Vivetta launches jewelry line with licensing partner – WWD

MILAN — The Italian women’s and children’s clothing brand Vivetta is quietly expanding its offer.

Known for its whimsical and playful creations, the Vivetta brand, founded by designer Vivetta Ponti in 2008, launches its first jewelry collection thanks to a licensing agreement with jewelry manufacturer Chimera Gold, based in Arezzo, Italy.

The first collection is due to bow for Spring 2021 with a range of styles set to hit stores as early as December. The range will include both costume and fashion jewelery distributed through the brand’s wholesale network and mid-range styles which will be sold at select international jewelers.

“In these difficult and uncertain times, I had the chance to rediscover myself and rediscover my passions, as well as to reinvent myself by broadening my horizons and my curiosity,” said Ponti. “The attention paid to art in all its forms undoubtedly influenced the choice to expand my brand’s offer with a jewelry collection.”

Made in gold-plated silver and enhanced with mother-of-pearl, zircons and rhinestones, the entire range, which sells for between 150 euros and 500 euros, is inspired by Aesop’s famous fable “The Ant and the Grasshopper”. , the ancient insect representing the values ​​of strength, patience and resilience.

A nail-shaped ring from the Vivetta jewelry collection.
Eleonora Bonoretti/Courtesy of Vivetta.

The brand’s surreal touch can be found in a range of pieces, such as a wraparound bracelet molded in the shape of a hand, each finger studded with red stones to mimic nail polish, or in twig-shaped earrings that wrap the lobe.

Ponti said he found creative freedom working on the precious accessories and praised the Chimera Group’s high quality standards and the craftsmanship of its goldsmiths.

“The opportunity to collaborate with Vivetta pushed us to dare. At such a complex time, when telegraphing positive messages is increasingly complicated, the licensing agreement presents an exciting challenge to our company’s longstanding experience and attention to detail,” said Massimo Anselmi, CEO of Chimera Gold.

Jewelry is not the first brand extension for Vivetta. Last year, he debuted his first shoe collection for the 2020 station via a licensing deal with shoe company Be71. The Vivetta range of shoes is distributed by leading accessories showroom Massimo Bonini.

Selected by Giorgio Armani as a guest brand to present its collection at the Armani Theater in February 2015, the brand signed a licensing agreement in 2018 with Gilmar Group for the production and worldwide distribution of its ready-to-wear collections. The label was previously produced by Camac.