THE STORY
Alef Gioielli is a handmade creation born out of the collaboration of three individuals: a mother with over thirty years of experience as a Goldsmith Artist and her two children, Giovanni, a designer and creative, and Anna, a marketing manager
Giovanni: “Fashion, now as never before, is the most efficient communication tool. But yet, sometimes, I see it as a detached world. I would like to create a more intimate bond with the things that we wear.”
Obtains the Graphic Arts diploma and after school, he starts studying as self-taught with books and documentaries. In this way, he discovers the hidden message of colours, symbols and alongside he keeps deepening design and graphics studies.
At the age of 22 he starts experiencing, combining video with design and design with graphics. He therefore holds the role of graphic designer, film maker and interior designer for clubs and offices in Rome.
At 25 he decides to make a change in his life by reconsidering everything that he learned, taking all his achievements and all his failures and embark on a new challenge.
“Alef is the means through which I express myself and push my boundaries; it is a part of me. Creating something from nothing is, for me, the ultimate expression of creativity.”
Alessandra: “I realised I was growing old with my job, and I needed to create with new eyes”.
She starts at 22 years old the Ornamental Arts School in Rome. Right after that, she works in a jewellery laboratory to learn the wax processing and refine the banquet technique. For the next 30 years she devotes her time to the creation of wax jewels, alternating the artisanal work with the duties of a wife and of a mother of three.
After collaborating with different romans goldsmiths and with the Vatican Museums in the production of exhibits, at the age of 54 she decides to create her own brand especially for young people.
However, used to work under customers’ commissions with specific requests, and always addressed to an adult target, she finds in the boy the right inspiration to understand what young people can like and renew her creativity.
“Alef represents for me the bond with Giovanni and Anna, the fulfillment of the affection and love that I have tried to convey to them over the years of their growth”
Anna: “One of Giovanni’s qualities is his ability to unite, find opportunities, and create something new. Building a brand together with him and mom means sharing something significant for me, and being able to convey and communicate it is a challenge”
Graduate in communication has embarked on this adventure to put into practice the knowledge acquired during her years of university education.