ver since its foundation by Benvenuto Villa—goldsmith, sculptor and innovator—, Villa Milano has shown a natural inclination to look beyond the stylistic conventions of its day, as illustrated by the astonishingly modern, modular silver sculpture that was rewarded with a medal at the Paris Exposition of 1889.
This desire to explore new ground has continued from generation to generation, evolving yet always engaged with craftsmanship and manufacturing excellence.
In the 1920s, Giuseppe Villa patented the celebrated Tessuto Villa: a particularly versatile technique of woven gold. In the wake of the Second World War, Villa Millano became the go-to jeweller for a distinguished clientele in search of quality precious stones, distinctive designs and fine craftsmanship.
Today, representing the fifth generation, the brand is led by Alice Villa who brings her personal, contemporary gaze to this family legacy. We met her during the GemGeneva fair in 2025. Having studied economics and finance at Bocconi University, and after working in the financial sector, in 2018 Alice Villa took over at the head of Villa Milano, with the objective to strengthen its identity and grow the brand internationally.
She sees Made in Milano as a core value, for both herself and the business. Her decision, in 2021, to relocate the boutique to the Brera district marked a conscious return to the city’s historic heart. This new space conveys a characteristically Milanese refined aesthetic, where customers are welcomed in an intimate, curated setting. Every piece of jewellery is designed and crafted in the workshop opposite the boutique.
As well as a centre for production, Milan provides endless cultural and aesthetic inspiration that naturally finds its way into the jeweller’s designs.
Often, Alice Villa’s creative process begins through contact with the stone: the colour, cut and imperfections that make every gem unique. This tête-à-tête continues in the workshop, in consultation with the goldsmiths, and in the laboratory that is the beating heart of Villa Milano, where techniques handed down through generations cohabit with experimentations around unconventional materials such as titanium, bronze and aluminium.
Villa Milano’s collections convey the spirit of the age through a powerful and recognisable aesthetic vocabulary. Lines such as Lumen and Calypso transform the Zeitgeist into essential, expressive jewellery: a constant dialogue between light, colour and matter. While evolving over time, each collection stays anchored in the stylistic foundations that are passed between generations. These are a profound connection with the metal, attention paid to comfort and wearability, and a construction that combines these elements into statement jewellery.
Bespoke is central to Villa Milano. Custom-made projects often originate with the stones themselves, selected for their unique properties, and are always grounded in the codes and language of the brand. Each personalised creation thus becomes an encounter between the customer’s individual tastes and Villa Milano’s stylistic signature.
Alice Villa, who was at GemGenève in May 2025 to present the brand’s collections, talks about her creative approach and about Villa Milano’s identity.
Europa Star Jewellery: Growing up as part of a historic House such as Villa Milano, was there a precise moment when you felt you wanted to take up the mantle and run the business?
Alice Villa: I never felt in any way obliged to follow in my family’s footsteps, so this was very much my own decision. I’ve always had a creative streak, as well as a sharp business sense. As a young girl, I used to play at having my own jewellery shop. I’d borrow some of the little sachets we used for repairs, hand them over to my imaginary workshop, take orders and payments from my pretend customers. Deep down, I already had it in me to run a business. Later, for family reasons, someone had to take over management of the shop. After thinking long and hard, I started working weekends, to see whether this was what I wanted to do. Then, someone very important to me gave me a piece of advice that really struck a chord: they told me that if this wasn’t what I wanted, I could still change direction. So I took the plunge, at 26 years old, and not once have I doubted that this was the right decision. It’s such a joy to be able to combine creativity with being an entrepreneur.
Physically and symbolically, the workshop is at the heart of Villa Milano. How does it fit into your creative process and what role does it play in transmitting the company’s expertise?
The workshop is, without the shadow of a doubt, our greatest asset. Without it, the creative process couldn’t even begin. It’s a living space where we talk, think, experiment, make mistakes and try again. One of our goldsmiths has been with us for 34 years and knows every technical difficulty we might possibly encounter. His experience combines with the energy of the young artisans and designers who bring ideas to life, on paper or on a computer screen. We truly believe in continuity of expertise and are proud to have brought these different generations together. There are certain skills that can’t be learned from a book, only through hours spent breathing in the experience of those around you.
Relocating the boutique to Brera was hugely important in terms of identity. How does Milan continue to shape the collections’ stylistic foundations?
Moving to Brera was a brave choice. Initially I had doubts until I woke up one morning with the absolute certainty that this was the direction I wanted to take. Whether it was the right decision or the wrong decision, I was determined to follow through, be coherent and build on all the positive aspects. There isn’t always one right answer. What matters is that you believe in the road you’ve taken. For me, Brera is Milan at its most authentic. It still has a charm and a uniqueness that have disappeared from many of the more central neighbourhoods. It exactly reflects what Villa Milano is about: identity, character and refinement.
Cufflinks are making a comeback. As a company with a long tradition in making cufflinks, how do you keep your designs fresh for the contemporary customer?
We make cufflinks for connoisseurs. Yes, they are a niche but a special one. Customers purchase our cufflinks as a gift, which they often have personalised, for a gentleman, or as a distinctive item to add to a collection. Today, more and more women are buying cufflinks for their own wardrobe. In fact I enjoy wearing them myself. Cufflinks go against the grain. They make a statement yet remain elegant and chic. Cufflinks are the epitome of women today, who no longer feel confined to a single role and like to play around with their personal style.
