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The firm was founded in 1886 in Milano by Annibale Cusi (1863-1930), a gifted jeweller who started his apprenticeship at only nine years old. Well-known among the Milanese aristocracy he gained an international reputation at the 1906 Milan Universal Exposition where he won the first prize for an articulated necklace called "Mary Stuart" which evokes the Queen of Scots' lace ruffs. This necklace was set with 15 000 diamonds and mounted in "platinuralium" an exceedingly light alloy invented by Cusi and composed of platinum, gold, silver and aluminium. Jeweller of its time and following closely the Parisian jewellers' works and novelties, he always was very attentive to the quality of his creations and also on the gems he used to adorn them.
In 1920 he was appointed official supplier to the House of Savoy. A few years later, in 1922, he built the Palazzo Cusi via Clerici, a flagship store with its workshop, as well as a new store at San Remo. The firm has remained in family hands since four generations by now. Since the sixties, it is located via Montenapoleone, a street of luxury residences, antique shops and jewellers that served a traditionally loyal clientele.