FerriFirenze’s historic debut: a new chapter on the Ponte Vecchio

Florence, May 2025

This May, a new light will glint off the Ponte Vecchio – not from the Arno, but from a boutique that signals a bold and exciting step for FerriFirenze. Known for its unique blend of Tuscan artistry and fine craftsmanship, the brand is opening its first official standalone boutique in the heart of Florence. And it couldn’t be in a more fitting place: the legendary Ponte Vecchio, one of the most iconic jewellery destinations in the world.

For FerriFirenze, this is more than a retail expansion. It’s a landmark moment in a journey rooted in heritage, artistic devotion, and the spirit of Tuscany.

“We are very excited,” says Ilaria Furlotti, co-owner and creative force behind the Italian jeweller. “It’s the first time we’re opening a true FerriFirenze boutique – aside from our atelier – and it’s not just anywhere. It’s Ponte Vecchio. For us, this is a dream and a responsibility.”

A bridge rich in story and significance
The Ponte Vecchio isn’t just a bridge; it’s a monument to Florentine life. Originally constructed during Roman times and rebuilt in stone in 1345, the bridge has long been a hub of commerce. Though butchers and tanners once lined its edges, it transformed during the Renaissance into a refined enclave of goldsmiths and jewellers – a shift mandated by none other than Grand Duke Ferdinando I de’ Medici, who sought to elevate the area’s character.

Since then, it has remained the epicentre of high jewellery in Florence, home to generations of family-run workshops and artisans. Adding to its mystique is the Corridoio Vasariano, a secret passageway about 750 metres long. It was built in 1565 by Giorgio Vasari to allow the Medici family to move privately between the Pitti Palace and the Uffizi. It was recently restored to be brought up to safety standards and reopened to the public in December 2024. After buying a special ticket, you can walk through the Uffizi gallery, over Ponte Vecchio, and exit the Boboli Gardens. The corridor passes directly over the shops, visible both from inside and outside the bridge – and it plays a key role in FerriFirenze’s new home.

A boutique unlike any other
The new FerriFirenze boutique is housed in what is believed to be the oldest structure on the Ponte Vecchio. “It’s not your typical tiny jewellery shop with chaotic displays,” Ilaria’s daughter and FerriFirenze owner Giulia Callegari explains. “This space is special. It’s elegant. It has history.”

The building – once the original Florence location for Audemars Piguet – still holds traces of its past. On the third floor, there’s an ancient gold oven, a silent witness to centuries of Florentine craftsmanship. The ground floor will feature two refined window displays and a custom FerriFirenze desk, while upstairs, a VIP room and private balcony overlook the Corridoio Vasariano and the Church of Santa Felicita, one of the city’s oldest churches.

“This balcony is rare. From there, you see everything – the corridor, the rooftops, the river. We imagine hosting clients there, offering a quiet aperitivo while the sun sets behind the hills,” she adds. “It’s such a uniquely Florentine experience, and we want to make it accessible.”

A laboratory of applied arts
What sets FerriFirenze apart, beyond its jewellery, is its philosophy. The brand has long considered itself a laboratorio di arti applicate – a laboratory of applied arts. The atelier, housed in a villa just outside the city, is open to the public by appointment. Guests can watch as each piece of jewellery comes to life – from sketch to casting, from stone setting to polishing and final presentation.

“Everything happens under one roof,” says Giulia. “That’s rare today. We’ve seen behind the scenes at many brands – we know where they produce, and often, it’s not in Italy. For us, it’s non-negotiable. We want people to see the whole journey. That’s why opening a boutique in Florence feels like the next natural step – to make the FerriFirenze world even more accessible, without losing the intimacy and integrity we’ve always had.”

A home in Florence, a voice for Tuscany
In many ways, FerriFirenze is an embodiment of place, history, aesthetics, and emotion. “We’re proud to represent Tuscany,” Giulia says. “This region is in our DNA. Everything we do is inspired by this heritage, from the art and architecture to the colours of the land.”

This commitment has drawn the attention – and affection – of some of Florence’s most respected figures. The boutique’s location results from a new friendship with the woman who owns the building – one of Florence’s grande dames. “She loved our jewellery. She loved our story. And she said, ‘Let’s do something together.’ It was as organic and special as everything else we do.”

A new era, rooted in craft
The Ponte Vecchio opening marks a shift in scale for FerriFirenze, but not in values. The boutique will serve as a beacon – a beautifully crafted space where collectors, clients, and curious passers-by can enter the world of FerriFirenze, even if just for a moment.

Subtle architectural updates are underway, including a signature orange detail to represent the FerriFirenze spirit from the street. “We’re right next to Rolex,” Giulia says with a smile. “It’s a good neighbourhood. But our boutique is very ‘us’ – elegant, quiet, warm, with just the right amount of flair.”

This move is a significant milestone for a brand that has grown quietly but purposefully – earning a loyal following through exceptional quality and personal storytelling. And yet, it feels perfectly aligned with FerriFirenze’s ethos: to create with intention, to honour the past, and to look to the future without ever rushing.

As May approaches, anticipation builds. For those who know the brand, the boutique will be a new space to fall in love. For those discovering it for the first time, it may just be the beginning of something beautiful.

After all, in Florence, even the stones tell stories – and from now on, one of them belongs to FerriFirenze.

Visit our new boutique in Ponte Vecchio, 16R - Florence, from Tuesday to Sunday, from 10 AM to 7 PM.
For more information, contact us at +39 3472835203