Fawaz Gruosi
de Grisogono
What He Does: Since the Swiss-based luxury watch and jewelry company de Grisogono debuted its line in the United States four years ago, founder Gruosi has been working to develop the brand’s presence here. Among his most successful marketing initiatives: this year he partnered with Giuseppe Cipriani to produce a concert series with high-profile talent at Cipriani Wall Street. The series benefited the reconstruction of lower Manhattan—and paid dividends for de Grisogono. As a lifelong jeweler and businessman, Gruosi says, “I am not an event [strategist] per se, but I have a good feeling for parties that will be good for our brand—exclusive, high-end, and statement-making.”
How It Started: Gruosi was all set to launch his line in New York at Bergdorf Goodman on September 11, 2001, when the terrorist attacks that day changed the spirit of the occasion. This year, he thought a partnership with downtown venue Cipriani and nonprofit organization Wall Street Rising was an appropriate tribute to that fateful day—as well as an opportunity to build his brand among Cipriani’s regular clients, who were recruited as both performers and guests.How It Worked: Cipriani booked Rod Stewart, Sheryl Crow, Lionel Richie, Alicia Keys, Marc Anthony, Mary J. Blige, and Beyoncé to bring their talents to the stage this year, one each month (except during the warm months when many of the city’s monied eventgoers funnel out to the beaches). Each of the seven shows drew a crowd of 600—a mix of Gruosi and Cipriani clients,
as well as guests of corporations who purchased tables for the series at costs ranging from $100,000 to $125,000, along with press and celebrities. (The filmmaking brothers Weinstein bought prime seats.) A silent auction on the final night of the series alone raised $480,000 for the nonprofit.
The Results: At press time Gruosi said he’s considering extending the partnership between de Grisogono and Cipriani for more concerts next year. “The brand was totally unknown in New York before this,” Gruosi said. “Since the beginning of the series, sales have been better each month. We are doing extremely well—we are number one in sales in the jewelry department [at Bergdorf Goodman] after a year.”
—Alesandra Dubin
Photos: Dave Hogan/Getty Images (Gruosi), Courtesy of Bismarck Phillips Communications & Media (Blige)
de Grisogono
What He Does: Since the Swiss-based luxury watch and jewelry company de Grisogono debuted its line in the United States four years ago, founder Gruosi has been working to develop the brand’s presence here. Among his most successful marketing initiatives: this year he partnered with Giuseppe Cipriani to produce a concert series with high-profile talent at Cipriani Wall Street. The series benefited the reconstruction of lower Manhattan—and paid dividends for de Grisogono. As a lifelong jeweler and businessman, Gruosi says, “I am not an event [strategist] per se, but I have a good feeling for parties that will be good for our brand—exclusive, high-end, and statement-making.”
How It Started: Gruosi was all set to launch his line in New York at Bergdorf Goodman on September 11, 2001, when the terrorist attacks that day changed the spirit of the occasion. This year, he thought a partnership with downtown venue Cipriani and nonprofit organization Wall Street Rising was an appropriate tribute to that fateful day—as well as an opportunity to build his brand among Cipriani’s regular clients, who were recruited as both performers and guests.How It Worked: Cipriani booked Rod Stewart, Sheryl Crow, Lionel Richie, Alicia Keys, Marc Anthony, Mary J. Blige, and Beyoncé to bring their talents to the stage this year, one each month (except during the warm months when many of the city’s monied eventgoers funnel out to the beaches). Each of the seven shows drew a crowd of 600—a mix of Gruosi and Cipriani clients,
as well as guests of corporations who purchased tables for the series at costs ranging from $100,000 to $125,000, along with press and celebrities. (The filmmaking brothers Weinstein bought prime seats.) A silent auction on the final night of the series alone raised $480,000 for the nonprofit.
The Results: At press time Gruosi said he’s considering extending the partnership between de Grisogono and Cipriani for more concerts next year. “The brand was totally unknown in New York before this,” Gruosi said. “Since the beginning of the series, sales have been better each month. We are doing extremely well—we are number one in sales in the jewelry department [at Bergdorf Goodman] after a year.”
—Alesandra Dubin
Photos: Dave Hogan/Getty Images (Gruosi), Courtesy of Bismarck Phillips Communications & Media (Blige)
