Italian jewellery in Belgrade: luxury that stems from culture

Organized by the ICE Agency, the presentation of eighteen extraordinary Italian jewellers will take place today, at the Hilton Hotel in Belgrade.

There are numerous “Made in” labels worldwide recognized for their excellence –  “Made in Germany” is recognized for reliability and quality, while “Made in Japan” and, later, “Made in Korea” have become synonymous with cutting-edge innovation.

“Made in” is a dynamic concept. “Made in China,” which until just a few years ago was synonymous with cheap, if not harmful, products, has now become, at least in some areas, such as electronics, a guarantee of quality. Just think of so many of the first-rate cell phones Made in China.

As the classic handbook “Positioning: the battle for your mind” by Al Ries and Jack Trout teaches, mental positioning is a set of associations that the end user naturally activates when a brand or country is mentioned.

Is then “Made in Italy” perhaps the world’s most extraordinary and celebrated of all national origin brands? If excellence and quality are goals that all countries set themselves in developing their own “Made in,” there is one characteristic that distinguishes “Made in Italy” throughout the world – alongside the pursuit of excellence, Italians have added to this their craftsmanship, understood as the manual knowledge handed down from generation to generation, and above all the culture, stratified over the centuries, that manifests itself in every piece of Italian craftsmanship.

A typical dish, an aerodynamic solution, a fabric, or a ceramic or marble inlay, in Italy are born not only from a unique manual skill but above all from the culture that a craftsman from a small town has disseminated to every other corner of the peninsula. Italy offers an experience of beauty in every corner and an implicit education in beauty to anyone who has the sensitivity to grasp it.

The eighteen Italian jewellers that the ICE Agency’s office in Belgrade, headed by Antonio Ventresca, is presenting today at the Hilton Hotel bring to the Serbian capital culture of beauty, creativity and elegance that the whole world no longer envies because it has now understood that these artefacts can perhaps be copied but impossible to replicate anywhere else in the world considering the heritage of knowledge and sensitivity that created them.

Even Belgrade, a city with a double-digit economic growth where it is increasingly possible to see examples of luxury not only exhibited but also sought after, is ready to appreciate the luxurious niche craftsmanship of Italian jewellery. “This is an innovative and forward-looking initiative to bring Italian jewellery to Serbia, a country that, in 2021, recorded a 7.5-per cent-growth and which has good conditions for further developing economic activity, as evidenced in the trade between Italy and Serbia which has exceeded 4 billion euros,” said the Italian Ambassador to Serbia, Luca Gori, at the reception and presentation of the jewellers held at Palazzo Italia. 

The jewellery industry is an important sector in the Italian economic system in general, and for some regions in particular, with about 5,500 active companies in Italy that employ over 27,000 workers (2019 data). From the point of view of foreign accounts, this sector traditionally generates a trade balance surplus which was particularly positive in 2021, exceeding the value recorded in 2019 (pre-pandemic) and amounting to 8 billion euros. The major Italian jewellery markets include the United States, Switzerland, the United Arab Emirates, France, and Hong Kong.


This post is also available in: Italiano

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