I couldn't be happier to kick off a new season, this time live from Dubai, of Lux & Friends podcast, with an exceptional guest whose story is nothing short of a fairytale in the Luxury Industry. Like all fairytales, Amedeo Scognamiglio's life and journey are filled with surprises, miracles, unexpected twists, extreme joy, and profound sadness. Amedeo and his childhood friend, partner, and later business partner Roberto Faraone Mennella left Italy in the late 90's to pursue their dream of living together in NY and creating something remarkable. Amedeo began expanding his family's 150-year-old Cameos business in the US, while Roberto opted to study at the prestigious Parsons School of Design. After Roberto graduated, he faced a crucial decision: either join a company with years of apprenticeship ahead before having creative freedom or establish their own venture with Amedeo. They chose the latter, and soon after, the fine jewelry brand Faraone Mennella was born. Despite the grand dream, they had only $10,000, just enough to craft their first "mesmerizing" (to say it with those who saw it) collection. "What could possibly go wrong?" they wondered. The jewelry was breathtaking, the plan was set (to be featured at Bergdorf Goodman), and they were driven to succeed. However, the 9/11 struck, shattering their hopes along with the towers. Yet, one fateful night, Amedeo received a call that achanged their lives forever. Sarah Jessica Parker, the star of Sex and the City, requested a Cameo for the show. The rest is history. Within months, Faraone Mennella emerged as the most sought-after designer jewelry brand in the US. The media couldn't get enough of them, and the roster of celebrities and UHNWI adorned in their jewels is too lengthy to enumerate. An American dream was realized. "The Italian boys" succeeded in NY, but tragedy loomed ahead. Roberto passed away in 2020, yet his dream lives on, carried forward by Amedeo in his memory. Grab yourself a cup of coffee or tea, settle in comfortably, and tune in to this episode of the podcast. It will evoke laughter, tears, dreams, and renewed hope.