How a 60-year-old Italian jewelry empire with 70+ stores uses Dondy to turn WhatsApp into their most personal sales and communication channel.

Dondy
Mar 15
2 min read

70+

Stores Across Italy

1963

Founded in Tuscany

3rd Gen

Family Business

The Brand

Fabiani Gioiellerie started as a small goldsmith workshop in Tuscany in 1963. Today, the third generation runs over 70 directly-owned stores across Italy, selling fine jewelry and luxury watches from brands like Tag Heuer, Longines, Montblanc, and Swarovski, alongside their own exclusive collections.

Their signature product is the Love Fabiani bracelet, an 18K gold chain welded permanently onto the customer's wrist as a symbol of an unbreakable bond. 4.5% of every sale goes to the Fondazione Firenze Radioterapia Oncologica, a cancer research foundation.

How Fabiani Uses Dondy

Abandoned Cart Recovery

When a customer adds a Love bracelet or an engagement ring to their cart and leaves, Dondy triggers a multi-step WhatsApp sequence in Italian. The first message goes out within an hour, featuring the product image, the price, and a reminder that part of the purchase supports cancer research. The emotional storytelling built into Fabiani's products makes every recovery message feel personal, not pushy. Follow-up messages are spaced at 24 and 48 hours.

Order Confirmation

Every completed purchase triggers an instant WhatsApp confirmation with full order details. For high-value jewelry, customers want immediate reassurance that their order went through. This is especially important for COD (cash-on-delivery) orders, which are common in Italy. The confirmation includes payment method, estimated delivery, and a direct line for questions.

Shipping Updates

Customers receive real-time WhatsApp updates as their order moves from processing to shipped to delivered. For luxury items worth hundreds or thousands of euros, knowing exactly where your package is at every stage provides essential peace of mind. This also reduces inbound support requests like "where is my order?" which frees up the team to focus on sales.

Broadcast Campaigns to Smart Segments

Fabiani uses Dondy's broadcast feature to send targeted WhatsApp campaigns to specific customer segments. A customer who bought a Love bracelet six months ago receives a personalized message about matching earrings or a new Love collection drop. A customer who browsed engagement rings but never purchased gets a gentle invitation to visit their nearest store for a private consultation. Campaigns for seasonal moments like Valentine's Day, Christmas, and Italian holidays (Festa della Mamma, Festa del Papa) are sent to carefully segmented audiences, so each customer receives only what's relevant to them.

Why WhatsApp Works for Jewelry

Emotional Products	Jewelry is personal. WhatsApp matches the intimacy of the product in a way email never could.
Built-in Storytelling	Family history, charity donations, the welding ritual. Every message has a story that turns marketing into conversation.
COD Market	Italy's cash-on-delivery culture requires proactive communication. WhatsApp confirmations reduce failed deliveries.
Omnichannel Bridge	70+ physical stores and a Shopify store need one channel that connects both. WhatsApp is that channel.
Gifting DNA	The Love bracelet is bought in pairs and gifted. Targeted broadcasts to past buyers drive natural repeat purchases.