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Select Jewelry Inks Agreement to Distribute Lightweight Gold Jewelry
It will lead distribution in North America for Graziella Braccialini's new gold pieces, which it said are 50 percent lighter.
Italian luxury group Graziella Braccialini’s new collection of lightweight gold jewelry was developed with a technology it calls “Graziella Air.”
New York—Select Jewelry Inc. announced that it has entered into a exclusive distribution agreement with Italian luxury group Graziella Braccialini to bring the group’s lightweight gold jewelry to retailers in the United States and Canada.
The pieces are developed with a technology called “Graziella Air,” which utilizes a proprietary manufacturing process that produces gold jewelry up to 50 percent lighter than “comparable traditional construction,” while maintaining strength and durability, the company said.
The innovation allows retailers to preserve high-volume retail price points despite record gold prices, the company said.
The price of gold was around $5,012 per ounce as of press time.
Per the agreement, Select Jewelry will lead the marketing, management, and distribution of Graziella collections featuring Graziella Air technology across North America.
The company will focus on building strategic partnerships with leading national and regional jewelry retailers.
“Graziella Air technology represents a major advancement for the gold jewelry category at retail,” said Ronny Seliktar, president of Select Jewelry, Inc.
“It enables retailers to protect the price points consumers respond to most while maintaining the healthy margins required in today’s surging gold market and evolving tariff environment. This innovation gives our retail partners a powerful new way to confidently grow their gold jewelry business.”
Eleonora Gori of Graziella Braccialini said the company is thrilled about the partnership.
“Select Jewelry’s deep relationships with major retailers, combined with their proven ability to build and manage successful jewelry programs, make them the ideal partner to introduce our latest innovations to the U.S. and Canadian markets,” she said.
“Together, we are bringing retailers a new generation of Italian gold jewelry that answers today’s market challenges while preserving the beauty and craftsmanship our brands are known for.”
Initial Graziella Air assortments will debut with select retail partners in 2026, with broader expansion planned throughout the year.
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The pieces are developed with a technology called “Graziella Air,” which utilizes a proprietary manufacturing process that produces gold jewelry up to 50 percent lighter than “comparable traditional construction,” while maintaining strength and durability, the company said.
The innovation allows retailers to preserve high-volume retail price points despite record gold prices, the company said.
The price of gold was around $5,012 per ounce as of press time.
Per the agreement, Select Jewelry will lead the marketing, management, and distribution of Graziella collections featuring Graziella Air technology across North America.
The company will focus on building strategic partnerships with leading national and regional jewelry retailers.
“Graziella Air technology represents a major advancement for the gold jewelry category at retail,” said Ronny Seliktar, president of Select Jewelry, Inc.
“It enables retailers to protect the price points consumers respond to most while maintaining the healthy margins required in today’s surging gold market and evolving tariff environment. This innovation gives our retail partners a powerful new way to confidently grow their gold jewelry business.”
Eleonora Gori of Graziella Braccialini said the company is thrilled about the partnership.
“Select Jewelry’s deep relationships with major retailers, combined with their proven ability to build and manage successful jewelry programs, make them the ideal partner to introduce our latest innovations to the U.S. and Canadian markets,” she said.
“Together, we are bringing retailers a new generation of Italian gold jewelry that answers today’s market challenges while preserving the beauty and craftsmanship our brands are known for.”
Initial Graziella Air assortments will debut with select retail partners in 2026, with broader expansion planned throughout the year.
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