1. Keeping with the family business
tradition, Bruno Nardelli and his
brother, Domenico, set up Nardelli
Luxury, a jewellery trade and timepiece
manufacturing company. After years
of success in the industry and in an
unconventional entrepreneurial move,
Bruno founded a luxury branch of retail
brand LiuJo under Nardelli Luxury
and began distributing jewellery and
watches around the world.
Bruno Nardelli proved himself
to be an exceptional entrepreneur,
expanding the brand exponentially
since its establishment in 2006. Today,
he is both part owner and creative
director of LiuJo Luxury, driving the
marque forward with his business
partner and watch-industry veteran,
Stefano Abbati. Tharawat sat with the
two Italian gentlemen who eloquently
explained their success, the market,
and their vision for the future.
You have sold millions of timepieces
since launching LiuJo Luxury. How do
you account for such growth?
Bruno: Our watches are accessories
to apparel. Our accessories complete
the fashion line, which is the origin of
the brand. Our job is to tell a consistent
brand story that complements the other
LiuJo products, to transmit the same
vision and message. That is what we did
and what we continue to do.
What is the biggest challenge
dealing with consumers in this digitally
connected generation?
Bruno: The digital generation has
considerably affected the watchmaking
industry. I believe the watch will become
more and more of a fashion item, since
we have so many other ways of checking
the time. It will serve a different function
in the future. I also feel that the current
generation is more fascinated with
technological progress than future
generations will be. They will be digital
natives and might like to use products for
their original purposes. They might even
use watches to check the time.
When and why did the two of you
decide to join forces?
Bruno: The opportunity came at the
right time for both of us. We were ready
to do something together.
Stefano: We had known each other
for many years and I had always admired
THE ITALIAN WAY
THINKER:
The current generation
is more fascinated
with technological
progress than future
generations will be.
They will be digital
natives and might like
to use products for their
original purposes.
“The digital generation has considerably
affected the watchmaking industry. I believe
the watch will become more and more of a
fashion item, since we have so many other
ways of checking the time.”
Interview with Bruno Nardelli and
Stefano Abbati, LiuJo Luxury
PHOTO:
Bruno Nardelli, Courtesy of
LiuJo Luxury
68 69THARAWAT MAGAZINE
ENTREPRENEURSHIP
www.tharawat-magazine.com
@tharawatmag /tharawat.magazine
www.tharawat-magazine.com
@tharawatmag /tharawat.magazine

2. Bruno’s strategic mindedness. I had
been working for a multinational watch
company for over ten years. When the
occasion presented itself, we decided
to work together. He brought me into
the team when he felt the time was
right. He is not the type of entrepreneur
that suffers from the hubris of knowing
everything. He does, however, know
when it is time for change, which is vital
to success in this business.
What does Italian design stand for
today?
Stefano: Creativity!
Bruno: It is something you are born
with! There is a sensibility for what is
Italian.
Stefano: You could see a thousand
people and still be able to pick out the
Italians. It is an attitude and a competitive
advantage recognised around the world.
Bruno: We have been successful at
predicting the trends in design.
What is your creative process?
When do you know that a new product
is a risk worth taking?
Stefano: There is not just one formula
for a successful product. You need to
work to catch the signs from the market.
We work together as a team to try to
capture the trends. You must dare, know,
experience, and, ultimately, you need a
little luck on your side! All you can really
do is be smart about positioning and
minimise the risk. You need to be clear
about the values you propose.
Bruno: You also need courage, the
confidence to bring the market what it
needs and to be consistent with your
brand.
Stefano: Exactly! The market keeps
giving us feedback. In recent years, it has
become faster and more direct, thanks
to the Internet and social media. We now
look at feedback one week after product
launch to assess success.
Bruno: Yes, there is immediate
feedback. We try to engage our
consumers through these online
channels. We quickly understood that
this medium is essential for keeping
our consumers involved in the brand.
They have to love the products, but
should also feel like they are brand
ambassadors.
Stefano: We are working to anticipate
trends and not just respond to them.
That is why feedback is so important.
All responses, not just online reactions,
are constructive and should be taken
seriously. We have to work on creativity
in every part of our value chain,
especially shop windows. It is about
communication with the customers at
every level. When we are producing a
product, we can never forget that.
Celebrity endorsement has become
a much-used marketing tool in the
luxury sector. Do you believe in this
strategy?
Stefano: It is interesting and concerns
a number of aspects that go beyond
brand image. Nevertheless, it is still very
important to find the right celebrity to
represent your brand. The consumer
must be able to identify with the
celebrity you choose. You have to know
your segment very well. If you find the
right person, then the benefits can be
exponential.
What is your vision for the future?
Bruno: We must take one-step at a
time. The faster your business grows,
the quicker it can fall. When you want to
succeed, you must be consistent. If the
economic crisis has taught us anything,
it is the importance of creating timeless
products. No matter what the price
point is, you must create value for your
consumer.THINKER:
If the economic crisis
has taught us anything,
it is the importance
of creating timeless
products. No matter
what the price point is,
you must create value
for your consumer.
“You must dare, know, experience, and,
ultimately, you need a little luck on your
side! All you can really do is be smart about
positioning and minimise the risk. You need
to be clear about the values you propose.”
RIGHT TO LEFT:
Bruno Nardelli and
Stefano Abbati, Courtesy of
LiuJo Luxury
70 71THARAWAT MAGAZINE
ENTREPRENEURSHIP
www.tharawat-magazine.com
@tharawatmag /tharawat.magazine
www.tharawat-magazine.com
@tharawatmag /tharawat.magazine