In just two decades, Lugano has gone from being a newcomer on the luxury jewelry scene to a formidable design force. Known for its one-of-a-kind pieces, the label now has nine boutiques in the US and UK –including Worth Avenue in Palm Beach. But it’s also committed to giving back; currently, Lugano collaborates with more than 100 non-profit organizations.
PALMER spoke to Josh Gaynor, Interim CEO of Lugano, to learn more about how the brand started, and where it’s going,
How did your history in the luxury industry pave your way to Lugano?
Having spent over two decades in the luxury sector—particularly in high jewelry—I’ve had the opportunity to work with some of the most iconic brands in the world. That experience sharpened my eye for what it takes to stand out in an increasingly discerning market. What drew me to Lugano was its distinctive business model, exceptional product, and a team fueled by passion and purpose. But what truly set it apart was its unwavering commitment to the client—every decision, every design, every interaction is crafted to deliver something deeply personal and beyond expectation.
At Lugano, we don’t just offer jewelry; we build lasting relationships and create pieces that tell a story. Each design is exclusive, centered around extraordinary gems and tailored to reflect the client’s individual style. True luxury, to us, lies in the experience—the connection we foster with our clients and the artistry that goes into every creation.
Inside one of the brand’s boutiques.
The company’s legacy and philosophy are rooted in philanthropy — why is that connection so important?
Philanthropy is at the heart of our company—it’s not an add-on, it’s foundational. Many of our relationships have begun through shared support of causes close to our clients’ hearts, and that creates a genuine, lasting connection. It’s a natural reflection of the values we share with the communities we are in.
Let’s talk about the growth of the company. What’s the strategy, and how does it differ from other luxury jewelers?
Our approach to growth is highly intentional. We don’t expand for visibility—we expand where meaningful relationships already exist. Each boutique is opened in a location where we see the opportunity to build something lasting and thoughtfully integrated. London was a natural next step as we continue to support a growing international client base. We always lead with connection, not scale. Rather than aiming to be everywhere, we focus on creating deeply personal experiences in every place we choose to be.
The product line is just extraordinary! What are some of the most special pieces?
Every Lugano piece begins with the stone. Its shape, color, and natural characteristics guide the design. We don’t force a concept onto a gem—we let the gem lead. One example is our Paraiba Ring, which features a 21.36-carat oval-cut Paraiba tourmaline. The vivid blue shade of the gem is incredibly striking, a result of copper traces within the stone that make Paraibas exceptionally rare. The setting was crafted to highlight its brilliance and color, ensuring nothing detracted from its natural beauty.
A Lugano ring
Congratulations on the new boutique in Chicago. Tell me a about how you approach client experiences in your boutiques. Is it different for each location?
Thank you—we’re thrilled about Chicago. Each of our nine boutiques is designed to feel more like a private residence than a store. We want clients to feel at ease, not rushed. While every location reflects its local community, there’s a consistent ethos of warmth, discretion, and elegance throughout. Interior design plays a big role in creating that atmosphere. From the materials to the lighting to the art on the walls, everything is curated to enhance the experience and reflect the quality of what we create. It’s not just about showcasing jewelry—it’s about offering a space that invites connection.
What does the future hold for the brand?
Our future is rooted in thoughtful growth—new locations, new relationships, and continued investment in design and craftsmanship. We’re excited to expand our reach, but always in a way that preserves the intimacy and integrity of the brand. We’ll also continue to deepen our philanthropic efforts, which remain central to who we are. Ultimately, the goal is simple: to create extraordinary jewelry and meaningful experiences that leave a lasting impact.