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The sisterhood of the rings

By Xu Haoyu | China Daily | Updated: 2019-05-11 11:50
Ning Chang

Milanese jewelry brand Pomellato invited inspiring guests of various ages and backgrounds to convey a message of inclusiveness and sisterhood as part of the new "Pomellato Sisterhood Initiative" video and digital campaign.

For the second year in a row, influencers including American actress Jane Fonda, Italian fashion blogger Chiara Ferragni, Chinese actress Ning Chang and the brand's CEO, Sabina Belli, participated in this program.

"To us, today is no different to 50 years ago. Women are always at the center of the Pomellato universe, and our original theme of female empowerment remains intact," Belli says.

Founded in Milan in 1967, Pomellato puts empowering women at the heart of its manifesto.

"In the late 60s, women were carving their space in society and in the workplace. They needed clothes and jewelry to fit their new lives," Belli explains. "Pomellato listened to their needs and shook the conservative world of jewelry."

Pomellato has since been known as a brand for women: 75 percent of the Milanese jeweler's work force is female, and the vast majority of its clientele are women buying jewelry for themselves.

The brand first launched the #PomellatoForWomen campaign in 2017, on the occasion of Pomellato's 50th anniversary. The community, a communication platform of likeminded women, was designed to inspire others, highlight the importance of female leadership and promote a more authentic idea of natural beauty.

"We are crafting a sisterhood of women who think, feel and act differently," said Belli in the video.

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