Do you have an idea of, like, in, in his particular part of the industry, you know, in his particular sector, if you would say, like, why he was so successful versus, like, maybe other competitors? Like, why maybe they s- was it, was it about sort of what, what were they doing with the craftsmanship that made them so, that made the, the house sort of stand out and, and, and, and really thrive?

Well, I believe there are different reasons why he, uh, you know, became so successful.

Uh, first logistically, immediately his first shop, he opened it right next to the Scala in Milano.

That was in 1919 when he opened his first, uh, store, and it was, uh, sited in that location because that's where all the Milanese ladies would walk by going to the opera, to the grand soirees of the opera.

So they would pass by and see all of a sudden this store with all this beautiful jewelry and unique designs, and I mean, that made a big part of, you know, his first steps into the society of the Milanese lady.

But as well, the essence and the DNA and the style of Buccellati that he was able to create.

For him, it was not so much about, uh, the stones, but it was about the gold, how to elevate the gold and make it, you know, almost texture-like.

Hmm.