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In conversation with Chiara Ferragni

The international blogger and businesswoman opens up about her new campaign with Pomellato and what jewellery means to her

Lucinda Turner
Lucinda Turner,

One of the most recognisable figures in the fashion industry, Chiara Ferragni is the owner of the hugely successful website and e-commerce business The Blonde Salad, as well as an eponymous footwear line, and is now adding brand ambassador for Pomellato jewellery to her CV. Since launching her blog in 2009, Ferragni has become a global phenomenon. She has amassed over 11.6 million followers on Instagram and became the CEO and president of her own fashion empire in 2017. Her association with Pomellato’s PomellatoForWomen campaign seems a natural fit for such a high achieving woman.

As well as showcasing exquisite jewellery, PomellatoForWomen creates a platform for communication between like-minded women and celebrates female leadership. Women comprise over 75% of the workforce at Pomellato and Sabina Belli has been the brand’s CEO since 2015. “For PomellatoForWomen we really went back to our roots to where and when it all began: with, and for, women. And it’s an idea worth returning to because the question of women’s rights is very much alive today. Pomellato jewels act as exquisite frames for the real works of art – the women themselves – and this is who we want to celebrate with our campaign,” Belli says.

Shot in black and white by renowned photographer Peter Lindbergh, the images celebrate natural beauty as well as the true grace of both Ferragni and the pieces themselves. We caught up with Ferragni about the campaign and what jewellery means to her.

How do you choose which jewellery to wear with an 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 does the jewellery you wear convey your own personal style?
I like wearing a lot of jewels together and this is also the key to Pomellato’s aesthetic. Mixing up different jewels in an unexpected way is my approach and the key to my style.

Have you ever bought a piece of Pomellato jewellery for yourself?
Yes, I bought my first Pomellato ring, the Iconica one, just few weeks before receiving the call from the brand. I was at a professional high point and wanted to reward myself – call it destiny!

Certainly, it is special to receive a present from your loved one but, for a woman, buying something for yourself is even more unique. It is a symbol of power and a statement of independence.

Do you think that buying jewellery can be empowering for women?
I think it’s great to have the power to buy something that makes us feel special, like jewellery. It is a bit of a symbol of independence and success, which is my philosophy for life. Do not wait for someone to give you a present, work hard to get it yourself.

Which aspects of the Pomellato brand do you identify with?
Its 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 a pre-established route, you have to create your own one, as I did in my life and Pomellato has done in its history.



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