As the founder of the manufacturing jewellery business Francarlo Designer Goldsmith hands over the keys to the new generation of highly capable managers, we asked him what’s made the company so successful.
Francarlo Micilotta hails from Valenza in Northern Italy, where he was exposed to the jewellery trade from a young age. In its heyday, the village was a thriving manufacturing hub, producing world-class jewellery for the likes of Cartier, Bulgari and other top global brands. Though the permanent residents of Valenza numbered just 20 000 or so, the commuters who travelled in to the thousands of workshops would more than double that figure daily. Sadly now less than 400 small, family-run workshops remain there, as much of this industry has moved to mega-production facilities in China.
As a young child Francarlo loved to sketch, and to make wooden toys and playdough statues that he would be painstakingly embellish with fine detailing. It was a natural progression for him to try his hand at jewellery manufacture, and he was lucky enough to find a placement at Moraglione – one of the finest medium-sized factories in Valenza. Here, no part of jewellery making was contracted out. He was exposed to every aspect of the manufacture process via his colleagues who handled all crafting, diamond setting and polishing, to the international standard required by the business’ global clientele. He found his zone of joy and genius handling intricate work and his apprenticeship at Moraglione brought him much satisfaction, cementing his passion for the craft.
It’s this passion that he recommends young jewellers find. In any startup with limited finances, and especially in tough economic conditions, hard work and personal sacrifice will certainly be required from time to time.
“There is more than financial freedom in our industry to define success. I know it’s a cliché but it resounds true… have passion, dedication, be prepared to work hard until late over weekends, and deliver beyond customer’s expectations. One needs a supportive family, and a very understanding life partner. I give Simone, my wife, full acknowledgement for bring up our two children, for her patience in all the many years I worked late and over weekends, and for the encouragement to go forward.”
Reflecting on the lessons learnt in his half-century spent navigating the highs and lows of the jewellery trade, he stresses the importance of building relationships, and skill. Being able to rely on, and in turn to support one’s suppliers is key, but most important is managing staff fairly and nurturing great relationships with customers. Francarlo says that his biggest reward is when a satisfied client becomes emotional when they see the final results, and wants to give him a hug.
For many years, the only advertising at his disposal was word of mouth, with the quality of his craftsmanship and happy customers acting as his referral channels. The online presence his daughter Tanya now maintains for the business is fairly recent. This is made more effective because it’s underpinned by her many years of expertise after following in her father’s footsteps by studying and working in the international jewellery industry in Valenza. Francarlo notes that social media can be a double-edged sword, with customers becoming more demanding in this digital age. This requires that staff be trained to deal with customers who are better informed via online sources.
We asked what he would ideally like to see change within the South African jewellery industry, and this was his response: “Most jewellery schools rely on CAD education, which is without a doubt the way of the future. My concern is that we need more skilled labour in our workshops to satisfy the needs of our customers.”
He notes that in the 60s in Valenza, there were more than 2000 family-run workshops, which each specialised in one aspect of jewellery production, including casting, polishing, rhodium plating, carving, model making (no CAD in those days!), diamond setting, and more. This is the kind of incubator in which highly skilled craftspeople are born. “If I could change something in the trade I would implement a mandatory rule to stamp every article made anywhere in South Africa to identify the origin of manufacture. That would assist in checking poor craftsmanship and under-caratage.”
Mr Micilotta has certainly enjoyed a long and satisfying career, built around the development of relationships, and the pursuit of excellence. A highlight that he’s most proud of is the number of goldsmiths he’s had the privilege to train, especially those from previously disadvantaged communities who have consequently started their own businesses, and now in turn provide further opportunities for their families. This is surely a legacy to be greatly proud of.
As the team says goodbye to the Walmer Park Shopping Centre outlet that has been their home for the past 18 years, Mr Micilotta says: “I am thrilled to have Tanya and my son in law, Les, drive the business forward, with the opening of a new boutique store where they and their staff will continue to serve their customers with excellence. I will be there to support them. I have not left the trade yet! I’m just taking a step back.”
Francarlo Designer Goldsmith may be contacted on:
+27 83 201 0711
www.francarlo.co.za
info@francarlo.co.za
www.facebook.com/FrancarloDesignerGoldsmith
