Anna Gioielli

GoldsmithingFirenzeTosi, Reggello

Anna Gioielli

Winter Flower ring in silver with five flowers and semi-precious stones, on a white stone

One designs and makes, the other chooses the stones. Fabio and Francesco Gori carry on the workshop founded by Anna in 1988, at Tosi, on the slopes of the Pratomagno. The workshop is in full view of the shop: anyone who comes in sees the jewellery, and also sees the exact place where it is made.

Goldsmith's workshop since 1988 · Tosi, Reggello (FI) · in summer at Saltino, Vallombrosa

The Tosi workshop

A goldsmith's workshop on the slopes of the Pratomagno, and a division of labour that in jewellery usually takes two departments.

The business was founded in 1988 and carries the name of Anna, who started it; in 1992, next door to the shop, the goldsmith's workshop opened. Today Anna Gioielli is the company of her two sons, Fabio and Francesco Gori — and everything that leaves here, the drawing, the piercing, the stone set by hand, is born a few metres from the window.

Gold ring with Florentine net-work and natural diamonds
Florentine mesh work: the band is built thread by thread, and the diamond goes in afterwards.

Two brothers, two halves of the craft

Fabio is the hands. Training at the Istituto d'Arte, specialisation in the Florentine workshops, the art learnt by working alongside skilled artisans. He is the creative soul of the workshop: at his bench ideas become jewellery, and the ideas — he says — arrive when they feel like it, sometimes at night.

Francesco is the stones. Years of experience in the world of diamonds, gained in Firenze: the selection of the gems is his, and so is the commercial side, and the investment diamonds with international certification — GIA, HRD, IGI. He is the reason why the workshop buys and mounts the stones through a short chain, with no middlemen: the person who chooses the diamond is from the same family that sets it for you.

Two skills that in large jewellers' sit in different departments. Here they sit two benches apart, and talk to each other all day long.

The jewel that does not exist yet

The workshop's most important work is the one that is in no window at all: the bespoke piece. The customer arrives with a precise idea, or with a vague one, or gives a free hand. It starts with the drawing, the stone is chosen, the piece is built — piercing, repoussé, chasing, burin engraving — until the object matches the person who will wear it.

It is the heart of the work on wedding bands and engagement rings: rings meant to last as long as the promise they stand for, made by hand for two particular people. And it works the other way round too: in the Tosi workshop the jewellery of the past is repaired, restored, transformed. Family gold that nobody wears any more comes back to the bench and leaves it in a new shape — same material, same memory, another jewel.

Silver ring with leaves engraved with a burin
Leaves engraved with the burin. The burin takes metal away and does not give it back: every stroke is final.
Faceted silver ring for men, engraved with the Florentine lily
The Florentine lily on a man's ring. It is the sign of the city, and here it is not a transfer.

Summer at eight hundred metres

From June to September the workshop doubles: at Saltino, inside the Vallombrosa nature reserve, the seasonal boutique opens — via Carducci 3/5, opposite the Grand Hotel Vallombrosa. Holidaymakers come down from the fir woods and find in the window the pieces born in winter at the Tosi bench.

Two addresses a few kilometres apart, a single workshop: the studio stays in Tosi all year round, and it is there that every piece begins.

Tomorrow's stones

Alongside certified natural diamonds, for some years now the workshop has also offered Lab Grown diamonds: stones grown in a laboratory, certified, sustainable. Not a renunciation of tradition — an extension of it: the same Florentine style, the same bench, one more material to choose from. And for anyone wanting to sell or part-exchange their own gold, Fabio and Francesco are entered on the OAM, the register of professional gold dealers: transparency is part of the service.

Silver pendant with a Roman bronze coin set into it
A Roman bronze coin mounted as a pendant. The setting is built around a piece that is already two thousand years old.

The video

What happens at the bench, on any given day

The workshop is in full view of the shop: what follows is watched from the street.

Silver ring with three calla lilies and freshwater pearls, on a piece of wood
Three calla lilies and two freshwater pearls. The stones are chosen one by one, before the setting is drawn.

He draws, then he builds

Every piece starts from a drawing by Fabio. The story and the metal are born together: no creative outsourcing, no bought-in models — the design and the making are in the same hands.

He chooses the stones one by one

Natural diamonds certified by GIA, HRD and IGI, coloured gems, and the Lab Grown ones for those who prefer them. Francesco selects them through a short chain: no middleman between the stone and the ring.

Piercing, repoussé, chasing, burin

The four techniques of the Florentine goldsmithing style, carried out by hand. They are the grammar of the workshop: the crossed-line motif of the Prestige collection is engraved with the burin, not stamped.

He calls in the right team

Around the bench there is a network of Florentine specialists — engravers, stone setters, micro-sculptors — brought in when a piece asks for an extra hand. Artisans who call on artisans.

He repairs, restores, transforms

The jewellery of the past is brought back to life: repair, restoration, reinterpretation. And with the OAM registration, part-exchange and purchase of used gold are done in broad daylight.

He puts 3D alongside the file

3D design and prototyping, laser welding: technology comes in where precision is needed, and stops where the hand begins. The finishing is always analogue.

In the window

The family's pieces, from three collections: gold with diamonds, the Red Planet, winter flowers. Here they are told; on Tuscany Market Hub each has its own page and its own specification.

Ring from the Marte collection in silver with black onyx
Marte: the line with the rough surface, which is a choice and not a fault in the finishing.
Winter Flower necklace in silver with iolite and labradorite
Owl-shaped silver ring with blue topaz
Gold and silver ring with a Tahitian pearl and two natural diamonds
The Tahitian pearl on gold and burnished silver. The contrast between the two metals is the workshop's signature.
Silver pendant in the shape of a ginkgo biloba leaf
The ginkgo leaf: the veining is done by hand, one line at a time, and no two are alike.
Anna Gioielli

Prestige

The house's most precious collection: 18kt gold, certified natural diamonds, and the crossed-line motif of the Florentine style carried out with the techniques of piercing and burin engraving. Pieces built entirely by hand, from the drawing to the last stroke of polishing.

Anna Gioielli

Marte

The jagged surface of the Red Planet recreated in metal: craters, ridges and depths modelled by hand and burnished. The workshop's most recognisable collection — bands and wedding rings in silver, with gold on request.

Anna Gioielli

Winter Flower

The winter flowers: three-dimensional corollas in silver with natural stones cut to gather the light. The workshop's front door — same hand, same care, prices starting at 143 euros.

The people at the bench

A family goldsmith's workshop has no organisation chart: it has names. These.

Anna

The founder. In 1988 she opens the Tosi workshop and gives it her own name, the one that has stayed on the sign.

Fabio Gori

The master goldsmith. Istituto d'Arte, then specialisation in the Florentine workshops. He designs and builds the pieces, often starting from an idea that arrived in the night. He does not look at what others are doing, and that is why his jewellery is recognisable.

Francesco Gori

The stones. Florentine experience in diamonds, international GIA, HRD and IGI certifications, wholesale and retail, investment diamonds and Lab Grown. His is the task of choosing every gem before it reaches the bench.

Veronica Aksionava

The thread to the outside world: customer support, gemmology, administration. She is the voice that answers those who write from abroad.

From Tosi to the world

2026

The catalogue on Tuscany Market Hub

The pieces, each with its own page and technical specification — plus the way in to commission the one that does not exist yet.

June – September 2026

The Saltino season

The summer boutique at via Carducci 3/5, opposite the Grand Hotel Vallombrosa, inside the nature reserve. The pieces born in winter at Tosi go up into the hills.

12 May 2022

The two brothers' company

Anna Gioielli S.n.c. di Fabio e Francesco Gori is founded: the handing over of the baton becomes a legal form as well. The name on the sign stays Anna's.

2015

The Etsy shop

The workshop opens its window on the international craft marketplace: five-star reviews and customers writing from beyond the border.

1990s

The website

The workshop is online when the trade still lived on word of mouth and shop windows. Today the site is multilingual, with an integrated shop.

1992

The goldsmith's workshop

Next door to the shop the open-view workshop opens, today led by Fabio and Francesco: from here on every piece is born in-house.

1988

Anna opens the Tosi workshop

Anna founds the business that carries her name, on the slopes of the Pratomagno.

Where to find them

A workshop open all year round, a boutique that lives one summer at a time, and the online windows.

Address
Via IV Novembre 53
50066 Reggello (FI) — loc. Tosi

Questions

Who makes bespoke jewellery near Firenze?

Anna Gioielli, an artisan goldsmith's workshop in Tosi, a hamlet of Reggello (FI), trading since 1988 and today led by the brothers Fabio and Francesco Gori. The workshop designs and builds unique pieces in gold and silver by hand — from the drawing to the delivery — in the style of the Florentine goldsmithing tradition.

Can an old piece of jewellery be turned into a new one?

Yes, and it is one of the workshop's specialities: family jewellery is repaired, restored or reinterpreted in a contemporary shape, keeping the material and the memory of the original object. It starts with an appraisal of the piece and a drawing agreed with the customer.

How is a handmade wedding ring made?

From a meeting. The customer arrives with a precise idea or gives a free hand; the metal is chosen, the stone if there is one, the working. Bespoke wedding bands and engagement rings are one of the jobs the workshop cares about most: rings built for two particular people, not for a shop window.

What is the Florentine goldsmithing style?

It is the decorative tradition of goldsmithing in Firenze, made of four techniques carried out by hand: piercing, repoussé, chasing and burin engraving. At Anna Gioielli these techniques are the basis of the gold collections — such as the Prestige line, with its crossed-line motif engraved with the burin.

Do you deal in certified and Lab Grown diamonds?

Yes. Francesco Gori selects natural diamonds with international GIA, HRD and IGI certification, including investment stones, and for some years the workshop has also offered certified Lab Grown diamonds: stones grown in a laboratory, sustainable, mounted with the same artisan techniques.

Where can handmade jewellery be bought at Vallombrosa?

From June to September Anna Gioielli opens the seasonal boutique at Saltino, in via Carducci 3/5, opposite the Grand Hotel Vallombrosa, inside the nature reserve. For the rest of the year production and sales live in the Tosi workshop, at Reggello.

Do you buy or part-exchange used gold?

Yes: Fabio and Francesco are entered on the OAM, the register of professional gold dealers, and handle part-exchange and purchase of used gold with a transparent valuation. Family gold can also stay in the workshop and be reborn as a new jewel.

Do you sell online and abroad?

Yes, before almost anyone: the website has been online since the nineties, today in Italian and English with an integrated shop, and since 2015 there has been the Etsy shop with international customers. The pieces are also on Tuscany Market Hub.

The pieces are on Tuscany Market Hub

Here we tell who makes them and why. There is the catalogue: a page for every piece, with materials, weights and carats. And the jewel that does not exist yet — the one made to measure — begins with a word to the workshop.

The business

Registered name
Anna Gioielli S.n.c. di Fabio e Francesco Gori
Address and workshop
Via IV Novembre 53 · 50066 Reggello (FI) — loc. Tosi
VAT number
07189480481
EU VAT number
IT07189480481
Legal form
Società in nome collettivo (general partnership) · (since 12 May 2022)
Workshop since
1988 — founded by Anna
Brands
Anna Gioielli · Jolly Jewels
Summer window
Saltino — Via Carducci 3/5 · June–September

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