Diamonds are prized by the Emiratis. This is a good thing, Wallonia counts one of the world's greatest jewellers among its ranks. It is natural that Pino Spitaleri should take part in the W-B week at the Belgian Pavilion of the Dubaï World Expo.
Pino Spitaleri can boast an exceptional track record. Originally from Charleroi, where his grandfather emigrated from his native Sicily, he quickly became one of the best jewellers in the world. After a rather chaotic education, the young Pino discovered the jewellery section of the IATA (Institut d'Enseignement des Arts Techniques, Sciences et Artisanats) in Namur. It was a revelation, and he would remain on this career path, making constant and rapid progress. He was fascinated by settings, and was soon spotted by his teachers, who encouraged him to perfect his skills elsewhere. At the age of 19, he moved to Luxembourg, where he became head of the prestigious Maison Schroeder workshop four years later.
But he had greater ambitions. Pino dreamed of working for Laurence Graff, one of the kings of diamonds. He headed for London, where his nerve paid off as he met the master and convinced him to hire him. He became head of this workshop too and proved to be an outstanding stone-setter. It was there that he developed his "microsetting" technique, using it to produce jewellery of unequalled precision with the aid of a microscope. He spent five years at Graff, during which he modernised the workshops and was entrusted with the most beautiful diamonds in the company.
Time to fly
But it was time for the jeweller to take off and open his own workshop. He began by renting a bench in the diamond district of London. His order book quickly exploded. He rented a ground floor, a first floor and a second floor, then the whole building. He hired employees. Today, the Atelier de Pino Spitaleri is very important. In four years, it reached a turnover of more than 10 million euros and growth of 300% each year.
Despite being constantly in demand and becoming the main partner of the biggest jewellery brands, he has kept his head on his shoulders which, according to his collaborators, makes him a special kind of person in this exceptional world.
He is currently developing a workshop/shop in Saudi Arabia, whose concept is to include the customer from the beginning of the jewellery design process. Since January 2021, he has been based in Dubaï, where he hopes to open a setting workshop.
Representing Wallonia-Brussels in Dubaï was an obvious choice
It was therefore only natural for him to take part in Wallonia-Brussels Week, organised by WBI and the Walloon Export-Investment Agency at the Belgian Pavilion of the World Expo from 6 to 12 November 2021. Together with his London employees, he is putting on a two-day masterclass in the form of workshops, during which he will present a diamond tiara and the different stages of its creation (design, 3D printing, platinum castings, polisher, etc.). This masterclass is mainly aimed at design schools in the Emirates, which will be able to benefit from his incredible expertise. It will be a wonderful sharing of knowledge. Pino Spitaleri is also offering a prestigious showcase on the pavilion's panoramic terrace at the end of the first day of the masterclass.
Pino Spitaleri is a great success. His is a fine example of a career, starting from nothing to become one of the masters of his discipline, recognised throughout the world. This recognition is reflected in his participation in the Dubaï World Expo. It will inspire vocations and showcase a little-known profession shrouded in an air of mystery.
Few words from Pino Spitaleri
How did the decision to participate in the Dubaï World Expo come about?
I was approached by WBI and the Wallonia Export-Investment Agency in 2019; they very kindly invited me to participate in this prestigious event and I am very proud to be in this beautiful Belgian pavilion. I left Belgium 22 years ago and being able to represent my country is without doubt one of my greatest achievements.
In terms of your designs, how important is it to be in Dubaï?
We now have a presence on every continent and I am at home here in Dubaï, as my family and I have been living here for a year. Over the last few years, I have developed an important relationship with local customers who appreciate quality jewellery. We are opening our second boutique in December, where I will offer our Emirati customers a unique, exclusive experience based on tailor-made products in a 800m² palace.
Why this Masterclass? What do you want to convey in this specific context of the World Expo?
The idea is to open the curtains on what goes on behind the scenes in a jewellery store. We want to push the jewellery displays to the back room and showcase our artisans, while also being transparent about the source of our materials: "From mine to finger".
What is your view of Wallonia and Brussels today?
They are source of expertise that deserves to be exported internationally; we don't just have fries, chocolate and beer in Belgium. I have met many Walloon entrepreneurs who have skills that deserve to be on the international stage, but they do not necessarily know which springboards to turn to. As a Wallonia.be Ambassador, I will commit to helping my compatriots who are looking to develop.
What would be your best advice if you came across the young Pino?
My dear friend, look straight above your head; your beautiful star is there, so go for it!
Wallonia-Brussels Week at Dubaï World Expo will take place from 6 to 12 November 2021. Wallonia-Brussels International and the Wallonia Export-Investment Agency intend to present the expertise and excellence of Wallonia and the Wallonia-Brussels Federation to visitors from around the world. It is a unique opportunity to showcase Walloon and Brussels talent and operators during an event of this magnitude.
