Marsha Yachting and That’s Amore: A Lasting Commitment to Capri and Solidarity
Guide Of Capri
August 24, 2024
Many entrepreneurial activities support the That’s Amore Capri festival. What drives them is not just the awareness of promoting quality and entertainment events on the island but also the commitment to an important charitable cause. We had the pleasure of interviewing Maria Elena Aprea, creative director of Chantecler, to learn more about their commitment to the festival and the motivations behind their support for our cause.
1 – The history of Chantecler is linked to the period at the end of World War II when the island of Capri experienced its peak of splendor, becoming a destination for the international jet set and a source of inspiration for artists, writers, and poets from around the world. Can you tell us the story of the Chantecler brand?
Chantecler opened its historic boutique in Capri in 1947, although it had already made a mark on the island’s history three years earlier with the donation of the Peace Bell to American President Roosevelt. In 1944, Pietro Capuano, founder of Chantecler, had the idea to commission a bronze bell for the Americans as a symbol of gratitude and friendship. The bell bears various symbols related to the Capri myth. On one side, St. Michael piercing a serpent, symbolizing the victory of good over evil. On the other, two angels pouring out a cornucopia, symbolizing abundance and prosperity. The bell was then presented to Colonel Woodward in a solemn ceremony attended by the authorities and the entire island community. It remained etched in the imagination of the American soldiers stationed in Capri and symbolically began the Dolce Vita era on the island, fueling its myth overseas. Indeed, it became customary for Americans in Capri to bring back a small replica of the bell. This event marked the beginning of Chantecler’s story, which took its name from its founder’s nickname. The Capri boutique became a reference point for the jet set arriving in Capri, and the divas fell in love with the unique parures created by Salvatore Aprea, Capuano’s business partner. Over the decades, Chantecler’s boutique has welcomed personalities such as Jackie Kennedy Onassis, Audrey Hepburn, Ingrid Bergman, and Mona von Bismarck. While Salvatore managed and created, Pietro became the flamboyant protagonist of the island’s Dolce Vita with his memorable parties and exuberant personality. Not long after, the 1944 Peace Bell inspired the most recognizable symbol of the Maison: La Campanella. In the 1990s, Salvatore’s children succeeded their father and understood the significance of this iconic jewel, which began to spread first throughout Italy and then the world, becoming an ambassador of Capri internationally. Today, Chantecler has monobrand boutiques in Capri, Milan, and Tokyo, and is distributed worldwide through over 130 selected retailers.
2 – The Chantecler world is characterized by timeless style, focused on originality and detail. Is there a piece of jewelry or collection that you consider particularly significant for your brand?
The story of Chantecler is the story of La Campanella. Since 1944, it has been the protagonist of all our events, undergoing numerous stylistic, chromatic, and design experiments while always remaining true to its identity and origins. Coral, turquoise, crystal, pavé diamonds, sapphires, rubies. Gold, silver, titanium. Floral, marine, Capri inspirations. A jewel that draws from myth, that gathers auspices. An exercise in design and glamour, a talisman and an object of desire.
3 – What motivated the Chantecler brand to participate as an official sponsor of That’s Amore Capri?
My family and I believe that businesses have not only an economic role but also a social responsibility towards the community. This is one of the valuable lessons from our father Salvatore, who many years ago was already striving for Capri, promoting initiatives to help and involve everyone, without exception. Chantecler is not just the story of one family but of many. The people who collaborate with us have often done so for many years, and among all of us, a strong affinity has developed, primarily on a value level. Initiatives like That’s Amore Capri remind us of the importance of ensuring equal opportunities for everyone. They remind us of what it means to be from Capri, a place that for millennia has welcomed artists, poets, writers, as well as exiles and refugees, offering everyone the same warm hospitality. The same warmth we want to extend to the young people of Soleterre. Furthermore, the important calendar promoted by the festival, featuring big names in music, cuisine, and the cultural world, which every year brings them to the island thanks to That’s Amore Capri, further motivated us to believe in this partnership this year.
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