An image from the first Alsara by Damiani campaign with Aliya Nazarbayeva wearing earrings and ring with turquoise and black-and-white diamonds
How does a historic Italian jewellery brand come to dedicate an entire collection to the traditions and culture of Kazakhstan" Through a little bit of serendipity, and some inspiration from one of the world?s ancient nomadic cultures, as LUX Editor-at-Large Gauhar Kapparova discovers
Guido, Silvia and Giorgio Damiani
Italian fine jewellery brand Damiani first opened stores in Almaty and Astana in 2005, following the brand?s strategy for global expansion under the leadership of third-generation Damiani family members, Guido, Giorgio and Silvia. The brand?s sensuous Italian style and commitment to hand-crafted detail quickly captured the attention of Kazakh women, whilst the Damiani siblings, who travel frequently to the country on business, became increasingly fascinated and enamoured by the culture and traditions there. A deep and mutual affection grew organically between brand and country, leading to the idea of a cross-cultural collaboration. Follow LUX on Instagram: the.official.lux.magazine
To create Alsara, a collection inspired by and dedicated to Kazakhstan, the President?s youngest daughter Aliya Nazarbayeva teamed up in 2011 with Zhanna Kan, the owner of Damiani Kazakhstan and the driving force behind the new line. The name Alsara is a portmanteau combining Aliya and her mother?s name Sara, and pays tribute to the infl...