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AGCF Gives Gucci a Nod With Rodeo Drive Address


Alexandra Gucci Zarini (pictured) says she has dedicated her jewelry and handbag brand AGCF to her beloved grandfather Aldo and to supporting charities that aid young women and children.

The first AGCF boutique opened last month, on Rodeo Drive in Beverly Hills. Gucci Zarini says her company follows in the Gucci family’s celebrated fashion tradition of craftsmanship and a timeless aesthetic.

“The weight of a storied name is a source of both inspiration and aspiration,” she tells JCK. “In the more recent years, I have felt a responsibility to uphold my grandfather’s legacy. There are many injustices that he and his legacy had to endure.

AGCF exterior
This location is special to brand founder Alexandra Gucci Zarini because her grandfather opened a Gucci store on Rodeo Drive in the 1960s. 

“Aldo Gucci was one of the most elegant men, one of the most influential figures in fashion history, and one of the greatest brand builders of all time. He deserves to be remembered as such,” she says.

Gucci Zarini describes her new boutique—where shoppers can buy handbags priced from $1,400 to $2,900, and jewelry in the $200 to $1,500 range—as an extension of the AGCF ethos of “purpose-driven luxury,” as stated on Instagram. The shop’s white exterior is simple and sophisticated, with large windows and glass doors; its only decoration is the brand name.

Inside, the minimal adornment continues. The leather handbags seem to float on long white shelves along all-white walls. Some are displayed on mirrored glass pedestals, while glass cases contain AGCF’s inaugural collection of demi-fine jewelry.

AGCF interior
Gucci Zarini says her goal was to create an ambience that honors her family’s heritage and reflects the forward-thinking nature of her brand.

AGCF jewelry is made from recycled 18k gold vermeil or palladium-plated sterling silver, complemented by lab-grown diamonds, Japanese akoya pearls, smoky quartz, and calming gray spinel, for an elegance Gucci Zarini’s grandfather could appreciate, she says.

“Jewelry is so personal—it’s both art and heirloom,” she says. “I was drawn to create jewelry with AGCF to empower women to wear our distinct message of hope and unity, crafting pieces that resonate on an emotional level and stand as symbols of our brand’s commitment to positive change.”

AGCF, a benefit corporation, pledges 20% of its profits to charitable organizations that align with its mission: “the safeguarding and well-being of young women and children.” Gucci Zarini says she wants to make a tangible and sustainable impact in this area over time. She has spoken publicly about her childhood sexual abuse and is the founder of the Alexandra Gucci Children’s Foundation.

AGCF gold cuff
The link design in AGCF’s Barbara bracelet ($785 in 18k gold vermeil and sterling silver) is a signature of the brand’s jewelry.

And she thinks her grandfather would be proud. Aldo Gucci, who served as chairman of the Gucci fashion house for more than three decades, opened a store on Rodeo Drive in 1968, helping to make this street the iconic landmark it is today, Gucci Zarini says.

“My most precious childhood memories are from the times my grandfather Aldo was alive,” she says. “He was very loving and playful with me. While I was still young when he passed away, it marked a very significant turning point in my life. He had kept the family together in many ways.”

(Photos courtesy of AGCF)

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Karen Dybis

By: Karen Dybis

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