Alighieri Expands Its Brand of Storytelling and Romance to New Categories
LONDON — Rosh Mahtani has many compelling stories to tell. Five years ago, the literature graduate translated her love for Dante Alighieri’s “Divine Comedy” into a jewelry collection filled with “modern heirlooms”: Gold medallions, signet rings or tear-shaped pearl earrings, each corresponding to one of Dante’s 100 poems and packaged with a modern-day manuscript to narrate the story that inspired it. The brand’s latest collection, for instance — dubbed “No More Tears” — features glass-blown teardrop vessels inspired by the character of Buonconte da Montefeltro in the “Divine Comedy,” a sinner who cries a single tear as he approaches his death and is saved from the devil. “When I started the brand I was in quite a dark place in my life and as we approach its fifth birthday, I wanted to celebrate a new chapter with this story,” Mahtani said. Her deeply personal, emotional approach has been resonating with women across the board: Alighieri now has more than 70 wholesale partners, including the likes of Net-a-porter, Matchesfashion.com, Joyce and LuisaViaRoma; a booming e-commerce business that makes up 50 percent of its total sales, and a record growth of 500 percent in the last year alone. Having built a strong foundation for the brand, Mahtani
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