866-992-4288VIALUXE 20 Q&A WITH DE GRISOGONO'S FAWAZ GRUOSI
In the game of luxury de Grisogono makes its own rules. When other manufacturers
wouldn’t touch black diamonds – they celebrated them and started a trend that has
lasted a number of years. They are as much artisans and they are jewelers with a
large percentage of their pieces being one of a kind. This year they are showing
the world that gold jewelry doesn’t have to be gold – and are potentially starting
yet the next black diamond trend with their “blackened gold” pieces.
Vialuxe caught up with de Grisogono chief Fawaz Gruosi at the Chateau Marmont in Hollywood, CA last week just before the Oscars and snuck in a quick game of 20 questions.
Here is what he had to say:
VIALUXE:
What does the de Grisogono brand stand for?
FAWAZ GRUOSI:
DG is based on my love for jewelry and personal creativity and to be different from what is out there in the market. 65-70% of our pieces are unique and as you can tell we have a different style from what is out there and in the rest of the world. I love colors and colors are a sign of happiness so somehow I guess I am trying to make people happy. When I design I am always looking for different styles or different materials. I don’t generally go for the usual white diamond and gold jewelry. A long time ago I was the first one to use black diamonds in my jewelry design which had not been used before. People were shocked and competitors didn’t have anything to nice to say about it – then it became hot, and now it's considered classic. After that the market was looking for something different so I came out with something that always existed – but nobody ever used, which were the “icy diamonds”. They are white diamonds that aren’t transparent. They are actually more milky and that was another success. Then I decided to use stingray in jewelry which is something that has never been used before. Now I am starting to used blackened or browned gold and people are saying “why do I have to pay so much for this and nobody realizes it's gold?” This is de Grisogono. We don’t make jewelry just to show off. We do this for the love of the business and because it’s art. We don’t think commercially and it's working.
VIALUXE:
What international markets are most important to the future growth of de Grisogono?
FAWAZ GRUOSI:
Up until today it was definitely Europe. For the last few years, I have been working in the States and the Far East (Middle East) and we are starting to see some success but we still have a long way to go to reach where we are in Europe but I am quite confident we will get there. I have been here over the last few days and the positive reactions I have received regarding the collection now are starting to make me believe that people are quite pleased with our designs.
VIALUXE:
This is a big year for de Grisogono – being your 15 year anniversary….
FAWAZ GRUOSI:
I am quite young.. I don’t look young – but I am only fifteen (laughter).
VIALUXE:
There is already a buzz around some of your limited edition pieces. What can you tell us about them?
FAWAZ GRUOSI:
We are basically 65-70% unique pieces. Those will not be presented in Basel [at the annual BaselWorld watch and jewelry trade show]. The other 30% will be presented in Basel. We are coming out with what I believe are two revolutionary watches. For the first time in the world in the Swiss industry, I have been able to make a mechanical digital watch. It is probably the most complicated watch in the world – inside. It's a dual time watch and it's totally mechanical and digital.
VIALUXE:
We heard that you were raised in Florence. How has Italian style influenced your designs?
FAWAZ GRUOSI:
I don’t know. I spent some time in Florence from the ages of 7. I was born in Lebanon then I was traveling all over the world. So I think it’s a combination. It’s a cocktail of culture that mixes Florentine and Oriental tastes with some flavors of New York, Paris and London – all places I have lived in my life.
VIALUXE:
What does Fawaz Gruosi do in his free time?
FAWAZ GRUOSI:
(Laugh) Working.. That is how I spend my free time. I don’t really have free time. If I wasn’t working, I wouldn’t be happy.
VIALUXE:
What other types of products might de Grisogono explore in the future?
FAWAZ GRUOSI:
I recently started doing handbags but kept the quality to very high standards – not only the materials but the manufacturing details. They are only available through our boutiques which there are only 16. So there is a level of exclusivity. If one day I decided to do something else, it will be held to the same standards and worthy of our image in very selected amounts.
VIALUXE:
What other brands do you admire outside of de Grisogono?
FAWAZ GRUOSI:
That’s a hard question. Before I started de Grisogono I worked for two major companies and I stopped working for them because I didn’t understand why they were changing. Twenty five years ago they were amazing. They had a huge history and somehow today these big companies seemed to have lost their soul as a jeweler. Big jewelry companies today all come from a financial perspective and making money and large production is all they care about. This is exactly the opposite of what de Grisogono is today. I am refusing to do this. I don’t want to be pretentious and say we are the only ones who aren’t like that but many brands also used to be like this…some time ago.
VIALUXE:
In the luxury world you and your wife are the most powerful couple – that has to be some interesting dinner conversation. Do you share ideas?
FAWAZ GRUOSI:
Yes, we go to sleep talking about watches and when we wake up we talk about jewelry
VIALUXE:
I read that your daughter will be joining de Grisogono. What advice did you give her before she started?
FAWAZ GRUOSI:
She started a few months ago and before she decided which part of the company she wanted to work in, I told her to go work 2-3 weeks in every department to help her understand what she really wants to do. I think by June she will probably be ready to make up her mind and find her own way.
VIALUXE:
You are a man of style. Who is your favorite men’s fashion designer?
FAWAZ GRUOSI:
I don’t wear any fashion designers. I have had a tailor since I was a kid but I do admire some designers.
VIALUXE:
There have been many famous women who have worn de Grisogono on the red carpet. Is there a specific clothing designer that you feel best matches de Grisogono’s look and style?
FAWAZ GRUOSI:
The more simple the clothes, the better it is for the jewelry. If the dress is too colorful or heavy, it overwhelms the look and doesn’t showcase the jewelry properly.
VIALUXE:
What is Fawaz Gruosi’s definition of luxury?
FAWAZ GRUOSI:
The most normal answer is simplicity but that’s too obvious. From the jewelry perspective, I think luxury is all about the attitude of the woman. What I do is not that simple in the sense that we make a statement. I don’t mean it has to beautiful, but it has to be seen. I don’t understand when people say “it’s too big”. It's like clothes. You wear things to look better or feel good and a piece of jewelry is like that. It has to be seen and a woman has to feel comfortable with it.
VIALUXE:
What feeling or emotion do you hope de Grisogono conveys?
FAWAZ GRUOSI:
I think I am doing something that is a bit different. The base is definitely classic and is totally refreshed for the woman of today. This means you can wear our jewelry with jeans or with a long dress, during the day or in the evening.
VIALUXE:
What is your favorite food/dish and what would you pair it with?
FAWAZ GRUOSI:
I love pasta and although I am Italian, I love Bordeaux and California wine.
VIALUXE:
Tell us something no one else knows about Fawaz Gruosi.
FAWAZ GRUOSI:
(laugh) Everybody knows everything about me. It’s funny, somebody called me from Switzerland and knew everything I did last night. It's amazing.
VIALUXE:
What type of music do you listen to?
FAWAZ GRUOSI:
Depends on the moment. Sometimes I like very romantic music. I am a very romantic person even though I don’t look like it. If I have to choose, I would say romantic music but it depends on my state of mind. Sometimes I like disco type stuff and I love jazz. Just depends on the moment.
VIALUXE:
What watch are you wearing?
FAWAZ GRUOSI:
This is the very first watch (Instrumento Dual Time). I am attached to it because it's engraved. When I started, my employees bought it with their own money and they engraved it and they gave it to me as a gift.
VIALUXE:
If someone made a movie about your life and you were consulted, what actor would play Fawaz Gruosi?
FAWAZ GRUOSI:
I don’t know but sometimes they tell me I look like Jack Nicholson.
VIALUXE:
Thanks for the time Mr. Gruosi its been my pleasure. I think we are done. Is there anything else we should cover?
FAWAZ GRUOSI:
No, it’s been fun, thank you.
Vialuxe caught up with de Grisogono chief Fawaz Gruosi at the Chateau Marmont in Hollywood, CA last week just before the Oscars and snuck in a quick game of 20 questions.
Here is what he had to say:
VIALUXE:
What does the de Grisogono brand stand for?
FAWAZ GRUOSI:
DG is based on my love for jewelry and personal creativity and to be different from what is out there in the market. 65-70% of our pieces are unique and as you can tell we have a different style from what is out there and in the rest of the world. I love colors and colors are a sign of happiness so somehow I guess I am trying to make people happy. When I design I am always looking for different styles or different materials. I don’t generally go for the usual white diamond and gold jewelry. A long time ago I was the first one to use black diamonds in my jewelry design which had not been used before. People were shocked and competitors didn’t have anything to nice to say about it – then it became hot, and now it's considered classic. After that the market was looking for something different so I came out with something that always existed – but nobody ever used, which were the “icy diamonds”. They are white diamonds that aren’t transparent. They are actually more milky and that was another success. Then I decided to use stingray in jewelry which is something that has never been used before. Now I am starting to used blackened or browned gold and people are saying “why do I have to pay so much for this and nobody realizes it's gold?” This is de Grisogono. We don’t make jewelry just to show off. We do this for the love of the business and because it’s art. We don’t think commercially and it's working.
VIALUXE:
What international markets are most important to the future growth of de Grisogono?
FAWAZ GRUOSI:
Up until today it was definitely Europe. For the last few years, I have been working in the States and the Far East (Middle East) and we are starting to see some success but we still have a long way to go to reach where we are in Europe but I am quite confident we will get there. I have been here over the last few days and the positive reactions I have received regarding the collection now are starting to make me believe that people are quite pleased with our designs.
VIALUXE:
This is a big year for de Grisogono – being your 15 year anniversary….
FAWAZ GRUOSI:
I am quite young.. I don’t look young – but I am only fifteen (laughter).
VIALUXE:
There is already a buzz around some of your limited edition pieces. What can you tell us about them?
FAWAZ GRUOSI:
We are basically 65-70% unique pieces. Those will not be presented in Basel [at the annual BaselWorld watch and jewelry trade show]. The other 30% will be presented in Basel. We are coming out with what I believe are two revolutionary watches. For the first time in the world in the Swiss industry, I have been able to make a mechanical digital watch. It is probably the most complicated watch in the world – inside. It's a dual time watch and it's totally mechanical and digital.
VIALUXE:
We heard that you were raised in Florence. How has Italian style influenced your designs?
FAWAZ GRUOSI:
I don’t know. I spent some time in Florence from the ages of 7. I was born in Lebanon then I was traveling all over the world. So I think it’s a combination. It’s a cocktail of culture that mixes Florentine and Oriental tastes with some flavors of New York, Paris and London – all places I have lived in my life.
VIALUXE:
What does Fawaz Gruosi do in his free time?
FAWAZ GRUOSI:
(Laugh) Working.. That is how I spend my free time. I don’t really have free time. If I wasn’t working, I wouldn’t be happy.
VIALUXE:
What other types of products might de Grisogono explore in the future?
FAWAZ GRUOSI:
I recently started doing handbags but kept the quality to very high standards – not only the materials but the manufacturing details. They are only available through our boutiques which there are only 16. So there is a level of exclusivity. If one day I decided to do something else, it will be held to the same standards and worthy of our image in very selected amounts.
VIALUXE:
What other brands do you admire outside of de Grisogono?
FAWAZ GRUOSI:
That’s a hard question. Before I started de Grisogono I worked for two major companies and I stopped working for them because I didn’t understand why they were changing. Twenty five years ago they were amazing. They had a huge history and somehow today these big companies seemed to have lost their soul as a jeweler. Big jewelry companies today all come from a financial perspective and making money and large production is all they care about. This is exactly the opposite of what de Grisogono is today. I am refusing to do this. I don’t want to be pretentious and say we are the only ones who aren’t like that but many brands also used to be like this…some time ago.
VIALUXE:
In the luxury world you and your wife are the most powerful couple – that has to be some interesting dinner conversation. Do you share ideas?
FAWAZ GRUOSI:
Yes, we go to sleep talking about watches and when we wake up we talk about jewelry
VIALUXE:
I read that your daughter will be joining de Grisogono. What advice did you give her before she started?
FAWAZ GRUOSI:
She started a few months ago and before she decided which part of the company she wanted to work in, I told her to go work 2-3 weeks in every department to help her understand what she really wants to do. I think by June she will probably be ready to make up her mind and find her own way.
VIALUXE:
You are a man of style. Who is your favorite men’s fashion designer?
FAWAZ GRUOSI:
I don’t wear any fashion designers. I have had a tailor since I was a kid but I do admire some designers.
VIALUXE:
There have been many famous women who have worn de Grisogono on the red carpet. Is there a specific clothing designer that you feel best matches de Grisogono’s look and style?
FAWAZ GRUOSI:
The more simple the clothes, the better it is for the jewelry. If the dress is too colorful or heavy, it overwhelms the look and doesn’t showcase the jewelry properly.
VIALUXE:
What is Fawaz Gruosi’s definition of luxury?
FAWAZ GRUOSI:
The most normal answer is simplicity but that’s too obvious. From the jewelry perspective, I think luxury is all about the attitude of the woman. What I do is not that simple in the sense that we make a statement. I don’t mean it has to beautiful, but it has to be seen. I don’t understand when people say “it’s too big”. It's like clothes. You wear things to look better or feel good and a piece of jewelry is like that. It has to be seen and a woman has to feel comfortable with it.
VIALUXE:
What feeling or emotion do you hope de Grisogono conveys?
FAWAZ GRUOSI:
I think I am doing something that is a bit different. The base is definitely classic and is totally refreshed for the woman of today. This means you can wear our jewelry with jeans or with a long dress, during the day or in the evening.
VIALUXE:
What is your favorite food/dish and what would you pair it with?
FAWAZ GRUOSI:
I love pasta and although I am Italian, I love Bordeaux and California wine.
VIALUXE:
Tell us something no one else knows about Fawaz Gruosi.
FAWAZ GRUOSI:
(laugh) Everybody knows everything about me. It’s funny, somebody called me from Switzerland and knew everything I did last night. It's amazing.
VIALUXE:
What type of music do you listen to?
FAWAZ GRUOSI:
Depends on the moment. Sometimes I like very romantic music. I am a very romantic person even though I don’t look like it. If I have to choose, I would say romantic music but it depends on my state of mind. Sometimes I like disco type stuff and I love jazz. Just depends on the moment.
VIALUXE:
What watch are you wearing?
FAWAZ GRUOSI:
This is the very first watch (Instrumento Dual Time). I am attached to it because it's engraved. When I started, my employees bought it with their own money and they engraved it and they gave it to me as a gift.
VIALUXE:
If someone made a movie about your life and you were consulted, what actor would play Fawaz Gruosi?
FAWAZ GRUOSI:
I don’t know but sometimes they tell me I look like Jack Nicholson.
VIALUXE:
Thanks for the time Mr. Gruosi its been my pleasure. I think we are done. Is there anything else we should cover?
FAWAZ GRUOSI:
No, it’s been fun, thank you.
