Feludei and Felù: from Milan to Positano

“There wasn't a single jewellery store in the whole of Positano that offered anything other than the local tradition or that of Torre del Greco, in other words, the classic horn-shaped good luck charms that you find everywhere in and around Naples. So, the idea was to create something that didn't yet exist, something entirely dedicated to "Made in Italy" and perfect for those who have been travelling to Positano and the Amalfi Coast since the glorious Sixties: namely, Americans," Dinelli says.

“The first obvious point was to focus solely and exclusively on Made in Italy, therefore, on brands that the American public was already familiar with or, in any case, in line with their tastes. From the already cult Marco Bicego and Roberto Coin and on through Pasquale Bruni, Crivelli, Mattioli, Pomellato, Pippo Perez and K di Kuore plus a few unbranded but always 100% Italian pieces. To date, apart from a few pieces of "local" jewellery, such as the traditional horn-shaped pendant at about €150, our entry prices range from around €1,000 to several tens of thousands of euros.

Among the most popular pieces are certainly Bicego necklaces, much loved by US customers, and trends of the moment such as necklaces with the Madonna medal: if I had had another 200 in stock last season, I would have sold out for sure. Geographically, Positano is in Italy, but, strangely enough, its business is not with Italians, and not even much with Europeans and other markets. Therefore, summer 2021 didn’t show the signs of recovery as other places did because most of the tourists came either from within Italy or from northern and eastern Europe. Swedes, Danes, Poles, Romanians...we had never seen them before.

For this reason, our ability to adapt really had to pull out all the stops. More than in other situations. Felù, our second store, also located here in Positano and which focuses on silver jewellery, has certainly suffered less. There we have a selection of at least forty brands, from Misis to Roberto Giannotti to Rubinia to Maman et Sophie, plus a "taste" of Italian watchmaking with Locman and Capri Watch, a local phenomenon that entertains tourists with its ultra-colored Swarovski.”