| Buccellati |
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(1919 - present) In 1903, Mario Buccellati revived the family tradition, apprenticing at Milan’s prestigious Beltrami & Beltrami. In 1919, Buccellati took over the firm, changing its name to Buccellati. International acclaim came quickly. Exhibiting at Madrid’s 1920 Exposition, Mario Buccellati caught the public’s attention when he hurled an expensive compact out a window when a woman asked for a discount, shouting, “I am not a tradesman!”The next day, hundreds turned up to look at his booth, curious to see the unknown jeweller’s pieces. Everything sold. Buccellati was then invited to exhibit his work at a solo show; Spanish aristocrats came in droves, including the royal family who became lifelong clients. In the years that followed, Buccellati’s work gained a loyal following in Italy and abroad. Poet Gabriele D’Annunzio dubbed him “The Prince of Goldsmiths” and ordered pieces by the hundreds. As his five sons came of age, all but one entered the business: Frederico, Gianmaria, Luca, and Lorenzo. New stores were opened in Rome (1925) and Florence (1929). In 1951, Buccellati became first Italian jewellery designer with a location on Fifth Avenue in New York City. In 1967, when Mario Buccellati died, the brothers split the business. Lorenzo and Frederico looked after the flagship stores in Italy. Luca and Gianmaria assumed control of stores in the United States, rapidly expanding to other locations in Hong Kong, (1970), Japan (1972), Monte Carlo (1976), and Paris (1979). The third generation has now assumed control of the firm and has continued to expand its international presence.
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