By Diana S. Zimmerman

Massimo Zerbini, like all great marketing talents, has immersed himself in the growth and evolution of the brands distributed by his company Opera Jewels. Today, he has created a new brand, Opera Omnia. As its name implies, it is an Italian masterpiece that utilizes the audacity of its aesthetic choices to elevate the artistry of Italian goldsmithing to unparalleled new heights.

It is said that a Stradivarius violin “sings as none have ever done before, with a clearer voice and greater volume, a pureness of tone that makes it seem almost alive.” Each violin is given a name, and is cherished by its fortunate owner. And so it can be said of Opera Omnia’s first jewellery collections—so expertly crafted that these pieces, too, seem to sing with a pureness of design and an expertise of craftsmanship that defy previous standards.

From the beginning of this endeavour, Zerbini has played an essential role in the evolution of the Opera Omnia brand. He has assembled the finest artisans and designers to create a remarkable team that is focused on building a new, strong, and distinctive brand identity through a style and set of values that reflect the post-modern world of ultimate luxury. By incorporating precious gems and only the highest quality materials, Opera Omnia is achieving a prestigious status for its superior design, stone quality, and superb manufacturing. Opera Omnia’s first two collections can be described as having a strong emotional impact. The jewels feature dramatic colours and uncommon shapes that enhance the subtleties between light and shadow. The Canouan line is inspired by the dream of a private, exclusive world surrounded by the splendid sea of the southern Antilles, a refuge surrounded by pristine nature, a varied landscape of green hills, secluded bays, and white sandy beaches.

The second collection, Saba, magically takes a step back in time. It evokes an unspoiled landscape on a Caribbean island, and is a monument to Nature’s best, both above and below the ocean’s surface. Lively chromatic combinations of pink gold, jet, multi-colour sapphires, and tsavorite create natural echoes of this enchanted land. “At Opera Omnia, we pay great attention to even the slightest detail in crafting our jewellery,” explains Zerbini. “This helps to make the jewels unique.” As for the wearer of these original pieces, he describes the Opera Omnia woman as “an individual who is self-confident, dynamic, cosmopolitan, and very often a selfpurchaser. She is proud to reveal the different aspects of her personality.” In terms of distribution, the brand has decided to work only with select retailers. Following the successful strategy of Opera Jewels, Opera Omnia will work closely with these stores to help develop business. The brand’s strategy and co-marketing activities for 2010- 2011 are focused on three pillars: working closely with retailers to support them throughout their business development; having a consistent communication plan to help increase awareness and visibility of the Opera Omnia brand with retailers’ final customers; organizing local events to enhance the importance of the brand, its brand image, and identity at the point of the sale.

As part of Opera Omnia’s communication plan, the brand will use co-op marketing in local media suggested by retailers to promote its jewellery with final consumers as well as in retailers’ own catalogues, for example. In terms of other activities, it foresees sponsorship of, and participation in, trunk shows, parties, and other events. “For our best clients, we have allocated a certain marketing contribution based upon the retailer’s total annual turnover,” says Zerbini. Rarely does the jewellery industry experience such an amazing new offering, one that, like a Stradivarius, is destined to set new standards, not just for today, but for generations to come. Opera Omnia is truly an Italian masterpiece.

www.operajewels.com