#52: Is the American Dream still Alive? The story of the jewelry brand Faraone Mennella. With Amedeo Scognamiglio

I couldn't be happier to kick off a new season, this time live
from Dubai, of Lux & Friends podcast, with an exceptional
guest whose story is nothing short of a fairytale in the Luxury
Industry. Like all fairytales, Amedeo Scognamiglio's life and
journey are filled with surprises, miracles, unexpected twists,
extreme joy, and profound sadness. Amedeo and his childhood
friend, partner, and later business partner Roberto Faraone
Mennella left Italy in the late 90's to pursue their dream of
living together in NY and creating something remarkable. Amedeo
began expanding his family's 150-year-old Cameos business in the
US, while Roberto opted to study at the prestigious Parsons
School of Design. After Roberto graduated, he faced a crucial
decision: either join a company with years of apprenticeship
ahead before having creative freedom or establish their own
venture with Amedeo. They chose the latter, and soon after, the
fine jewelry brand Faraone Mennella was born. Despite the grand
dream, they had only $10,000, just enough to craft their first
"mesmerizing" (to say it with those who saw it)  collection.
"What could possibly go wrong?" they wondered. The jewelry was
breathtaking, the plan was set (to be featured at Bergdorf
Goodman), and they were driven to succeed. However, the 9/11
struck, shattering their hopes along with the towers. Yet, one
fateful night, Amedeo received a call that achanged their lives
forever. Sarah Jessica Parker, the star of Sex and the City,
requested a Cameo for the show. The rest is history. Within
months, Faraone Mennella emerged as the most sought-after
designer jewelry brand in the US. The media couldn't get enough
of them, and the roster of celebrities and UHNWI adorned in their
jewels is too lengthy to enumerate. An American dream was
realized. "The Italian boys" succeeded in NY, but tragedy loomed
ahead. Roberto passed away in 2020, yet his dream lives on,
carried forward by Amedeo in his memory. Grab yourself a cup of
coffee or tea, settle in comfortably, and tune in to this episode
of the podcast. It will evoke laughter, tears, dreams, and
renewed hope.