### Reviving the Legacy: How New Generations Awaken Dormant Family Brands
The landscape of branding is witnessing a remarkable transformation as **new generations breathe life into dormant family brands**. This revival often involves a blend of nostalgia, innovation, and a deep sense of responsibility towards heritage.
### The Journey Begins: Mireia Arasa Coll’s Discovery
When **Mireia Arasa Coll** ventured into her semi-retired grandfather’s workshop, the treasures she uncovered transcended mere memories. “He kept everything,” Mireia recalls, surrounded by boxes bursting with **sketches from her grandfather, jeweller Albert Coll**, spanning an impressive seven decades. One discovery—a stunning array of geometric designs made from titanium, created in the late 1960s—captured her imagination.
> “I was captivated by their modernity,” she remarks, sounding every bit the visionary. Each sketch resonated with her childhood memories of cutting jewels at Albert’s workbench, sparking the idea to resurrect the **eponymous jewellery line** her grandfather had established in 1947.
#### A Collaborative Approach
Mireia and her grandfather embarked on a creative journey, with Mireia curating the archive and focusing on **visual storytelling**, while Albert reimagined designs for a contemporary audience. Their efforts quickly attracted attention, particularly from a demographic of women aged thirty to fifty.
One particularly poignant piece was the bespoke **Name ring** (£1,744, [albertcoll.com](https://albertcoll.com/en-de/products/the-name)), originally designed for Mireia’s grandmother. Customers began commissioning new versions for their own children, interlinking generations and stories in one exquisite band.
Mireia harnessed her skills as a photographer to cultivate a fresh audience, launching the modern iteration of the brand—**Albert Coll 2.0**—in 2019.
### Embracing Heritage: The Abuela Swim Club Collection
The latest offering, aptly named **Abuela Swim Club**, exemplifies the essence of nostalgia. This collection features an intriguing mix of beach towels adorned with horoscope-inspired designs, a tribute to a ceiling mural her grandfather had painted. Mireia emphasizes her connection to this legacy: “I don’t want to invent new things. It all comes from him.”
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### The Griegst Legacy: Noam Griegst’s Sensible Vision
**Noam Griegst**, another heir to a brand steeped in tradition, is on a parallel journey of revival. The son of esteemed Danish jewellers **Arje and Irene Griegst**, Noam has curated the family legacy with a mission that balances sensitivity with boldness.
> “The system hungers for newness,” he observes, acknowledging the brutal nature of modern branding. Yet, his approach to reanimating the **avant-garde jewellery house** established in 1963 has been marked by caution.
#### Navigating the Complexity of Heritage Brands
After transitioning from a career in videography and photography to embracing his parents’ work, Noam recognized the intricate challenges associated with upholding a heritage brand. The nostalgia tied to his brand is palpable, including the iconic **floral tiara** crafted for Queen Margrethe II of Denmark in the 1970s.
In reflecting upon his responsibilities, Noam shares, “There is such a weight and responsibility to transforming and bringing new life.” His strategy focuses on close collaboration with artisans, reviving a rich array of vintage designs while gradually diversifying their offerings to include everything from glassware to candelabra—and, of course, their renowned jewellery.
### The Personal Drive Behind Ilaria Icardi’s Collection
**Ilaria Icardi**, born into a family of goldsmiths in Valenza, Italy, similarly navigated the dichotomy between familial legacy and personal freedom. Despite her illustrious career in fashion with **Yves Saint Laurent** and **Prada**, the pandemic prompted her to pivot and launch her eponymous jewellery brand, reconnecting with her father’s craftsmanship.
> “It’s a place where I have pure creative freedom,” she asserts, allowing her artistry to flourish without constraints.
#### The Essence of Innovation and Tradition
Icardi’s collections blend her father’s classic styles with her own modern twists. The **Tuxedo ring** (£8,161, [ilariaicardi.com](https://iliaracardi.com/en-gb/products/tuxedo-ring)) and the **Lego necklace** (£8,161, [ilariaicardi.com](https://ilariaicardi.com/en-gb/products/the-lego-chain)) serve as perfect examples of this harmony between heritage and personal vision.
### The Solitary Path to Revival
As each of these heirs embarks on their own revival journey, the challenges intensify. After the passing of **Albert Coll** in 2023, Mireia finds herself continuing the brand’s legacy alone. “It is all about very gently keeping the heritage alive,” she emphasizes, encapsulating the delicate balance between innovation and tradition.
In this era of rapid fashion cycles, **the revival of family brands** showcases the unique stories and artistry that endure through time. These new custodians are not just preserving legacies; they are transforming them into vibrant narratives that resonate with today’s consumers.
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By reviving these cherished brands, new generations are rewriting the rules of branding, ensuring that the artistry of the past seamlessly integrates into the aesthetic of the present. These brands stand as **testament** to the enduring power of heritage—transforming nostalgia into a pathway for the future.
