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To Italian dressmaker Nina Richchi were not peculiar neither impudent provocations, nor strict restraint, and modern simplicity Chanel has served for it only as the beginning. Its dresses should be romantic, sexual and at the same time beseeming for ladies.

To Italian dressmaker Nina Richchi were not peculiar neither impudent provocations, nor strict restraint, and modern simplicity Chanel has served for it only as the beginning. Its dresses should be romantic, sexual and at the same time beseeming for ladies.

Nina Richchi was unusually elegant. Its beauty, charm, a manner to keep always drew attention of associates. Every morning it is equal in half eighth it the hairdresser visited, and in an hour per a perfect hat it approached to white "Cadillac", radiating calmness and confidence of the succeeding person. The personnel named its "queen". Stamp «Nina Ricci» up to today remains a symbol of classical elegance, luxury and royal advantage.

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The daughter of shoemaker Mari Adeland Neli whom the world has learnt under a name Nina Richchi, was born in 1883 in the Italian city of Turin. Her father in hope to find clients among the women of fashion who had a rest on Azure coast, has got over with a family from Turin in Monte-Carlo. But soon he has died, not having left the wife not a stiver. In 1895 … in 12 years remained without the father, Mari has begun the way to career top. Since the early childhood the girl dreamt to sew fashionable clothes. The dream, not without applied efforts, starts to be carried out - Mari arrives the schoolgirl in a sewing workshop and does the first step to the future trade: charming hats of its own invention go at local women of fashion in great demand.

In fourteen it together with mother and elder sister works in a haberdashery, and continues to study in sewing craft in the evening.

Soon Mari finds job in the fashionable house where to beginners allowed to iron, sew buttons and to run «on parcels»; having passed through all it, it could become the younger milliner, then - average and, at last, after many years, - the first. Hundreds girls went on this sad way, but Mari has not got lost in their crowd. By eighteen years it has received a place of the first milliner, and in couple of years has employed dressmakers who sewed clothes under its own sketches. In 1905, models of future madam Richchi have interested large Parisian fashion houses, and to it orders began to arrive.

Once at a bus stop the girl has seen tsvetochnik Lui Richchi - so Mari Neli has turned to Nina Richchi. Alas, their marriage was not happy, and soon Nina remained one. It still works tirelessly and steadily walks upstairs, Haute couture conducting in the world. Nobody knows, what pressure of forces it costed, - after all it on hands had small son Robert.

In 20 Nina Richchi arrives in House Raffin, in ten years becomes it sovladelitsej and not too worries about the future when the House should be closed. To it was 49, it carried large white pearls which did not remove even at night, and went by a white Cadillac. It was happy with a life and dreamt of rest. However son Nina Robert has convinced her of necessity of creation of own Fashion house.

And in 1932 on the house number 20 along the street Capuchins there was a signboard: NINA RICCI.

With opening of House Nina Ricci to madam Richchi has come not only a status, but also the world glory. Thanks to Robert Nina Richchi's of studio has turned to the empire which has captured 130 countries. The family duet has been doomed to success from the very first displays. Nina Richchi fine knew tastes of the clients - the bourgeoises preferring quality of extravagance. A classical suit, a "small" dress, a dress-jacket - here a basis of its first collections. The secret consisted in a cut; we will add perfection of execution and reasonable prices (three times more low, than at "Lanvena" or "Poirot") - and it becomes clear, why Nina Richchi soon dresses a floor-parizha. Its commercial scent will deduce the family company in the first rows of the French manufacturers of clothes.

Robert Richchi successfully combined lines of the artist and the businessman. As the professional in the fashion world, it has come to add to logic necessity an image of the woman «from Nina Richchi» with corresponding aroma and as the businessman saw in it the additional factor of success, expansions of popularity of firm, and, naturally, increase in its profits. Robert has surrounded itself with perfumers, and in 1946ã there was a first aroma of the Fashion house "Nina Richchi" - «Ñîåur Joie». The bottle has been created by the friend to the childhood of Robert, Mark Lalikom. The instant success of aroma has inspired firm, and in two years there were following spirits «L ` Air du Temps» which popularity has stepped over borders of France. In the course of time charm of the freakish aromas created by Robert Richchi does not weaken at all.

On a legend «L’air du Temps» he created for the beloved, and the love, as is known, does not grow old never. Therefore each 5 seconds someone on globe buys this perfume for the liked. The bottle, created all the same Mark Lalikom, is familiar to all who ever visited perfumery shops: on a cap two pigeons, two symbols of the world, a youth and love, on vessel glass - convex flowers - job of artist Christian Berara.

Mister Richchi personally took part in creation of spirits - itself selected and defined a final variant of aroma, worked with packing and bottle sketches. It did not reserve expensive marketing researches in large firms - it simply was it firmly convinced in success "vzlelejannogo" it of aroma. As it could go at all practicality on such commercial risk - a riddle. Perhaps, the God helps artists, in whatever area they worked? Anyway, now Nina Richchi's name inseparably both from clothes models, and from aromas of the fashionable house.

In 1979 NINA RICCI has moved from street of Capuchins on avenue Montan, to one of the most prestigious Parisian quarters. Thus, main office NINA RICCI - five floors of offices, design studios, masterful, boutiques, salons and some halls for displays, became strategic base of the company, the management of all kinds of activity of empire NINA RICCI whence is carried out: manufacture of clothes, products from a skin, hours and accessories, jewels and many other things.

The firm has the own centre near Paris. The unique division provides with the spirits all world. From automatics here only a line for flood of spirits in flakonchiki, the rest becomes manually. Everyone flakonchik is stuck with a skin of a lamb and sealed up. The centre rolls in colours and fountains and by right is pride of the founders.

In the late eighties the company has decided to win hearts of a strong half of mankind and has opened man's boutique Ricci Club, and in 1989 Nina Ricci has presented the first aroma for men with the name with the same name. In 1992 the cosmetic line into which all necessary means for care of a skin and a make up today enter was issued.

Among production made NINA RICCI, hours definitely became one of priority directions as anybody does not call doubts that fact, that hours are a fashionable accessory and the carrier of personal style. In November, 1998 NINA RICCI on a long-term basis has passed the licence for manufacture of the hours of the Swiss company Time Avenue SA located in Vomarkju (nevshatel). Its experience in technical area, item strategy and international distributions of the most powerful goods help advancement NINA RICCI as one of the main players among the French stamps of Haute couture.

In the same 1998 the company has ceased to be purely family business and has united with Group Puig. Based in 1914, Group Puig in 1997 had the general goods turnover in 3,5 billion French francs (600 million US dollars), and 60 % of the income are received for the foreign market bill. Group Puig being in Barcelona and recognised as the leader in the market of spirits in Spain, has decided to expand sphere of the activity by purchase or share acquisition in the firms having wide popularity. Firm Nina Ricci transformation is a part of strategy of the development, the having purpose to strengthen penetration on the market to raise prestige of stamp Nina Ricci and to underline romantic spirit of its international success.

The president of the new company became 42-year-old Mariano Puig. The new president, Mariano Pjuig, has a deep understanding of value of the French luxury as it is included already into company Paco Rabbanne board. Its first problem was to carry out the deep analysis of the company, and, proceeding from results, he has understood, that image of the stamp requires serious strengthening. Thus, now NINA RICCI passes through the radical changes which purpose is quite clear: to inform the idea to new generation of active women, idea which is stretched far beyond the beginning of the third millenium.

The carried out reforms have appeared are successful - the collections shown to public in a new millenium, have confirmed invariable success of fashion designers of House Nina Ricci. Having saved traditional elegance and feminity of products of this stamp, it was necessary to give to them and new lines which could involve women modern: active and active.

To a post of the art director it has been appointed young and vanguard Natali ZHerve. After successful career in USA Natali at the desire of Ford's Volume in 1994 g has helped to create for firm Gucci a new collection of a ladies' ready dress. This favorable prelude which proceeded two years, has induced it to make attempt to expand the activity. That it also has made, when has responded to request Valentino to incur a management on creation of a collection of a ready dress. The whole year it worked near to the glorified Italian designer over its creation of 12 collections.

Natali ZHerve it is necessary to create absolutely new world NINA RICCI: new products for all directions of the firm, the new concept of advertising and a new boutique on avenue Montan which has opened in 2001 to It have given full freedom in business of creation of absolutely new Universe NINA RICCI.

Being based on main values NINA RICCI, Natali ZHerve puts before itself aim to create really modern variant of the Parisian elegance and to give new sounding to expression «House RICCI is an embodiment of the Parisian shine in the form of its greatest feminity».

Today Puig completely family international business with operations worldwide and various stamps: Paco Rabanne (Paris), Nina Ricci (Paris), Carolina Herrera (New York), Victorio and Lucchino (Seville), Gal (Madrid), Antonio Puig (Barcelona).