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Monday, 30 October 2023

Natural Soul

Natural Soul

Sophisticated and simple, linear and complex at the same time. This is Fair Line’s Mellifera Collection, just like Mother Nature’s “engineering” work that inspired it: the beehive.

A construction whose cells precisely summarize linearity, refinement and lightness. To understand the meaning of Mellifera, all it takes is a quick rewind to the origins of this now historic Vicenza brand.

In 1989, the concept of business ethics was not as present in everyday life as it is today, nor was the idea of sustainability, one of the priority mainstreams of our times. And yet, when Gabriella Centomo founded the company, she had precisely this in mind: to create a jewellery company dedicated to fairness towards both the customer and the environment. Hence the naming, Fair Line, conceived as a mission that, more than thirty years later, can be said to have been achieved. At the origins of the success is also a very precise choice of field: to specialize in the distribution of 14-carat gold jewellery with the aim of becoming a point of reference on the international market in terms of range of stock, guaranteed quality of the goods and the numerous additional services offered.

Fair Line therefore immediately began to target market areas that were then at the dawn of their potential, gaining a leading role especially in Eastern Europe. Once the distribution side was consolidated, the Fair Line family began to expand and set its sights on new goals. 1999 saw the birth of the first collections made entirely in-house, from creativity to the finished product. And here we come to Mellifera, whose concept recalls the world of bees, one of the main environmental problems of recent years. Behind these clean and sophisticated lines lies a production system with an ecofriendly governance that uses renewable energy sources, has a tree planting program and in 2021, had reached 25% of sales from recycled gold.

Lorenza Scalisi, Ediotor VO+

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