Alexandra Gucci Zarini, the Italian-born, Los Angeles-based entrepreneur, granddaughter of Aldo Gucci, has just opened her first Beverly Hills boutique at 479 North Rodeo Drive. A store that celebrates the enduring influence of Aldo Gucci, who was one of the early pioneers to open a store for a luxury fashion house on Rodeo Drive in 1968. Hand-crafted by Italian artisans in family-owned workshops, AGCF’S first handbag and jewelry collections reveal a design that symbolises unity. The company is also purpose driven and pledges a percentage of sales and 20% of its profits to support grassroots charitable organizations dedicated to the protection of children and women. 

FashionNetwork.com: You’ve just opened your first boutique just a few meters from the Gucci store. Is this a coincidence?
 
Alexandra Gucci Zarini: It all happened very organically. We didn’t choose to be so close to the Gucci store. We just found the best location on Rodeo Drive and Beverly Hills is the place to be. And obviously it makes sense to be here and close to my grand-father’s legacy. 

FNW: Your brand was launched with a clear purpose: to protect children and women. Why was this?
 
A.G.Z: Fashion and luxury are obviously in my DNA and in my genes. I also wanted to create a brand that made sense, that helped create a better world, that was sustainable, that lasted over time and that advocated good quality. A brand that resonates with what my grandfather Aldo Gucci set out to do for a long time. But the main reason comes from my heart. 20% of our profits each year will be dedicated to the protection of women and children. This has been my intention since the beginning of the brand. I was frustrated that the fashion industry wasn’t doing anything to protect women and children. We had to do something.
 
FNW: How does this translate into your first collection?
 
A.G.Z: The whole collection is based on what we call “unita” in Italian, which means unity. I wanted to create a feeling of unity. I wanted to bring everyone together, from different backgrounds, opinions and cultures, with the sole aim of protecting women, children and all human beings. We need more love, more compassion, more respect for vulnerable women and children. This is of course linked to my personal story and I feel very concerned as a woman. We have a few charities in mind. We’ll reveal them later, when we’re ready to process donations. We’re interested in prevention and education, human trafficking, online safety…
 
FNW: In detail, what does your bag collection consist of?
 
A.G.Z: We have 9 models of bags at the moment, available in four colors: black, grey, taupe and off-white. My wish was to bring elegance, chicness and timelessness. A type of bag you can pass down to your daughter. Bags that last a lifetime. I also wanted to make people proud to wear these bags, to make them meaningful.

FNW: How are they produced?
 
A.G.Z: Quality was important to me. Our bags are made in Italy and Spain and are animal cruelty free. We only use recycled leather from other industries. We also use tanneries that do not use chemicals. Our tanneries and factories have the highest standards of living for their employees. We know everyone who works on our bags.
 
FNW: In addition to bags, you also offer a jewelry line. Can you tell us a little about it?
 
A.G.Z: The jewelry collection is based on lab-grown diamonds, which are now more accessible in terms of price. Our brand is luxury yet affordable, with bags ranging in price from $1400 to $2900 and jewelry from $200 to $1500. The “unita” link can be found in every piece of jewelry.
 
FNW: How do you see your brand developing over the next few years?
 
A.G.Z: We will soon be offering a collection of scarves, sunglasses and belts.
 
FNW: Are you also interested in ready-to-wear?
 
A.G.Z: I definitely want to develop ready-to-wear in the future. But that will depend on the success of our accessories first. I’m very picky with clothes. I want them to be perfect and in sustainable fabrics. 

FNW: Can we expect other stores openings?
 
A.G.Z: Yes, that’s our goal. We’re strongly considering New York and Miami for the American market. We’re also talking to some department stores in Europe, in London and Milan. Dubai and Japan could also be interesting markets for us.
 
FNW: A few portraits of your grandfather are displayed in the store. How did he inspire you?
 
A.G.Z: Aldo Gucci was a self-made man. His father had not supported his career or his choices. He had been gently advised to give up developing his brand globally, and the way he ended his career with Gucci was painful. But Aldo was a charismatic character with a real business sense. Like him, I want to follow my instincts first.
 
FNW: Finally, is carrying the Gucci name a good thing?
 
A.G.Z: It brings an obvious focus to what I do. I see it as a positive thing, especially because it brings attention to our goal and the causes I defend. I’m not looking for attention for myself. I’m not trying to hide, but I want to do things that make sense. We’re in it for the long fight.