MILAN — Milanese jewelry label Atelier VM is celebrating its 20th anniversary with the opening of a corner at London’s department store Liberty London this week.
Founded by friends Viola Naj-Oleari and Marta Caffarelli in 1998, Atelier VM offers handmade gold jewels defined by a sophisticated discretion. The tiny dimensions, the balanced proportions and the hyper-chic combinations of natural stones and special enamels — these realized by artisans in Naples — characterize the brand’s offering, spanning from small bracelets to easy-chic necklaces and design-inspired rings. Retail prices range from 25 euros to 2,500 euros.
“Our brand really reflects a certain Milanese aesthetic, however our iconic minimalism is also rooted in the signature New York style,” explained Naj-Oleari. “Twenty years ago we actually established the company to satisfy the requests coming from Barneys, which for three years was basically our sole client in the world. Then Sept. 11 happened, the crisis hit the United States and they stopped working with us to focus on more flamboyant, expensive pieces.”
A ring from Atelier VM’s collection.
However, Naj-Oleari and Caffarelli kept their business alive and developed collaborations with a range of high-end stores, including Wait and See in Milan, Assembly New York and Paris’ Le Bon Marché, where the company inaugurated a