Alexander Corolli, the family member and the managing director of the international jewelry house Al  Coro answers our questions.

Good afternoon Mr. Korolli, first of all I want to thank you that you found the time for our interview. Could you tell us, please, the history of the foundation of your company?

My father laid the origins of the modern brand Al Coro in the early 70's in the Italian city -Vicenza - a city of jewelry. He designed jewelry and collections there. These sketches were not new and were not innovative for the Italian market, but very quickly they became recognizable. He received the positive feedback, which gave him confirmation of his way as a designer and he continued the jewelry business. By the end of the 90s, Giuliano Corolli made a name. He became a famous fashion designer in the design of jewelry.

Since you and Daniel Corolli took over the company in 1999, you have changed quite a bit. Did the replacement of the name Corolli Designs on Al Coro increase profits?

When my brother and I took the company in the late 90s, we saw the potential of the brand and developed a marketing strategy related to the company's flowering designs. The combination of exclusive, fashionable design and proper marketing inevitably led to the current success of the brand.

Have you always wanted to work with jewelry or did it come to you from the family?

When a person has already grown to this level and if he still has a propensity for design, it is very simple to make a decision in favor of this industry. I had free choice, and I would like to stick to the family business and to develop.

You have invented the unique style that your customers love. Do you personally design jewelry?

We have the whole collections created by my father and me. For each brand, which is characterized by a certain design basis, every change and innovation in the DNA of jewelry will be too great.

The world of luxury has always been at your home. Nevertheless, the tastes of people vary considerably from year to year. How have you achieved that Al Coro is always in a trend?

Trend for me is always a combination of design, taste and the spirit of the times. I think that we have the benefits from our roots from Italy. The proximity to Italy, to this country, to its culture, helps us easily to adopt the local trends and the ideas to invent all of this in our design or to develop it further.

In your opinion, where do the further trends go? The next ten years...

In the next 10 years, there will be again remarkable years of the jewelry production. Over the past 10 years, the production of watches has come to the fore, but at the moment it is clearly visible a turn towards jewelry. To date, jewelry has been already presented with an exciting design and the highest variety of brands.

How do you see your jewelry? When a woman wears your jewelry, she ...

She becomes dependent on jewelry, individual and she always follows the trends of time. I always quote our motto "jewelry is not what you have, that is who you are".

What does help you to stand out from your competitors and why?

Al Coro differs from its competitors in the way that we keep our own design and high level of production and did not give up in favor of mass and commerce of modern trends and as a consequence a loss of the brand level. We are very proud of this, and it gives us confidence in the continuation of the development of beautiful and quality jewelry.

What are your goals for the coming years?  Are you already there where you wanted to be?

There are many goals that we want to achieve! On the one hand, we are proud of where we currently are and to where we have already arrived. However, there are many markets in which we would like to introduce Al Coro brand. In addition, we are committed to continuous improvement and further development of the process in the existing markets.

The goal of the growing global brand is to present products in successful and stable markets, on which we have already achieved a lot.

Are there significant differences between the European and Eastern European markets? What does your experience say, how are the various trading trends in your market?

While we are here in Europe - mostly in Northern Europe – we see the stable purchasing power. We also expect in the future, after few weak years, an increase in the markets of Eastern Europe.

We, in the online store www.BREGNER.com,  dealing with the sale of luxury goods all over the world. For some clients, luxury is something unusual, and for others - ordinary. How do you see luxury?

Luxury has many different sides. In the world of luxury jewelry, we have to connect the design with a dream. Fortunately, you can get the inspiration from your desires and fantasies and that is not necessary to have them. Others have the opportunity to realize their dreams. Basically, the dream and fantasy lie in the desire of luxury and it directs the person to possess the products from the luxury segment.

In conclusion and strictly between us, what other jewelry houses do you like, with the exception of Al Coro?

To be honest, for me Cartier is the brand which, unlike others, was able to preserve tradition, elegance and timeless design.