the history

E lvio and Loredana began their activity in the jewellery and bijoux business in 1985 in the tiny shop in Milano. Just few square meters wide host thousands of ancient and new jewels and bijoux, of different material and historical periods. Their big selection covers all the XX century with brooches, rings, bracelets, earrings of all kind and, first of all cufflinks! The shop is located in the charming and historical neighbourhood of Brera, in Ponte Vetero street.

Elvio Demaldè is a gemologist, with I.G.I. certification (Italian Gemological Institute), and a true artist: he is passionate and inspired for jewellery and creates, assembly and repair jewels in the shop/laboratory. He unites the elegance and style of the composition of the old and contemporary jewels to realize new models with unique characteristics that can satisfy their very particular and demanding clients, that love originality and distinctiveness.

Through time the passion for jewellery has driven Elvio and Loredana to be specialized in antique bijoux and costume jewellery. They made a deep research in this field studying materials, techniques and styles of all the fashions that have crossed history since the XIX century until today.

This research was not limited only at the women's world, they have been the pioneers in the revalorization of cufflinks, very important men's accessories that have been set aside from contemporary fashion for long time.

This strong convincement and inspiration permitted them to collaborate to the publication of an important tool book on cufflinks, published by Federico Motta with the title “I gemelli da polso” for the collectionists section.

In the shop you can find cufflinks of any kind and subjects: sport, automobile companies, music, art, animals. Some are new and some are ancient from late XIX century until today, as the vintage pieces which come from the 50’s in USA. There are the most classicals cufflinks but also many original and funny, with pin ups or with the logo of the Vespa or rare with heraldry crests, for example, or historical from military and colonial productions. There are cufflinks of different materials: metal, silver and gold, but also made in chrome and in bakelite; some are made with coral and others are with enamel of various features. Many of them are coming from New York, London and Paris.

Their big collection comprehends also a wide offer of vintage bijoux of all the most important designers and brands from the XX century.

In 2004 Loredana Demaldè received an important prize, the European Woman Tertiary Award, in recognition of the professional commitment in the service sector.

In many years of activity, the Demaldè shop became a reference point for the Brera neighborhood in the core of Milano and in 2015 it has been awarded as “Bottega storica” (historical shop) by the Municipality of Milano, Department for Enterprise and Businnes and by the Lombardy Region, Department for Commerce.

The shop Demaldè has been appreciated for its creativity and the variety and quality of the articles by the media. Elvio and Loredana did many collaborations with several fashion magazines, that continue to choose their jewels for articles on fashion and antiquities, as: Vogue Italia, Vogue Japan, Vogue Sposa, Io Donna, ViviMilano, Glamour, Elle, Velvet, Taxi, Grazia, Sposa Bella and many others.

They collaborated also with TV channels providing jewellery and accessories for programs and movies production. In particular, with Mediaset, that was at that time at the beginning of its activity, the collaboration was strong and long. Even with Rai, the public TV company, they built good relationships, for their media production located at the historic headquarters in Corso Sempione, Milano.

Even important theaters as “Teatro alla Scala” and the “Piccolo” make use of their collaboration to use jewellery and bijoux that best fit the historical context and the style of their shows and operas.

For the movie industry the shop is appreciated by costume designers for the vastity of the Demaldè collection. Moreover, Elvio e Loredana participated successfully at the following exhibitions and events with their jewels:
• La camelia d’inverno (“The winter’s camellia”), Umanitaria 2002
• Matrimonio dei sensi (“Wedding of the senses”), Vogue Sposa - october 2007
• Pelle di Donna (“Woman’s skin”), Triennale Milano – january 2012
• Gioielli di Gusto (“Jewels of taste”), Palazzo Morandi Milano – september 2015

The shop Demaldè is cited in every city guide that indicates the best and particular shops in Milano and is also advised in several blogs that inform on the most original places in the city. For example, the blog “Casa Chiesi” quotes the shop as a “tiny museum” as it has thousands of jewellery that cross time and styles. The Vogue Gioiello website has published many times Demaldè articles and dedicated special attention at the shop and at his exclusive collection.