Crafting Excellence Since 1913
In the heart of Valenza, where the whispers of history echo through the cobblestone streets, lies the unparalleled legacy of VITALE - a testament to the artistry and craftsmanship that have defined the brand for over a century, celebrating 110 years of history.
The Noble Origins of the Vitale Family
The Vitale family traces its illustrious heritage to the Royal House of Bourbon Naples, which ruled southern Italy and Sicily during the 18th and 19th centuries. Under Bourbon rule, Naples experienced a golden age of political stability and transformation into a modern and elegant metropolis. After losing their kingdom, the Bourbons, along with the Vitale family, sought refuge in France, where the Bourbons ascended to the throne in the mid-16th century. The Vitale family continued as a prominent court family, preserving their traditions for generations.
The Rise and Flourishing of Goldsmithing in Valenza
Valenza's transformation from an agricultural hub to a renowned jewellery capital highlights the unpredictable nature of history. Initially known for its agriculture, the city experienced a creative spark during the French Revolution. Despite lacking resources, local artisans began establishing workshops by the early 18th century, gradually shifting Valenza's landscape towards jewellery making.
Despite lacking resources, local artisans began establishing workshops, and by the late 18th century, Valenza had become a hub for exquisite jewellery, with craftsmen blending traditional techniques and new ideas to create unique and breathtaking pieces. This heritage of craftsmanship and creativity is the foundation upon which VITALE was built, continuing Valenza's celebrated legacy of excellence in jewellery making.
1913 - The Beginning
The story of the Vitale family's dedication to high jewellery craftsmanship began in 1913 in Valenza with Felice Scorcione, the great-grandfather of the current CEO, Alberto Domenico Vitale. Felice originally worked as a carriage painter for the sovereign family in Monaco on behalf of the FIAT company of Turin. However, a heartfelt letter from his wife prompted him to leave Monaco and return to Valenza to reunite with his family.
Back in Valenza, Felice, along with his wife and son, opened their first jewellery workshop, marking the inception of the Vitale family business. In 1937, the union of two families—the Scorciones and the Vitales—further strengthened this legacy. Bice, the daughter of Felice Scorcione and his wife Elise, married Alberto Vitale, a man whose name would become synonymous with exquisite craftsmanship and unwavering dedication.
Under the banner "Scorcione Felice di Alberto Vitale," they embarked on a journey driven by a shared passion for crafting timeless treasures. Despite enduring two world wars and Italy's rebirth, the Vitale family upheld their resilience and innovation. This legacy, passed down through generations, ensures the Vitale name remains synonymous with excellence in high jewellery. Each piece from their atelier carries not just skilled craftsmanship but also the soul of a family devoted to the art of jewellery making.
The Global Expansion: Embracing Gems and Diamonds
In the dynamic decades of the 1960s and 1970s, the Vitale family business embraced international prominence, propelled by successive generations' vision and expertise. Expanding from Alberto Vitale's Neapolitan roots, the business ventured from southern Italy to global markets. From the bustling workshops of Valenza to the prestigious salons of Rome and Paris, the name VITALE became synonymous with an uncompromising reputation for quality and unparalleled craftsmanship.
Alberto's son, Licio, played a pivotal role, leveraging extensive international travels to venture into the gemstone trade, focusing on diamonds. Adapting to the surging demand, the company transitioned from jewellery manufacturing to gemstone trading, capitalising on the burgeoning market and propelling the Vitale family business to the forefront of the gemstone industry. For over three decades, esteemed clientele such as Bvlgari, Damiani, Chopard, Cartier, H.Stern, and Gucci entrusted Vitale with their gemstone needs.
In the early 1980s, Licio relocated to Monaco while overseeing the family's Italian business. Seizing the opportunity for expansion, he established his own company, laying the groundwork for continued growth and innovation in the global jewellery market. Under his son, Alberto Domenico, VITALE's stewardship and legacy passed to the next generation.
2000s - The Return to Monaco and Evolution into a Fine Jewellery Brand
In the new century, Alberto Domenico, VITALE's current CEO, relocated to Monaco from Valenza. In 2014, he opened the first private showroom in Monte Carlo, later expanding to Tokyo and London. Inspired by "A Plastic Ocean," film viewed at the Monaco Yacht Club in 2017, Alberto Domenico decided to use his finest stones to create a collection in partnership with the Prince Albert II of Monaco Foundation. Profits from this collection support ocean conservation efforts.
In 2021, despite the challenges posed by the global COVID-19 pandemic, Alberto Domenico successfully expanded operations into the American market, thanks to his creative and forward-thinking strategy. Simultaneously, the company is undergoing a digital transformation to meet contemporary demands for ethical practices, flexibility, and productivity.
At VITALE, craftsmanship is not merely a skill; it is a sacred art form, a legacy passed down through generations. With each meticulously crafted piece, the Vitale family invites you to experience the timeless beauty and unparalleled quality that have made their name synonymous with excellence. For in the halls of VITALE, craftsmanship reigns supreme, and every creation tells a story of passion, skill, and unwavering dedication to the art of jewellery making.