Federica Pieroni, co-founder of Rue des Mille (2013)

Federica Pieroni, together with her brothers Giacomo and Tommaso, is the talent behind Rue des Mille. A brand which has reshaped the dimension of dream into essence through versatile, romantic and sophisticated jewelry. “Each woman who wears it becomes the protagonist of a contemporary fairy tale where stars, hearts and emotions illuminate and help to overcome everyday life obstacles”

How was your passion for jewelry born?

The passion for jewelry brings my whole family together. When I was a child, I would visit my parents’ company, founded in 1985: it dealt with the trade in high-value goods. Even as I child, I was in love with it and my family would call me “Lady Brillocchi” because of the eccentric jewels I used to wear, at the time made of plastic and strass in any color.

What was your training path?

After graduating in Economics and Management of Innovation and Technology at Bocconi University in Milan, I went to Barcellona where I worked for Mattel. Later, I came back to Milan to work as a Senior Product Manager for Vodafone. I felt the need to train professionally and to gain experience within structured companies, however Rue des Mille was still my greatest passion. Therefore, after about three and a half years of work experience, I left everything and together with my brothers I dedicated myself 100% to my greatest passion.

When was Rue des Mille founded?

In April 2013 my brothers and I, of which I am the youngest, took our dream out of the drawer and we decided to give life to Rue des Mille, a prêt-à-porter jewelry brand completely Made in Italy, together with our mother and our uncle. The name we chose is inspired by Via dei Mille, where our passion came to life, and the initial R is referred to our father’s name, Roberto. Ours is a family brand where there is a strong collaboration and mutual trust. Each of us respects the internal balance and the respective roles: I am the Marketing Manager, Giacomo is the Commercial Director and Tommaso is the Creative Director. There is nothing better than sharing with your family a common project: our work has become our life. Since 2013, our brand has experienced a significant growth, thanks to the opening of the sector to innovation and also thanks to digitalization and to the great support we received from numerous public figures. Launching Rue des Mille Instagram account in 2013 was certainly a great intuition and it allowed us to make ourselves known and promote our products more and more. Crucial for us was Vicenzaoro which was our springboard. Our first stand was a turning point: in this occasion we created a bond with many customers who then have followed us with passion.

Rebelle Collection

Who do you address to and what is your message?

Our target audience is the modern princess. We address to independent women who are also dreamers: they face everyday obstacles with courage and initiative. The dimension of dream is an essential feature in our creations. With jewels, we want to tell stories and touch with emotions.

Stardust Tales Collection

What are Rue des Mille’s distinctive features?

We make our prêt-à-porter creations exclusively in Italy. For our 925 silver jewels, which are polished by hand, quality manufacturing and attention to detail are important to us. We started with the iconic rose galvanic. Till 2018 we worked with rose gold and rhodium plated silver. We later developed and little by little we introduced yellow galvanic. We also included the pavè technique, inspired by high-jewelry. Our products are characterized by romantic style and essential design, which recalls the shapes of fairy tales and dreams: hearts, stars, horseshoes, lucky amulets, carriages, frog princes. Each jewel is elegant and nice at the same time.

Customizable Pendant Date, CLIPIT Collection

What is the jewel you are particularly fond of?

I am very fond of all our jewels. I particularly carry in my heart Carriage: it was one of the first creations we launched and still today it is very warmly received by the public. Carriage is subject to continuous reinterpretations dictated by current trends.

Carriage Pendant Necklace, I Sogni Son Desideri Collection

How do you imagine the future of the brand?

Our young age allows us to be forward-looking and to think big. Surely we have already fulfilled our greatest dream, but there are still many wishes for the future, as well as projects: among these, the goal to become more and more international, a real point of reference in the sector of prêt-à-porter jewerly in the world. Starting from 2021, we dream of expanding to Europe, USA and China. But the essence of Rue des Mille will always remain the same: we will never forget our roots. The market of reference will be Italy where we have currently six hundred and fifty high-profile retailers, closing 2019 with a turnover of six million.