For BASEL 2003, co-organiser of the Italian Pavilion, jewellery company Corart, is entering the new location with caution and looking forward to "tasting" the atmosphere of Zurich.
As of press time, at least 85% of the exhibitors from BASEL 2002 had confirmed their presence in Zurich and there will be approximately 30 exhibitors represented in the Italian Pavilion. The exhibitors will show characteristically Italian designs: middle and high-end jewellery.
Corart will also be showing its new products in Zurich. "At VicenzaOro 1, we showed our new collection, Swan, and we wil be proud to show it in Zurich", says Liliana Veronese, president of Corart.
Veronese believes that an important point about the new Zurich Pavilions is the distinction made between the branded and unbranded firms. She hopes that BASEL management's new strategy in Zurich will give the country pavilion companies prestige and create an atmosphere that allows them to display their products, not as secondary brands, but as equivalent producers in their own markets to companies in Basel.
As with many other national trade industries, the current focus in the Italian industry is on branding. Veronese states that the Italian jewellery industry is focused on the development of Made in Italy. "It is an ongoing process to promote the quality and skill of the Italian industry. We are underlining the high added-value of the artisan workmanship of Italian jewellery", comments Veronese. In Zurich for BASEL 2003, the organisers of the Italian pavilion will relaunch the Made in Italy brand, with its implied meaning of quality and style.
(Copyright The Basel Magazine)