In the heart of Rome, nestled between timeless architecture and eternal inspiration, lives a story that has been passed from daughter to daughter, like a whispered secret. For over fifty years, Hedy Martinelli has been more than a name. It has been a legacy of women, of beauty, of imagination and savoir-faire and of female empowerment.

But before Rome, there was a journey, a path that wove through the elegance of Budapest, the quiet poetry of Zagreb, and the vibrant pulse of Belgrade. From these cities, rich in memory and artistry, Hedy carried with a vision; create pieces that spoke to and for women.

When she opened her Art Deco atelier in Rome in 1975, she wasn’t just making jewelry. She was igniting a quiet revolution. Like Coco Chanel had done with her suits and Diane von Furstenberg with her wrap dresses, Hedy redefined how women could express themselves. Her jewelry became a form of empowerment, a declaration not just a beautiful adornment. A woman didn’t wear a Hedy Martinelli piece to disappear behind it, she wore it to be seen.

As women’s roles changed in society, shorter sleeves, new careers, evolving lifestyles, Hedy responded with bold new silhouettes and materials; steel and gold, iron and platinum, unexpected combinations that reflected the strength and complexity of the women who wore them. Each jewel was unique. Handcrafted. Made to reflect a singular personality, not a passing trend.

Her boutique soon became more than a store. It was a Roman salon, a meeting place for the world’s most fascinating souls, where champagne flowed and stories were shared. Marcello Mastroianni would by Catherine Deneuve the most magnificent gifts. Anita Ekberg wore her bracelets. Sergio Leone adorned his actresses with Hedy’s pieces in Once Upon a Time in America. Even Robert De Niro, during the golden years of cinema in Rome, stepped into the world of Hedy Martinelli, one of many international icons who were drawn not only to the beauty of her jewels, but to the spirit behind them.  Her designs lit up the runways of Versace, Gianfranco Ferré, Armani, and Capucci and soon, her creations began making waves in New York, thanks to the vision of Rudy and Consuelo Crespi.

A beautiful anecdote that summarizes the golden ages of that era… At the time, Hedy had a boutique in New York City, perched above street level, you had to climb a staircase to enter. Diana Vreeland, the oracle of style and Director of the Met Costume Institute, had injured her leg. But she had to see Hedy’s latest pieces at all costs. Unable to manage the stairs, she began to ascend anyway, step by step, determined.  When Hedy saw her, she rushed down without hesitation, jewels in hand, and the two of them sat together on the staircase, one a legendary curator of beauty, the other, a visionary creator, unveiling the collection piece by piece, right there on the steps.  It wasn’t just a sale. It was a moment, spontaneous, intimate, unforgettable. And it captured exactly what Hedy’s world was; a place where magic meets meaning, where luxury lives not behind glass, but through human connections and memories.

Throughout this, Hedy’s daughter Francesca stood beside her, first watching, then creating. Together, they turned the boutique into a world of elegance and ease, where the glamour of the past met the dynamism of the present. It became a place where every piece told a story, and every woman who walked in could find one that felt like her own.

Now, the third chapter of this all-female legacy is being written by Livia Mimosa Fazioli, Francesca’s daughter. With her contemporary prêt-à-porter line, SELITI by HEDY MARTINELLI, Livia brings fresh energy and bold vision into the family heritage. Her work is sculptural, emotional, and deeply personal, rooted in the timeless lessons passed down by her grandmother.

Through SELITI, Livia continues the Martinelli tradition, creating jewels that empower women to express their individuality, their confidence, their complexity.

This is not just a jewelry house. It is a living legacy. A celebration of creativity, femininity, and freedom.