A costume-jewellery workshop in Via dei Cimatori, in the centre of Firenze, under the sign Design Morova. The pieces are made by hand: the company's registered activity is manufacture, not trade. They sell to retailers and to whoever walks into the shop, in Italy and abroad.
Costume jewellery made by hand · shop in Via dei Cimatori, Firenze · to retailers and to whoever walks in
Florence Gioielli is a company in Firenze with a single shop, in Via dei Cimatori, in the historic centre. The name on the sign is another one: Design Morova.
Some buy costume jewellery and resell it, and some make it. Florence Gioielli makes it: manufacture of costume jewellery and similar articles, with the pieces worked by hand.
In the centre of Firenze that distinction carries weight. Among the windows that display, the ones where the piece is born behind the counter are a different thing.
Via dei Cimatori is a short street in the historic centre of Firenze: it runs from via dei Magazzini to via Calzaiuoli. The shop is at number 40 rosso.
The colour is not a flourish. Firenze has two numbering systems on the same street: black for the doorways of buildings, red for commercial premises. A red address, in the centre, means a shutter that goes up.
Wholesale to those who resell, by the piece to those who walk in.
There is a third channel as well: the trade fairs. They are not markets and they are not village festivals — they are the fairs the public does not enter, and whoever stops at the stand is buying to resell.
Weekly markets with a pitch, itinerant street trading, special events: none of that.
From Via dei Cimatori the costume jewellery leaves for seven destinations: the United States, Europe, Asia, the Arab countries, Canada, Mexico, Japan.
There is no online shop: what leaves, leaves from here. A shopfront on a street people walk down.