Monnaluna Fashion
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Monnaluna Fashion

Fri 10 Dec 2021 2:39 PM

Fashion jewelry designer Giovanna Bruno of MONNALUNA was integral to the launch of IN BOTTEGA, and has been devising a new business model. “Many artisans have been hit particularly hard by the tourism downturn, we’ve had to reinvent how we connect with clients,” said Giovanna. “We’ve been fortunate to have access to some critical partnerships via IN BOTTEGA”. The organization has invested in building a new modus operandi.


“As artisans we want to focus on our work, which is our passion, so maintaining a website, social media channels, marketing…it’s just not feasible for most of us to do optimally. Having a platform that is professionally done, with a team of marketing experts behind it is an invaluable resource,” said Giovanna of her work with the organization.



Giovanna’s MONNALUNA brand is fashion jewelry with a Florentine twist. Enchanted from an early age by the antiquities of piazza Santa Croce, her designs are both traditional and contemporary. She started the MONNALUNA brand in 2009, followed by the opening in 2013 of her flagship store in Shanghai, coinciding with the launch of her line of handbags. She opened her Florence bottega on Sdrucciolo de’ Pitti in 2015 which is home to the MONNALUNA workshop and store.


Dazzling Swarovski and Preciosa crystals, in every imaginable color, are set with gold plate (yellow, white or rose). “My clients are attracted to the array of color and style combinations available. Each piece is customized and a one-of-a-kind original”. Visitors to her bottega are met with a shimmering rainbow of color, seemingly every hue imaginable.



Artisanal work affords endless creativity, and for Giovanna, that has also led to creatively re-inventing her business approach. Reconnecting with existing clients, it emerged there was significant interest from people who wanted to host small in-home parties for family and friends, many of whom had canceled their travel plans for the last two years. Giovanna assists clients in selecting multiple products from a variety of local botteghe, consolidates the purchases, and ships directly to the client. Per Giovanna, “It’s a great model and everyone is happy! There is a lot of pent-up demand and I had to position myself to meet it, and to deliver on what clients want.”


Another added facet to Giovanna’s business model is multi-channel content creation. Hers is the first in a series of Instagram virtual shopping tours. In partnership with IN BOTTEGA, Simone Catelani and Andrea Brilli of @firenzeprimaedopo highlight Giovanna’s methods, techniques and materials as she explains her process of bringing unique and brilliant creations to life. Links to the IGTV series can also be found at:



Sdrucciolo de’ Pitti 22/R | (+39) 055 21 58 29

For more information on products and original commission work, visit or email Giovanna.





Plan Your Shopping Excursion with IN BOTTEGA

Make the most of your trip to Florence with a visit to the workshops and bottegas of the Oltrarno.

Just across the Ponte Vecchio from the bustling city center, this quiet neighborhood adjacent to the Pitti Palace has been home to artisans for centuries. We invite you to come and experience art, culture and creativity at its finest!

Contact us at or visit to learn more.

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