FOPE spotlights Flex'it mesh jewelry in The Golden Now campaign

A gold bracelet that feels stiff by noon is easy to admire in a box and easy to forget on the wrist. FOPE’s answer is Flex’it mesh, a system of tiny 18-carat gold springs that gives the metal real elasticity, and the brand is using it to push the idea that fine gold should earn its place in a daily rotation, not just on a special occasion.

The Golden Now campaign put that pitch front and center, reframing FOPE’s archive with a contemporary twist and placing the mesh, the Chicco motif and Flex’it technology at the heart of 18 new debuts due in May. The launches span signature lines including Eka, Love Nest, Panorama, Prima and Vendôme, with diamond pavé and rondelles adding polish without abandoning the restrained, one-metal look that defines the house.

That restraint has deep roots. FOPE says it has been making flexible 18-carat gold jewelry since 1929, when Umberto Cazzola opened an artisan workshop in Vicenza, Italy. The brand later points to the Novecento mesh, invented in the early 1980s, as a turning point, along with the patented Flex’it system that turned woven gold into something that could move with the body. In FOPE’s telling, the work is still anchored in master goldsmith craftsmanship, even as automation and robotics now sit beside it in production.

The result is a language of jewelry that reads as minimalist but not bare. FOPE’s flexible bracelets, rings, necklaces and earrings are built around smooth mesh rather than heavy hardware, and the new-jewelry listings widen that vocabulary with black-diamond variations, bicolour pieces and decorative clasp styles. Prices start in the low thousands of euros and climb sharply for more elaborate diamond-set forms, including a Flex’it Necklace with Diamond Pavé priced from €36,790.

That spread matters. FOPE is not selling a single hero piece so much as a gold wardrobe that can stack, layer and travel from weekday to evening without changing personality. The company reported consolidated net revenue of €73.4 million in 2024, up 10.0 percent from the year before, and said about 85.79 percent of that came from foreign markets. A March 2025 company release put the group at 75 employees and said roughly 90 percent of revenues came from international business, a reminder that this Vicenza workshop-turned-global brand is betting that comfort is now part of luxury’s value equation.