the summer holidays: at first you feel lost, with nothing to do, but you know this state is just for a short time. Then, sleeping, cleaning—putting every angle of the house in order—gardening. The pandemic period probably allowed us to have the beautiful flowers we did in the late spring and summer!

I have a daughter who teaches pony riding to kids; she took home 10 ponies during the lockdown! So we raised fences and organized for vacationers to ride ponies. They really helped to keep the spring grass down!

We are also working since the lockdown to strengthen our social media and prepare a brand-new website with e-commerce. Consumers will be able to choose if they want to purchase online or to visit the Garavelli retailer nearest to them. We are working closely to our retailers to offer the best possible service for fans.

On the Garavelli Centennial

Last year I started to write a book with my aunt, who is a historian, an expert in the history of jewelry, and of course, the history of Valenza. I spent lots of time doing research in our archives, looking at old family photos, and exchanging long phone calls with our elderly relatives to learn of their memories. I am very excited about this book that we will present in 2021! It is not only the history of our company, but the history of our family and the jewelry in Valenza, from the end of the 19th Century till now, with a vision of the future years. The book will be available in 2021.

On Stateside Sales

My U.S. customers are really brave and strong. Everyone was virtually always in contact to their customers during the lockdown, and since they reopened they could serve very well their clientele. We had a very nice collection in the U.S. this past summer and the result has been good. In the fall we will support them with a new collection that will arrive in the U.S. soon.

On Christmas Sales in Italy and the U.S.

Who knows what sales will be like! I hope we will be able to recover the rest of the year, but for sure we are working very hard for 2021, when we hope we will be able to celebrate with our clients. Personally, I think it might be a strong season since consumers want to please themselves and move past the current situation.

A bracelet in 18k yellow gold with diamonds from the Drago collection by Garavelli

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