Founded in 1924, Damiani is an Italian jewelry company known worldwide for the excellence of its creations: every Damiani jewel is a unique work of art, handcrafted by expert goldsmiths and the result of unique designs, great attention to detail and the use of high-quality gems. Working within the company since 1985, Silvia Damiani and her brothers Guido and Giorgio head the company developing and evolving the business values and style that the Damiani Family is renowned for. The goldsmith workshop has become over the years a modern company recognized worldwide for their unique creations. Now in its third generation, with Silvia as their female image, Damiani is not just a prestigious jewelry brand, but a company which promotes the Made in Italy in the world through the synergy of five other brands of excellence, each with its unique image. During the conversation, part of Enhancing The Future project, Silvia Damiani went through the milestones of Damiani Group story, starting from a small family company to an international icon of Made in Italy beauty and craftmanship. During the pandemic Damiani managed to keep customers close through digital channels and, for the future, the idea is to divide the customer experience in two phases: the first one is creating a virtual showroom to look at jewel and the second one is in the shop, where the customer finalizes the purchase while living a live experiencing  that better expresses the uniqueness of a jewel. Silvia Damiani also stated that we need time to understand what the new normal is, as the crisis really changed people’s behaviors and that we need to understand how to live at a different speed.