Lil Milan’s Jewelry Capsule Is Inspired to Irving Penn’s Photography

Italian jewelry brand Lil Milan is launching a special collection to mark its 10th anniversary. 

Dubbed “Golden Drops,” the concise range draws loose inspiration from Irving Penn’s 1963 photograph “Faucet Dripping Diamonds,” in a nod to founder Veronica Varetta’s mission to turn jewelry into a daily companion for women. To be sure, the Millennial entrepreneur established the digital-native company with the goal of enabling younger consumers to approach gold jewelry and wear it 24/7 without waiting for special occasions.

Conceived in 2014, the brand quickly won followers since its official launch in 2017 thanks to the minimal aesthetic of its gold chains, delicate ear cuffs, small hoops and extra-fine rings made in 9- or 18-karat gold and manufactured in Italy. The sweet-spot price points swinging between 100 euros and 920 euros and its fun, pink-hued communication resonated with women aged 20 to 25 as well as customers aged 35 to 50 looking for everyday and simpler alternatives to their luxury pieces.

The anniversary collection has the same ingredients, as it comprises 18-karat yellow gold jewelry spanning from a customizable pendant and a necklace to a bracelet, ring and piercings. Coming in organic shapes, the pieces are punctuated by marquise-cut lab-grown diamonds. 

“This is a capsule that represents an important [achievement] and doesn’t want to compromise but offers precious yet sustainable jewelry,” said Varetta, who in 2022 also launched the Âgée spin-off brand aiming to give a second life to vintage gold jewelry.

Retailing at prices between 240 euros and 780 euros, the “Golden Drops” collection launched in preorder online on Monday and will be available at Lil Milan’s physical outposts starting Dec. 16.

These include the Lil House showroom-cum-store opened in a Milanese palazzo in 2020, as well as a presence at Rinascente’s units in Milan and Turin and a pop-up opened this year in Rome’s Termini train station, which Varetta said is turning out to be strategic to assess the brand’s potential with customers in Southern Italy. 

As part of its anniversary celebrations, the brand also recently launched a temporary pop-up in London and a one-week takeover of Milan’s go-to pizzeria Le Specialità.

Yet Varetta’s goal is to hit 2-million euros in sales. Last year, Lil Milan’s revenues grew 20 percent to 1.5 million euros, with order intake up 30 percent. These were driven by bestsellers like the “Boys Tears” choker lined with drop motifs and the “Pensavo fosse amore,” or “I thought it was love” in English, pearl pendant customizable with up to three letters in gold.

In 2025, the founder will further focus on expanding the brand’s community as well as test new locations for potential store openings. Varetta is also eyeing a capital increase, targeting a first round of investment of about 500,000 euros for a maximum of five investors that could also bring extra know-how to scale up the company, in addition to a financial injection.