Fope Launches "The Golden Now" Campaign With 18 New 18K Pieces

The engineering that lets you wear $20,000 worth of solid 18-karat gold without ever fumbling with a clasp is deceptively simple: microscopic springs. Fope's patented Flex'it system inserts tiny 18-carat gold springs between the links of the brand's woven mesh, making the jewelry comfortable and easy to wear every day. It is a mechanical solution to one of fine jewelry's oldest friction points, and it sits at the center of everything the nearly century-old Italian house just announced.

Founded in 1929 by goldsmith Umberto Cazzola in Vicenza, Italy, Fope unveiled "The Golden Now" campaign alongside 18 new jewelry pieces set to debut in May. The campaign, shot by photographer Philip Gay, celebrates the "here and now." Its visual language is contemporary and sun-drenched, and its commercial argument is pointed: solid high-karat gold is not a vault asset, it is a daily-wear material.

Two pieces anchor the pricing conversation. The Maori bracelet in 18K yellow gold set with diamonds is priced at approximately $20,340. The Aura necklace, which combines 18K yellow, rose, and white gold within a single design, comes in at approximately $15,580. At those figures, understanding the construction is not optional.

The Novecento mesh, which Fope launched in 1980, is a smooth weave assembled by ingeniously crimping together intricate gold components without welding. The Flex'it springs are also 18-carat gold, inserted into that mesh to make it flexible. The result is a uniform alloy throughout, from surface link to internal coil, with no plating to wear through and no base metal beneath. That structural integrity is what justifies the durability argument.

The wearability advantage shows up most clearly in how sizing works. Because Flex'it pieces carry no traditional clasp, the bracelet contracts and expands around the wrist rather than being fitted by a jeweler. To find the right size, hold the bracelet at its natural contracted state against the inner wrist; it should sit flush without compressing the skin. Fope offers small, medium, and large fits across most Flex'it collections, and the same elastic quality that solves the sizing problem also makes pieces stack cleanly, conforming to each other and the contour of the wrist without the stiffness of rigid bangles.

When inspecting a Flex'it piece before purchase, compress the mesh lengthwise between both thumbs and release it. The rebound should be immediate and uniform, with no segment that stiffens, drags, or returns sluggishly. A compromised spring in one section is repairable by an authorized retailer, but worth identifying before the transaction. The Novecento mesh itself should lie flat without any permanent wave in the links, which would indicate prior stress to the structure.

For care, solid 18-karat gold needs only warm water, mild dish soap, and a soft-bristle brush worked gently between the links. Ultrasonic cleaners are safe for undamaged Flex'it pieces, but pavé-diamond elements like the rondels on the Maori bracelet should be cleaned by hand to avoid loosening prong settings.

The 18 new pieces span several collections, including six new additions to the Eka line and two new pieces in the Love Nest collection. The Eka Impero variant transforms the collection's iconic Chicco element into a bold diamond-set mesh, while the Prima Aura combines three shades of gold with diamond rondels, positioning gemstones as an expression of everyday luxury. Eka, named from the Sanskrit word for "one," was the collection that originally introduced Flex'it technology to the market, making it the logical backbone for a campaign built around the idea that luxury and daily life are not separate categories.

For a brand approaching its centennial, "The Golden Now" reads less like a nostalgia exercise and more like a quiet insistence that the engineering problem was solved decades ago, and the only remaining question is whether buyers are paying attention.