The brand’s artistic director of watches and jewelry shares what inspires her fantastical creations.
Francesca Amfitheatrof grew up across the globe, living in Tokyo, Rome, Moscow, London and New York. After attending school in London, her debut silverware collection was shown at Jay Jopling’s White Cube contemporary art gallery in London in 1993. Since then she has lent her creative vision for accessories and jewelry to a mix of legacy brands, including Tiffany & Co. She joinedand jewelry, ushering in a new chapter for the maison, debuting her first jewelry collection, B Blossom.
WWD: You have designed jewelry for some time, both under your name and for other brands. How do you differentiate?.: When I step into a brand, I really have to very clearly create an identity that I believe is relevant for that maison so, yes, of course everything that one does starts from a very personal point of view but the ability to step into a maison and to clearly state its strong beliefs and aesthetic integrity is crucial to the job that I do.
WWD: With jewelry there is an emotional and sentimental connection with a customer. How does that idea help influence what you create?I think that because all the high jewelry pieces that we create are unique pieces, the incredible bond that we create with our customers and the fact that I am present at these moments and that I love meeting our customers and knowing where and to whom the jewelry goes to has created this magic.
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