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Faraone Mennella's Fine Jewelry Line Bows at Harrods

The brand, whose designs are selling alongside Dior Joaillerie, Hermès, Garrard and Buccellati, will be promoted across the ground floor for the month of March.

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ITALY ROCKS: Italian jeweler Faraone Mennella is landing with a bang at Harrods’ new Fine Jewelry room. The brand, whose designs are selling alongside Dior Joaillerie, Hermès, Garrard and Buccellati, will be promoted across the ground floor for the month of March. Images of Roberto Faraone Mennella’s and Amedeo Scognamiglio’s most famous pieces will be projected onto big screens near the main entrance and the Egyptian escalator, while ads will appear on elevator doors, and as standalone displays and visuals throughout the space. Jewels on the screens will include the Ice Princess necklace made from Brazilian aquamarines; the 18-karat yellow gold Khalifa collection; and the Artemisia Couture Necklace, with its Australian black opal and green diamonds.

“Fine jewelry is selling more than ever, becoming once again the ‘investment’ purchase that it always was in the past. Luxury is alive and well,” said Scognamiglio, who first brought the brand to London three years ago with a standalone store in Belgravia. He added that he and Faraone Mennella also plan to exhibit their most precious piece at Harrods: A rare black opal necklace in green and white diamond pave, with a price tag of 2.4 million pounds, or $4 million, at current exchange. Helen David, fashion director of women’s wear, accessories, fine jewelry and children’s wear at Harrods told WWD the store chose to highlight Faraone Mennella because: "By showcasing new brands, it cements Harrods Fine Jewelry room” as a distinctive retail destination with a breadth and depth of collections.

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