It was kind of destiny for Chiara Ferragni to become the ambassador and face of the Pomellato for Women campaign. Just a few weeks, before the Milan based jewelry firm reached out to her she had purchased one of their new Iconica rings. The powerhouse Italian influencer who has over 11-million followers on Instagram is also a designer and CEO of her company.
“This is the logical next step for Pomellato for Women, which includes women who have forged a personal path with intelligence, character, strength and the drive to be independent, with a contemporary vision of the world,” explained Pomellato’s CEO Sabina Belli to WWD.
In celebration of the dynamic black and white images shot be famed lensman Peter Lindbergh, Chaira explained what jewelry means to her. Find out more in this exclusive Q & A.
What role does a jewel play when you choose your outfit?
I like mixing. I do not change jewels every day but I love wearing a ring, a necklace or earrings often in my daily life. For the most special occasions like a red carpet or an event, sometimes it happens that I build my whole outfit around the jewels that I want to wear. I do not have a precise rule, but I follow my instinct, as in everything else.
How do you wear jewels and what do they account for in your personal style?
I like wearing a lot of jewels together and this is also the key to Pomellato aesthetics. Mixing up different jewels in an unexpected way is my approach and the key to my style.
Can jewels be something women buy to empower themselves?
I think it’s great to have the power to buy something that makes us feel special like a jewel. It is a bit of a symbol of independence and success, which is my philosophy of life. Do not wait for someone to give you a present, but work hard to get it.
Have you ever bought a Pomellato piece as an act of self-gratification?
Yes, I bought my first Pomellato ring, the Iconica one, just a few weeks before receiving the call from the Maison. I was at a professional highpoint and wanted to reward myself. Call it destiny! Certainly, it is special to receive a present from your beloved, but for a woman, buying something for herself is even more unique. It is synonym of power and a statement of independence.
What brings you close to Pomellato?
The Italian roots, the massive use of rose gold that I go crazy for and the idea of thinking outside the box. Sometimes you do not have to choose one of the pre-established routes but you have to create your own one, as I did in my life and Pomellato in its history.
How do you feel being a pioneer in the digital fashion world is something that connects you to the unconventional spirit of Pomellato?
Being the first one to do something different. This is what I did in social media and this is the same spirit that Pomellato has since its foundation. I was so brave in changing the rules of the game and in defining what be an influencer means today. At the same time, Pomellato creates a new way to make jewels that are sophisticated and unexpected in the use of stones and materials. Be Bold! This is the motto for me and Pomellato.
Pomellato is deeply Milanese. What does Milano represent to you?
To be Milanese today means to be like the world around us is. Today, Milanese people are open to the world, to different cultures and to changes. And I think that these changes are the core of the Milanese culture. This is true for fashion and luxury houses, but also for technology, design and arts that happen in Milano. Make something new with a very sophisticated and elegant attitude is what to be a Milanese means to me. And I think that these are the same values of Pomellato. Be brave, be ready to something new but with a huge passion for the Italian lifestyle that means good taste, good food, and fantastic jewels!