Interview with Veronica Varetta - CEO of Lil Milan

I had the pleasure to talk about the Lil Milan project with Veronica Varetta, also called VV, founder of the brand.

Q: What comes to your mind when you think about the concept of authenticity?

If I had to abstract it, it would be a long-term journey with a travel companion who finds a perfect match in the customer. A solemn relationship based on trust and solid principles to be told step by step, naturally and intuitively. Lasting over time and capturing the attention of the viewer, in a historical moment like this, where the average attention is about 5 seconds.

Q: You have reinvented gold to make it young and appealing for new generations: how did you do it?

Looking at everything with new eyes. I have a background in Economics and that has helped me to have an unusual attitude for a traditional sector such as that of jewelery. Without rules and preconceptions I created the concept of "Gold for your everyday skin": wearing the jewel like a second skin.

Q: What words or concepts would you like your products to be associated with?

Innovation, essentiality, immediacy, elegance, self-confidence.

Q: In your ascent, there is naturally a desire to bring your jewels out of Italy. How does communication with the foreign market change and what values remain cornerstones of your identity?

Expanding to new markets is certainly one of the biggest challenges. Over the years I have learned to be patient, persevering day after day. Finding valid foreign partners is not easy but we are succeding. From the beginning I set up almost all communication in English, this has been very helpful in ensuring a homogeneous and inclusive communication.

Q: What advice would you like to give to those who take their first steps in the jewelry sector or, more generally, to those who want to launch a brand?

Splurge a little. Be determined, self-critical and never stop being curious. There are no written rules, reinvent the name of the game by following your instincts.

PIETRO MORLACCHI

Fashion & Luxury Culture Department - Academic Coordinator