Professional Jeweler Archive: Italian Invention

April 2002

Precious Metals/News


Italian Invention

Nanis produces gold jewelry with innovative designs that are often engineering wonders


Jewelry that transforms into different looks is a popular concept among women who buy for themselves and like to see their dollars go farther. But the sheer inventiveness of the designs is often overlooked when selling such pieces.

Nanis, the newest company to join the Italian Jewelry Guild, Beverly Hills, CA, offers a metal-intensive line that continually surprises. The company, headquartered near Vicenza, produces a variety of cleanly designed collections clearly geared toward women who work in professional capacities.

A Twist

On closer inspection, the designs are only the beginning of the brilliance. A lariat can quickly transform into a simple round necklace to protect the purchaser from the whims of fashion-of-the-moment. A bracelet can be unwound to double as a necklace. Clasps work in harmony so various pieces can be joined to form longer neckwear. Many pieces are reversible.

Nanis’ crown jewel of changeability, however, is a line called Transformista. The necklace, constructed of contrasting matte and polished organic shapes, is an elegant, serene jewel when lying flat against the skin. But when you twist it like a telephone cord, the necklace becomes an utterly new piece of jewelry – three dimensional, kinetic and suited to a livelier, more modern mood.

Detailed instructions are included with the jewelry to help consumers figure out the different ways to wear their pieces. Nanis also features distinctive packaging and a club consumers can join online to receive free gifts and marketing materials.

u Nanis, Trisso, Italy, c/o Italian Jewelry Guild, Beverly Hills, CA; (323) 653-4705, www.nanis.it, info@ijg.com.

– by Peggy Jo Donahue


Above and left: The Transformista necklace lies flat in one incarnation but changes into a new look with a just a twist.
Nanis’ fashionable Dada collection features popular paper-clip-style links.

Copyright © 2002 by Bond Communications