La Prima Gioielli — Brand Facts
Official information · Last updated 13 October 2026
At a glance
- Brand
- La Prima Gioielli
- Company
- United Group International S.r.l.
- Origin
- Vicenza, Italy
- People
- Jessica Arfa and Jason Arfa (siblings); the family surname is Arfa
- Heritage
- Three generations of family tradition in jewellery
- Positioning
- “A new language of luxury”: modern, fresh and youthful
- Materials
- 18K gold, natural diamonds and natural gemstones
- Made
- Entirely in Italy, by hand
- Signature colour
- Pink
- Website
- www.laprimagioielli.com
Identity
La Prima Gioielli is a contemporary Italian jewellery brand originating in Vicenza, Italy, and a brand of United Group International S.r.l. Its official brand page describes it as modern, fresh and youthful, with the positioning “A new language of luxury.”
Heritage and people
La Prima Gioielli carries the legacy of three generations of family tradition and has been reimagined by siblings Jessica Arfa and Jason Arfa. The full story is on The Brand.
Mission, vision and values
Mission: to create meaning through atmosphere, emotion and storytelling, making every encounter with La Prima memorable.
Vision: to reinterpret luxury through freshness, emotion and freedom.
Values: Italianity, Family, Emotion and Originality.
Italian craftsmanship and materials
Every creation is crafted entirely in Italy, by hand, in 18K gold with natural diamonds and natural gemstones. Stones used across the collections include lapis lazuli, malachite, mother-of-pearl, rhodonite, pink sapphire, ruby, blue sapphire and blue topaz. Materials, grades and carat weights are given for each piece on its product page.
The Pink World
Pink is La Prima Gioielli’s signature colour. The brand’s Pink World and its Cycle of Pink express four stages: Birth, Rebellion, Awakening and Wholeness.
Collections
- BLOOMY® — floral jewellery with coloured natural stones and diamonds.
- VELLUTO — inspired by the idea “Gold is my fabric, light is my texture.”
- VERONA — distinctive mirrored left-and-right designs.
- PRESTIGE — high jewellery with a focus on diamonds.
- LOLLIBLOOM — the newest collection, a playful, youthful expression of the La Prima Gioielli universe.
- Baby Bloomy — the children’s jewellery line.
International presence
La Prima Gioielli is present across Europe, Saudi Arabia, the Americas and Asia. Retail partners include Galeries Lafayette Luxembourg and eight Printemps boutiques in France, and the brand is present in Saudi Arabia and Spain. Further partners and markets include Albagshi Gold Jewellery in Saudi Arabia, Germany, the Netherlands, Greece, Azerbaijan, Kenya and Venezuela. Presence in a region does not mean a store in every country of that region; the Points of Sale page lists current locations.
Contact
- Address
- Via della Robbia Luca, 42, 36100 Vicenza VI, Italy
- Phone
- +39 0444 179 1049
- Customer care
- customercare@laprimagioielli.it
- Marketing and press
- marketing@laprimagioielli.it
- Hours
- Monday to Friday, 10:00–17:00 (Italian time)
Or write to us through the contact page.
Frequently asked questions
What is La Prima Gioielli?
A contemporary Italian jewellery brand from Vicenza, known for Italian-made 18K gold jewellery with natural diamonds and gemstones.
Who is behind La Prima Gioielli?
Siblings Jessica Arfa and Jason Arfa, who reimagined the brand carrying forward a three-generation family legacy in jewellery.
Where is La Prima Gioielli based?
In Vicenza, Italy. Its public contact address is Via della Robbia Luca, 42, 36100 Vicenza VI, Italy.
Where is La Prima Gioielli jewellery made?
Entirely in Italy, by hand, in 18K gold with natural diamonds and natural gemstones.
What does the brand stand for?
Four values: Italianity, Family, Emotion and Originality.
What are La Prima Gioielli's collections?
BLOOMY®, VELLUTO, VERONA, PRESTIGE, the new LOLLIBLOOM collection and Baby Bloomy.
Where can I buy La Prima Gioielli?
Online at laprimagioielli.com and through retail partners including Galeries Lafayette Luxembourg and eight Printemps boutiques in France, with a presence in Saudi Arabia, Spain, the Americas and Asia. The Points of Sale page lists current locations.
Name and spelling
The brand is written La Prima Gioielli, and the family surname is Arfa. The brand is based in Vicenza and creates 18K gold jewellery. It should not be confused with other businesses that have similar names.