The Charm of Capri in the World: Interview with Maria Elena Aprea, Creative Director of Chantecler

The magical island of Capri has always been a source of inspiration for artists, designers, and creatives of all kinds, in a perfect blend of natural beauty and art. On the occasion of the That’s Amore Capri festival, we had the pleasure of interviewing Maria Elena Aprea again, creative director of the jewelry brand Chantecler, an official sponsor of the festival, who has skillfully reinterpreted the unique spirit of the island in a collection of unique and refined pieces.

1 – Today Chantecler fully represents “Capriness,” a perfect synthesis of the island’s beauty, history, and nature. What are the daily challenges that a brand like yours faces to remain competitive?

Chantecler maintains a very strong Capri identity, and does so with pride. Capriness is what defines us and what determines our success. On one hand, Chantecler contributes to fueling and spreading its myth, and on the other, Capri is our stylistic hallmark and our source of inspiration. There is no competition with Capri, because it is a unique place, and the same goes for us. The secret lies in staying true to ourselves, understanding that we are a niche of extreme sophistication.

2 – What are the sources of inspiration in your creative process for your jewelry and how important is craftsmanship in these processes?

In each of our creations, there is a piece of Capri, which for us is a treasure trove of suggestions and emotions. The worldly and natural atmospheres of the island combined with the sensitivity for beautiful gems inherited from Salvatore are the creative platform of every Chantecler jewel. In this context, the Maison is a proud ambassador and promoter of Made in Italy. The production center is located in Valenza Po, Piedmont, historically the nerve center of Italian goldsmithing. Here Chantecler has the opportunity to combine the tradition and experience of artisans with the most advanced technologies.

3 – Do you have a particular story or anecdote related to Capri and Chantecler that you would like to share?

There are countless stories and anecdotes, especially from the Dolce Vita years. I would like to tell you some from when I was a girl and helped my father Salvatore in the boutique during the summer.

Jacqueline arrived in Capri, attracted by rumors of a kiss between Onassis and Maria Callas on the beaches of Tragonissi. To make amends, the Greek shipowner accompanied the former first lady to our jewelry store, from which Jackie emerged radiant. At the time, my father neither confirmed nor denied the circulating rumors, but the gift that sealed peace between the two was a diamond star of inestimable value. A few days later, the two were welcomed at Villa Chantecler, where they spent a pleasant and carefree evening, enjoying spaghetti aglio e olio and Neapolitan songs, sung by Onassis himself.

During his stroll, a well-known Mexican magnate was drawn to the main showcase of the boutique, the famous 18th-century Neapolitan sedan chair! The man was not so much interested in the jewelry but in the sedan chair itself, with which he wanted to carry his bride around. In response to his request to buy it, my father replied that it would be possible if he purchased all its contents as well! The man asked to be billed at the Quisisana where he had retired for his afternoon rest… a few hours later, my father had to get on the phone and contact all the major antique dealers of the time to find a new sedan chair for the shop, obtaining permission from the customer to keep the chair “on loan” until the end of summer!

A few minutes before the boutique was closing, a man in shorts, shirtless but very distinguished looking, came into the store and asked my father to choose some jewelry as gifts. The resulting bill was substantial, and the man, casually, said he would come back since he didn’t even have his wallet with him and would pay shortly to collect them. My father wasn’t surprised, as he was used to it because even Chantecler himself wasn’t accustomed to carrying a wallet and calmly handed over the many packages he had wrapped, telling him to stop by the next day to settle. Stavros Niarchos came by the next day to settle his bill.