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Discover 3rd generation family NYC brand: Fantasia by DeSerio

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Family-run business, Fantasia by DeSerio, dates back to 1925 when Al DeSerio laboured as one of the top eight diamond setters in the USA. Now working alongside his three sons, Fantasia by DeSerio is renowned for creating elaborate designs that look like fine jewellery but instead use affordable materials.

Each stone used by the brand is man-made to imitate real gems, for an affordable and wearable style. All the jewellery is made in New York City, with the three brothers all having a hands-on approach to ensure the high quality and precise craftsmanship of all their pieces. We chat with the three brothers Sebastian, Joseph and Edward DeSerio about their brand.

 

How did the brand start?

“Back in the 1970’s we catered to a very wealthy clientele who became fearful with the responsibility of travelling with their precious jewels. With this in mind, we developed the concept to duplicate their fine diamond pieces using our same fine jewellery craftsmanship but replaced platinum with gold plated and genuine stones with the highest quality synthetics. This is when the brand Fantasia by DeSerio was born. It continues to be the leading brand of travel jewellery to women throughout the world.”

 

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When did you fall in love with jewellery?

“Our great grandfather was a very established wood carver. He carved furniture and statues in churches throughout Italy and then here in the U.S. (once he migrated). Watching him create these beautiful pieces always intrigued us to become “creators” ourselves. We would also admire our father’s craft of working with beautiful stones to create unique and special pieces. Our admiration and wonder eventually lead all three of us to follow in his footsteps.”

 

"We developed the concept to duplicate their fine diamond pieces using our same fine jewellery craftsmanship but replaced platinum with gold plated and genuine stones with the highest quality synthetics."

 

How has your childhood influenced you as designers?

“We grew up in New York City in a very close Italian-American family. We learned at a young age to value family and it has helped establish a strong bond that makes Fantasia By DeSerio a successful company. It is a pleasure to continue working with your siblings after all these years.”

 

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Who trained you?

“Our father, Al DeSerio started as a diamond setter for a well-known diamond company back in 1920. He learned and mastered the trade and eventually decided to open his own successful fine jewellery company. He trained all 3 of us to follow in his footsteps.”

 

"Every item that passes through here goes through each of our hands and is a piece we are proud to have someone own and wear."

 

Values are hugely important to us at JewelStreet. What are your core brand values?

“We pride ourselves on creating beautiful handcrafted jewellery that is life-time guaranteed to last. Every item that passes through here goes through each of our hands and is a piece we are proud to have someone own and wear.”

 

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How is your jewellery made?

“Our jewellery is 100% made in our factory in New York. We pride ourselves on being a 3rd generation family American business. Brothers Sebastian, Joseph and Edward DeSerio are the head designers and creators of our collection. Other family members are heavily involved too: Kevin DeSerio the top setter, Rob DeSerio an associate designer and Jennifer DeSerio the Director of Marketing and Sales.”

 

Tell us about your gemstones?

“We use our own supervised labs to grow and cut our stones to our own specifications.”

 

What is your most memorable creation…

“In 1984 the jewellery of railroad heir Florence J. Gould was auctioned off by Christie’s. One of her most prized possessions was a pearl and diamond necklace that sold for $900,000. We were asked by the family to recreate the necklace using cubic zirconia and our man-made pearls. It’s still one of our most elaborate and beautiful pieces after all these years.”

 

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"Every year you can find a Fantasia by DeSerio item on Hollywood’s red carpet mixed among Harry Winston and Tiffany jewels."

 

Are there any clients you are particularly proud of?

“We have made jewellery for so many women throughout the years that we are proud to have as clients! Some notable names include American First Ladies Barbara Bush, Laura Bush and Hilary Clinton; and Hollywood stars Elizabeth Taylor and Jackie Collins. Every year you can find a Fantasia by DeSerio item on Hollywood’s red carpet mixed among Harry Winston and Tiffany jewels. Our clients love to mix our items with the fine jewellery and keep everyone guessing. Who are they wearing?”

 

How do you want someone to feel when they are wearing your jewellery?

“Confident and as comfortable as if they were wearing a fine diamond piece of jewellery. Your secret is safe with us!”

 

What drives you to continue creating new and exciting designs?

“Fashion is always evolving so it is important to never rest on your past success. We are always in pursuit of the next great thing.”

 

Fantasia by DeSerio is available to shop on JewelStreet here

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