LUCIA SILVESTRI & PRIYANKA CHOPRA JONAS IN JAIPUR: INSIDE BVLGARI’S CREATIVE JOURNEY

words NATALIE GAL

Yes, there are fashion hubs in the world, Milan, Paris, London, dare I say…Amsterdam. Places where fashion forms, moves, develops, and new trends are set. But India is different. It is ancient, historical, the place where fashion first took shape, where handmade and masterful craftsmanship remain timeless.

For this campaign, we visit Jaipur, India, the “Pink City.” Here, Bvlgari Jewelry Creative and Gems Buying Director Lucia Silvestri travels in search of precious stones for Polychroma, the Maison’s latest High Jewelry collection unveiled in May. And who better to guide her through this mystical country than Bvlgari Global Ambassador Priyanka Chopra Jonas?

You may wonder — why “Pink City”? Jaipur is a global capital of colored gemstones: rubellites, emeralds, tourmalines, and sapphires. So it’s no surprise this isn’t Lucia’s first visit, she has been here over 40 times to meet these exceptional materials and makers, to learn about the roots of her craft.

After the gems are found, they begin their journey, from Jaipur to Rome, arriving straight onto Lucia Silvestri’s desk. There, she sketches, experiments, dreams up new forms, and then entrusts them to Bvlgari’s master artisans, who transform her two-dimensional concepts into the glorious pieces we see. It’s fascinating to think about the origins of these creations. We often focus on their grand unveiling, shining under runway lights, dazzling in their beauty. But now, I feel the backstory is even more beautiful.