On Greenwich Avenue in a building that dates from 1916 sits a most unusual jewelry salon.
The 3,500-square-foot contemporary space, in a restful blue and gray palette, looks more like a living room than a jewelry store, with flooring by Jamie Beckwith Collection; a light sculpture by Andreea Braescu; furniture by Ceccotti Collezioni, Adrianna Hoyos, Porada and Barbara Barry; and artwork by America Martin. The bespoke pieces, a marriage of gemstones and ceramics, are displayed in vitrines rather than in cases so that there’s nothing between you and the jewelry. Even the iPads that are used for jewelry orders are contained in branded slipcases.
Welcome to the world of Lugano, where no detail escapes attention. That includes the one-of-a-kind works, so intricately designed that even clasps and backings are things of beauty. (It’s not surprising that some of the jewelry is easily reversible.)
Late on the afternoon of Friday, July 19, we entered this world and spent some time getting to know the pieces, which include equestrian-inspired designs and the Lugano concept of retail, in which each store represents a partnership with a community. In Greenwich, that means relationships with the Bruce Museum, Greenwich Country Day School, Greenwich Hospital, the Junior League of Greenwich and the Greenwich International Film Festival.
Those complementary relationships are the result of another one – that of Lugano founders Moti and Idit Ferder. He – CEO, master craftsman and jewelry expert — grew up in a world of horses and his family’s diamond business, established in Antwerp, Belgium, in 1965. (Brother Ilan is an equestrian and horse owner, trainer and trader.) She – COO, overseeing all aspects of the business, including the salon designs and execution and relationships with nonprofits – studied English literature and history at Tel Aviv University, along with American history, human resources and mediation. They met while he was serving four years as a captain in a combat unit of the Israeli Army.
In 2005, they established Lugano – named for Switzerland’s Lake Lugano, “known for its elegance and beauty,” Moti Ferder said — in Newport Beach, California.
“Idit and I chose Newport Beach as the place to settle down and start our business, because it offered everything we were looking for. The beautiful weather and relaxed lifestyle were certainly appealing, but Newport Beach also had qualities that fostered both personal and professional growth. We were particularly drawn to its cultural diversity, strong sense of community and philanthropic spirit. Additionally, the presence of many bold, innovative and entrepreneurial family-run businesses made it the ideal location to establish Lugano.”
As for the 2023 selection of Greenwich to serve the metro area, he added: “Identifying a new market is a careful process, guided by our connections and the potential to positively impact a community. During our exploration, Greenwich consistently stood out and, as we engaged more with the community, it became clear that it was a great fit for a new salon. Since opening last year, we’ve established meaningful relationships with organizations…. Deepening our roots here has made it a truly rewarding experience.”
Besides Greenwich and the Newport Beach flagship, the brand has stationary salons in Aspen, Colorado; Palm Beach and Ocala, Florida; Houston; and Washington, D.C., with the latest opening in London this past July.
But there’s also a salon that travels the equestrian circuit, as do the Ferders, who are involved with Wellington International’s Winter Equestrian Festival, The Hampton Classic and the Split Rock Jumping Tour, while helping to sponsor the Royal Windsor Horse Show and Longines’ Global Champions Tour. So it’s not surprising that the couple would engage equestrian Georgina Bloomberg as brand ambassador. (Page 14.)
Recently, Moti took time from the couple’s travels to talk about Lugano’s passion for gems and especially the jewels that are horses and the communities Lugano serves:
Thank you for your time. What can you say about the success of your company?
“Lugano has experienced significant growth in recent years, driven by our expansion into new markets. Each new market we enter feels like a natural fit, allowing us to grow organically. Currently, we have over 150 employees, and our team continues to grow as we expand our presence and reach. This growth is a testament to the dedication and talent of our team as well as the strong demand for our wearable works of art. We are excited about the future and remain committed to continuing our journey of expansion and innovation.”
We understand the July opening of the London salon dovetailed with an event featuring Prince William.
“Our newest location in London, situated in Mayfair, represents an exciting new chapter for Lugano. We’re thrilled to have expanded into such a vibrant and iconic city and to build a new community there. Following the opening, we proudly supported the Royal Charity Polo Cup and the Royal Windsor Horse Show.”
In the last couple of years, equestrian Georgina Bloomberg became involved with Lugano as brand ambassador. How did that relationship come about?
“Georgina is our first brand ambassador, and she is a perfect fit for reasons beyond our shared passion for the equestrian sport. She embodies the values that our brand represents, including a strong sense of responsibility for our communities and a commitment to excellence. Intelligent, elegant and graceful, Georgina truly reflects the essence of Lugano.”
How did you develop a passion for all things equestrian?
“My connection to the equine world comes from my childhood experiences on my family’s ranch, where I developed a deep admiration for horses. These formative years instilled in me a lifelong passion for these majestic creatures, which has naturally influenced our equestrian jewelry collection. Creatively, I approach these pieces as I do the rest of our collection, drawing inspiration from the gemstones themselves and allowing their inherent beauty to guide the design process.”
Tell us more about the division of labor between you and your wife.
“Idit, as Lugano’s COO, wears many hats beyond overseeing operations. She is also the creative force behind the design and ambiance of our salons. Her attention to detail, dedication and warmth shine through in every aspect of what she does, including the salon experience, making each space welcoming and reflective of our brand.
“I focus on both business strategy and jewelry design. Growing up around jewelry, it feels like a natural extension of myself. I channel my passion into creating unique pieces that resonate with our clients. Additionally, I oversee the broader aspects of the company’s operations, ensuring that our business strategy aligns with our brand’s vision and supports our continued growth.
“We are both deeply involved in Lugano’s philanthropic efforts and our team. Ultimately, it’s our community and our people that make what we do so special. Together, Idit and I complement each other’s strengths and work collaboratively to bring the Lugano vision to life.”
How does your philanthropic work relate to the equestrian world and other causes?
“Over the years, Lugano has proudly supported events and initiatives that benefit the equine community and organizations dedicated to the care of horses and equestrian athletes, including Brooke USA, Equus Foundation, the Kevin Babington Foundation and more.
Beyond the equestrian realm, our philanthropic efforts extend to various causes, focusing on the key areas of art, education, health care/wellness and community. Our commitment to giving back is driven by a passion for making a positive impact wherever we can.”
What’s next for Lugano?
“Looking ahead, we are exploring new markets and expansion opportunities, with a focus on both enhancing our presence in established locations and considering potential new ones. Our goal is to continue delivering exceptional experiences and expanding our offerings to meet the evolving needs of our clientele. Stay tuned for more updates on our future plans.”
