Nerdi Orafi Firenze unlocks the door to its ancient workshop

The Nerdi workshop next to the Ponte Vecchio in Florence creates handcrafted jewellery. Located in the Casa del Orafo, a building in which the Medici family housed Florentine goldsmiths in the 16th century, it has a Renaissance feel. An ancient Florentine craft passed down from generation to generation, it’s a trade that has rarely advertised in conventional ways, let alone on the Internet. However, rather than sell its jewellery online, Nerdi is keen to increase the visibility of its workshop and attract more clients who appreciate this ancient craft.

Consultant Silvia Messeri explains: “These are pieces that need to be seen and touched, and you need to hear each one’s story. It’s important to understand the context in which they are created. Jewellery is designed and restored in my sister Daniela’s workshop, and the precious stones are cut there – it feels like you’re going back in time.”

By creating its own website and participating in the ‘Made in Italy: Digital Excellence’ project, which is led by Google and the Italian Union of Chambers of Commerce, the company has been able to open its doors to people interested in discovering genuine examples of ancient craftsmanship.

Since it’s gone online, the workshop has made many contacts via email and received visitors from around the world wanting to learn more about the passion, art, traditions and workmanship that go into these Florentine crafts.

“With the help of the Internet, we can turn a workshop steeped in history into a popular tourist destination. Google is helping us to generate interest among people who wouldn’t have known about us otherwise – and it all happened in the blink of an eye”, says Silvia Messeri.

Google is helping us to generate interest among people who wouldn’t have known about us otherwise.

Silvia Messeri, Consultant, Nerdi Orafi Firenze


Florence, Italy


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