August 2011 saw the explosion of the Cruciani four leaf clover bracelet phenomenon: endless queues of people crowded the Cruciani boutique in Forte dei Marmi (for 60 days in a row!) to get the summer bracelet in one or more colours.
This boom rapidly spread throughout the whole of the country and beyond (Europe, America and Japan). At the Vogue Fashion Night Out, the bracelets made their official debut in Milan as well, where success was immediately assured by a limited edition of the coveted bracelet specially produced for the Milan Fashion Week.
At the end of September 2011, the success of this tiny jewel of Italian craftsmanship, an object that achieved cult popularity in just two months, was enlisted in support of an extremely worthy cause. The four leaf clover bracelet became a charity project for the city of Fukushima: “Cruciani x 3/11”. Sales of this special four leaf clover bracelet (the “Cruciani x 3/11” bracelet is made up of six white four leaf clovers joined in the centre by a red heart) enabled the company to donate ten million yen to the Japanese government for the purchase of a fishing boat, a practical asset helping the local population to regain primary sustenance.
The popularity of the bracelet, which in the meantime has won over even the most unlikely candidates, continues to grow. In November 2011, it was featured in a fascinating new project, this time dedicated to China: “Made in China”. Cruciani’s celebrated four leaf clover bracelets have in fact become the subject of two works of art by Marco Bertin.
Cruciani creativity didn’t stand still: a number of new ideas were launched in the subsequent months and immediately became must-haves: