Endorsed and worn by the world’s most famous divas in the 1950s, such as Jacqueline Kennedy Onassis, Ingrid Bergman and Audrey Hepburn, Chantecler‘s jewellery pieces evoke infinite joie de vivre. The brand, inspired by the eccentricity and light-heartedness of Capri, offers distinctive designs reminiscent of the island’s laidback yet sophisticated lifestyle. Founded by Pietro Capuano and Salvatore Aprea in 1947, Chantecler continues to captivate jewellery lovers all over the world. Maria Elena Aprea, Chantecler’s Creative Director, speaks to SolitaireLuxe about the brand’s creative journey.
What is it about Capri that inspired your father, Mr Salvatore Aprea, to launch a jewellery brand almost 70 years ago?
Capri’s enchanting beauty is the raw material behind Chantecler’s creative genius. The island has inspired visitors for centuries not only for its shimmering seas and stunning coves and beaches, but also for its fine art, culture, unique atmosphere and lifestyle. During the Dolce Vita era in the 1950s, as a result of the creativity of the island and the unmistakable flair of its talented artisans, Capri became the symbol of chic, understated style. Social life was sparkling when the first Chantecler boutique was founded by Pietro Capuano (nicknamed Chantecler) and our father, Salvatore, attracting international movie stars, princesses and celebrities.
What do you remember most about Capri while growing up?
In Capri, everything is more vibrant — the perfume of jasmine, the colours of the sunset, the intriguing smile of a young woman. Being natives of Capri, our challenge is to reproduce the shades of nature and the shapes of its architecture, replicating elsewhere the intensity of the emotions that only Capri can give.
What are the three notable changes you’ve made to Chantecler’s design philosophy when you took over the management?
In the middle of 1990’s, the inevitable generational transfer took place. We transformed the sophisticated niche brand into a worldwide recognised company, while remaining strongly committed to our unique heritage. It was important for the brand to have a solid presence and an international showcase in the most prestigious business hubs in order to start the wholesale distribution. So we opened two flagship stores in Italy, and more abroad.
Please describe the brand’s signature designs, especially the Campanelle.
The history of Chantecler’s Campanelle goes back to 1944. It was inspired by the legend of Saint Michael, who aided a young boy desperate for having lost his sheep by giving him a wish-granting bell. With every jingle a wish came true, and so the young shepherd found his lost sheep. Fascinated by the legend, Pietro Capuano and Salvatore Aprea forged a bronze bell and gave it as a symbol of peace to Franklin Delano Roosevelt, President of the United States. Since then, after 70 years, the Campanelle still remains as Chantecler’s icon.
Please share with us the secrets to your niche positioning, which set you apart from other traditional jewellery brands.
Our jewels are pleasure jewels as opposed to duty or power jewels. Duty jewels are those that a woman needs to have for her social standing, like a wedding band or an engagement ring. Then there are the power jewels that are there to demonstrate social power. For pleasure jewels, you choose them for what they are, for the emotions they give you, for their beauty and the excellence of their craftsmanship.
What is the inspiration behind your latest collections/pieces?
One cannot miss the deliberate use of colours and the daring combinations in our pieces, which are deeply reminiscent of the isle of Capri — the turquoise of the water in the blue grotto, the white and soft pastel shades of the houses, the coral of the Pompeian red of the roman ruins. All these illustrate the uniqueness of Capri and are evoked by a Chantecler jewel.
Where do you normally get your design inspirations?
When I create a piece of jewellery, I look for inspiration in everything that characterises the Island. I try to reproduce with utter dedication its beauty and design creations, ensuring that even the most hidden finishing and every single detail reflects perfection.
Image opener: Jacqueline Kennedy Onassis with Salvatore Parea and Pietro Capuano
