Italian jewelry brand Misis was founded in Vicenza, the “world jewel capital” that brings together the many influences from the nearby cities of Venice and Milan.
Misis merges the worlds of fashion and art to create beautiful and unique jewelry pieces, which they’ll be exhibiting at JCK Tucson 2020. We caught up with CEO Alberto Piaserico to learn more about Misis’ history, the design inspiration, what he’s most looking forward to at JCK Tucson and much more.
How did your journey in the jewelry industry begin?
We are a historical Italian family company born in 1986. We are now at the second generation with the two sons Alberto (present CEO of the company) and Claudia (Designer) who renewed and enriched the brand with their creative and managerial intuition. Moreover, Misis was founded in Vicenza, the world jewel “capital” and melting pot of all the different creative influences from the nearby cities of Venice and Milan.
What was the initial inspiration for your brand?
The first aim of the family was to give silver, always considered the younger brother of gold, an added value that allows it to become a precious object and give every woman the accessory that best represents her.
What else inspires you when designing?
Lush nature, multi-colored and happy, lies at the base of every Misis creation. Evocative jewels, suggestive accessories, sometimes ironic and sometimes romantic depending on the mood; jewels with a precious and careful manufacturing, like nature itself.
Can you give us an idea of your design process?
We take inspiration from the nature surrounds ourselves, from our trip and passions. In this way for examples most of our sea collections was born. The most difficult thing is to transform what we have in mind in a jewel. As all our creations are sophisticated and accreted in all minimum details. So first we have an idea, then we make a draw, next step is to create the model by hand or by cad. When we have first pieces on hand we start to make all the try of plating and enamel combinations.
How long does it typically take to create a piece of jewelry?
Two to three months, starting from the design to end with all the different processing stages.
How would you describe your brand using only three words?
Passion, originality, attention to detail
How do you personalize your jewelry and designs?
Our jewels comes from our passions and experiences so they are very personal. Many names of the collections comes from our trip and culture meeting.
You have a number of different collections. Do you have a personal favorite?
It is very difficult to mention only one collection, I personally love several of them; I would choose REEF PARTY with its shining corals for the sea theme; then Augusta with its delicate butterflies for the Animal theme and finally Flora with its sparkling flowers for the flower theme.
How about a favorite piece?
Our red Reef Party ring with a sterling silver star and a gold plated sea horse
Are you partial to any particular stones or hues?
I do like the blue enamel mixed with sand of Positano earrings
What do you think sets your jewelry apart from other companies that specialize in fine jewelry?
The most important value off our jewels is that each woman can express herself and her character wearing them. They are unique designs and you can recognize a MISIS jewel when you see it.
Have you noticed a shift in consumer attitudes since the start of your brand?
Accessories is more and more important now, so a woman pays attention on details and what can make her different. This means that jewels are often the most important element of the daily outfit. This is the big difference from the past, where people want to wear the same brands.
How would you describe your target audience?
Our target is a woman with no age. The same earrings could be worn by an 18 years old girl or by a 70 years old lady; they both want to smartly distinguish themselves and love to be the trend setter of their entourage.
What are you most looking forward to at JCK Tucson 2020?
It is our first time at JCK Tucson, but we are confident we will collect many new exciting memories. We wish to introduce our brand to more jewelry stores in the United States to allow more and more women to enjoy wearing MISIS jewels.
Learn more about Misis here.
View the full JCK Tucson 2020 exhibitor list here.
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