August 2011 saw the explosion of the Cruciani four leaf clover bracelet phenomenon: endless queues of people crowded the Cruciani boutique in Forte dei Marmi (for 60 days in a row!) to get the summer bracelet in one or more colours.
This boom rapidly spread throughout the whole of the country and beyond (Europe, America and Japan). At the Vogue Fashion Night Out, the bracelets made their official debut in Milan as well, where success was immediately assured by a limited edition of the coveted bracelet specially produced for the Milan Fashion Week.
At the end of September 2011, the success of this tiny jewel of Italian craftsmanship, an object that achieved cult popularity in just two months, was enlisted in support of an extremely worthy cause. The four leaf clover bracelet became a charity project for the city of Fukushima: “Cruciani x 3/11”. Sales of this special four leaf clover bracelet (the “Cruciani x 3/11” bracelet is made up of six white four leaf clovers joined in the centre by a red heart) enabled the company to donate ten million yen to the Japanese government for the purchase of a fishing boat, a practical asset helping the local population to regain primary sustenance.
The popularity of the bracelet, which in the meantime has won over even the most unlikely candidates, continues to grow. In November 2011, it was featured in a fascinating new project, this time dedicated to China: “Made in China”. Cruciani’s celebrated four leaf clover bracelets have in fact become the subject of two works of art by Marco Bertin.
Cruciani creativity didn’t stand still: a number of new ideas were launched in the subsequent months and immediately became must-haves:
Ponte Milvio: two bracelets, one in the form of a key, the other a padlock, representing a declaration of love, a promise; they were celebrated by a flash mob in the Eternal City in October 2011.
Dragoni: produced for the year 2012 in the Chinese calendar.
I Cuoricini: sold like hotcakes for Valentine’s Day.
Amore&Fortuna: made up of 4-leaf clovers and hearts together.
The new entry, Collana del Cuore, sold out as soon as it reached the stores.
The brand new Butterfly available in two types: monocromatics and multicolor. On June 2012 the butterfly has run out of the production becoming a real collectible piece.
“Red Mars” dedicated to the american writer Ray Bradbury, the man who had previewed the future in his works.
At the 81st Pitti Immagine Uomo the famous bracelets received their definitive consecration. A reconstruction of the “concept store” designed by architect Marcello Pianosi was presented to exhibit the full collection of these made-in-Italy needlework jewels.
Endless queues, which have been besieging Cruciani’s single-brand boutiques for months, signalled on this occasion too what now seems almost certainly to be the socio-economic phenomenon of the 2011/2012 season.
The first opening dates were defined in just two days and the phenomenon is spreading in such a viral manner that there’s a long waiting list to open Cruciani C (the name of bracelet concept) stores all over the world.
Cruciani C stores has just opened in Verona, Madrid, Taormina, Capri, Forte dei Marmi (the 2nd store) and Milan (the 2nd store) and the next will open by 2012 in Palermo, Beirut, Istanbul and Paris.
On June 2012 the four-leaf clover bracelet has turned 1 year and, for the occasion, it has been created a limited edition composed by 7 multicolour four-leaf clover.
On July 16th has been opened the second flagship store in Milan at Via Manzoni 19, close to the fashion quadrilatero. The store has registered a record in the sales after few hours of the opening.
A great many celebrities too were infected by this veritable fever and now wear the colourful jewels on wrists and necks at society events and on TV: Alena Seredova, Aida Yespica, Vittoria Puccini, Cristiana Capotondi, Serena Autieri, Michela Quattrociocche, Elena Santarelli, Elenoire Casalegno, Ambra Angiolini, Carolina Crescentini, Giorgio Panariello, Belen Rodriguez, Massimo Oddo, Daniele Bonera, Javier Zanetti, Noemi, Laura Pausini, Ivan Zazzaroni, Rossano Rubicondi, Federica Panicucci, Emma Marrone, Alessia Marcuzzi, Simone Inzaghi along with the international celebrities Michelle Rodriguez, Dita Von Teese, Nicole Murphy and Paris Hilton are just some of the numerous fans of the brand.
In a little under three months the Cruciani bracelet has acquired cult status, with more than 6,000,000 sold pieces.