When Fawaz Gruosi founded de Grisogono in 1993, his bank account contained only sixteen thousand Francs. In Switzerland, with such a sum of money one can only really open a gift or chocolate shop. Gruosi played differently. He found two partners and invested equal shares of the available budget into the business. Then they started making quite undistinguished jewelry in classical forms. But six months later Gruosi realized that it’s impossible to compete in this niche against large companies. The idea to oppose the traditional jewelry brands was not well received by his partners. Thus the businessman decided to buy their shares and become the sole owner of the brand.
The de Grisogono evolution
The story is well known. In 1996, with a light hand of the founder of de Grisogono, black diamonds became en jewelry vogue. And today we already forgot the fact that earlier they were considered just technical materials. Then, resembling sparkling, frozen, liquid icy diamonds, whimsical in processing stingray skin, browny brown and black gold, and, most recently, the “briolette”-cut stones… Feeling limited in budget, Fawaz Gruosi was looking for cheaper alternative materials, which could compete in beauty with precious stones. However, the latter ones eventually also appeared in the brand’s jewelry range. For example, large diamonds in earrings with drop-shaped pendants and a ring with a 13 cts sapphire, all of which were noticed by the MARGO RAFFAELLI team during the recently-finished winter couture week in Paris.
A game with desires
The businessman’s courage was duly appreciated by his clients. Feeling tired of the same type of jewelry that always came from traditional jewelry Houses, these people, often buying dozens of pieces just to cheer themselves up, needed something new, bright and “catching”. Playing on their desire to be original, Gruosi made a loud, slightly snobbish statement. He said that de Grisogono jewelry can be afforded only by those who have experienced the best in life and now are able to understand and appreciate his work. In a luxury crowd, if not all but many want to be elite and special. Thus the fame of the brand as a producer of exceptional jewelry very quickly scattered on both sides of the ocean.