Webwatch Article
July 14, 2003
http://brandchannel.com/features_webwatch.asp?ww_id=132

Damiani — star studded

The Italian jewelry brand Damiani dates back to 1924, when creator Enrico Grassi Damiani gained notoriety for his stunning designs in the old tradition of classical jewelry. The business was passed down to son Damiano Grassi Damiani who became the leading buyer of diamonds and pearls in Italy, and instrumental in leading the brand to worldwide success.

Today, his wife and children carry on his high-profile vision. Celebrities like Milla Jovovich and Nastassja Kinski have posed for ads, and actor Brad Pitt collaborated with Damiani to create wedding bands for his marriage to actor Jennifer Anniston. (After reconciling a few litigious rumblings, Pitt’s signature ring is available for purchase to commoners.)

As far as luxury jewelry brands go, the Damiani name equals prestige, especially with 18 Diamond International Awards to its credit. Internationally popular, Damiani holds single-brand boutiques in fashionable cities like Milan, Rome, Venice, Berlin, Madrid, Tokyo, Osaka, and Seoul.

Like its jewelry, Damiani.it is expertly designed and crafted -- a sophisticated, virtual showroom. At first click, the user is faced with a few initial choices -- English or Italian? Flash or HTML? Choosing Flash allows for tasteful animated interludes announcing each site section. The center of the page acts as a product and information showcase containing immaculate images of the jewelry, with top and bottom navigation bars hosting topical links for easy browsing.

A click onto the Jewelry section allows users to view the very latest in Damiani design. A main image appears in the center along with the model number and a description of materials. Thumbnail photos of alternate (e.g., earrings, bracelet) versions of the main piece of jewelry appear alongside, replacing the center image when clicked. A scroll menu allows the visitor to choose from a number of designs from “Mondrian” to “Jungle.”

The contents of the site follow the same prototype of display and functionality as the Jewelry section. A click on the Watches section launches a gorgeous Flash teaser, complete with a faint tick-tock sound.

The Art of Jewel launches a superior flash introduction where loose diamonds and a map spill across the screen. Diamond icons appear on the bottom and when clicked, each launches another flash intro to a subsection. Users can click these icons to obtain detailed information on diamond mines, cut, quality control, design and settings. Diamond Mines displays a map locating the treasures’ origin. Quality Control explains the 4Cs (cut, color, clarity and carat). The Book section offers a synopsis of the Damiani philosophy, complete with prose and quotes describing how jewelry and the concept of luxury are the one and the same, how jewelry is created, its social significance and its magical properties.

Clicking on Showroom allows users the option to browse according to preferred type of adornment or material. The Communication section contains all elements PR: candid and campaign images of assorted celebrities wearing Damiani, press releases and clippings.

Among all the glitter, the brand does not forget the details. The About Damiani section is very well executed, with detailed information about the Damiani family story as well as store locations.

Damiani.it is rich in spectacle and information, providing a worthy representation of an historic luxury brand. Sophisticated in site architecture and design, the site truly provides web surfers with a brilliant browsing experience.

Vivian Manning-Schaffel is a freelance writer who lives and works in Brooklyn, NY.

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