Verdura high jewellery
The founder of the famed jewellery brand Verdura – Fulco di Verdura, the great Italian jeweler and artist. The Company was founded in the early 20th century, and an important step was the collaboration with Coco Chanel, later, in the 1940s – with Salvador Dali. Since 1973, the jewelry brand continues its tradition without the participation of the founder. Today Verdura produces a relatively affordable decorations, as well as unique individual jewelry pieces. Duke Fulco di Verdura was born in 1898 in Palermo, Sicily, into a noble aristocratic family. The family and the title imposed certain obligations on genus, and the boy grew up in an atmosphere of regulated customs and traditions, formed for three centuries. Since childhood, Fulco di Verdura was surrounded by luxury, elegance and beauty. Works of art and antiques of the family estate, natural beauty of the island of Sicily and the azure sea have greatly contributed to the formation of the aesthetic and creative vision of the future jeweler.
At the age of 10, Fulco discovers a world of Renaissance art – Raphael. In the office of the villa he finds a book with pictures of him and falls in love with art and painting. After the World War I, Fulco first meets Coco Chanel. And this meeting turns the whole life of Fulco.
Coco Chanel at the time was the brightest figure in the world of fashion, then her name was associated with the concepts of “taste” and “style.” Invited by Coco as the designer of textile, Fulco soon demonstrates an interest in jewelry design. These abilities were noticed by Chanel.
Coco invites him to create jewelry that could complete the image by Chanel. In search of inspiration, they travel a lot. Inspired by a visit to a church in Ravenna, Fulco creates bracelets – cuff crowned with Maltese cross, which have already become legend and part of the heritage of Chanel house.
While living in Paris, which in the 20s of the XX century became the center of cultural life, Fulco met with representatives of the creative elite of the time: Picasso, Ernest Hemingway, Diaghilev. He seemed bewitched by this city, with its vices, lust and nightlife. These nocturnal parties «fete de la nuit» with their paradox, a riot of colors and scale, became to Fulco not only a means of entertainment, but also an inspiration.
In 1934, Fulco, with his friend Baron Nicolas de Gunzberg made a journey to America. There, in America, Fulco did not have past, but before him was the future, with the vast prospects and the most courageous creative plans. It was the golden age of Hollywood, and Fulco was to become a part of this world. Soon, Diana Vreeland introduced Fulco with Paul Flato, the star jeweler of New York. Paul Flato opened his boutique in Hollywood, offering Fulco to join him. Soon jewelry collection “Verdura for Flato” became famous and popular among Hollywood stars and high society of the West Coast.
September 1, 1939 on Fifth Avenue in the heart of Manhattan opened first boutique Fulco di Verdura, on the same day in Europe began World War II. Thanks to the muse of Fulco Babe Paley, the fashion icon of the time, Fulco sets the tone in the world of jewelry and gained a reputation as a jeweler, whose works can afford only the upper society.
Over the years Fulco has created masterpieces of modern jewelry. In 1973 Fulco di Verdura resigns and sells jewelry house to Josef Alfano. He soon moved to London, where he continued to draw and make sketches until his death in 1978.