Verdura high jewellery
Verdura high jewellery
The history of Verdura jewelry trademark began in 1939 and continues to this day, with the changes of owners, ups and downs. The last owner of Verdura jewelry trademark was E. J. Landrigan, Inc. (since 1980s).
The original founder of the brand was Fulco di Verdura (20 March 1898 – 15 August 1978), the great Italian jeweler and artist. His most important step was the collaboration with Coco Chanel, and later, in the 1940s – with Salvador Dali.
Since 1973, the jewelry brand continued the tradition without the participation of its founder.
Born in 1898 in Palermo, Sicily, into a noble aristocratic family, 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 discovered Renaissance art and Raphael. In the office of the villa he found a book with pictures of him and fell in love with art and painting.
After the World War I, Fulco first met Coco Chanel, and the meeting changed all his life.
Coco Chanel at the time was the brightest star in the world of fashion, the synonym of “taste and style.”
Verdura high jewellery
Invited by Coco as the designer of textile, Fulco soon showed an interest in jewelry design, and she noticed it. Coco invited him to create jewelry that could complete the image. In search of inspiration, they traveled a lot. Inspired by a visit to a church in Ravenna, Fulco created bracelets – cuff crowned with Maltese cross, which has already become the 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 admired this city, with its vices, a riot of colors, lust and nightlife. The nocturnal parties «fete de la nuit» with their paradox became not only a means of entertainment, but also an inspiration for Fulco.
In 1934, Fulco, with his friend Baron Nicolas de Gunzberg made a journey to America. There, in America, 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.
Verdura high jewellery
Verdura opened his first boutique Fulco di Verdura on September 1, 1939 on Fifth Avenue, in the heart of Manhattan. Noteworthy, the same day World War II began in Europe. 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.
In 1973 Fulco retired and sold his jewelry house to Josef Alfano. He soon moved to London, where he continued to draw and make sketches until his death in 1978.
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