Milan, Mastery, and the Art of Luxury

In the rarefied world of luxury, where elegance meets excellence, JF Diamonds stands as a beacon of prestige and artistry. This is not just a brand; it's a legacy crafted by a man whose life is as multifaceted as the diamonds he curates. At the helm is John France, a visionary leader whose journey from the storied halls of Oxford University to the vibrant avenues of Milan has been defined by an unwavering dedication to aesthetics, craftsmanship, and the cultural forces that shape our world. I had the distinct honor of sitting down with John France, a man who has not only built a brand but has infused it with his personal values and experiences, to explore the inspirations behind his work, his deep-seated passion for Italy, and how his unique fusion of artistic insight and business expertise has propelled JF Diamonds to the pinnacle of luxury.

As a resident of Milan, France, he finds himself immersed in a city synonymous with fashion, design, and luxury. But when he's not working, where does a man of such refined taste choose to spend his time? France's love for travel reveals his deep connection to the world's beauty, particularly the Italian Riviera, which he describes affectionately.

"The mix of my education—artistic and business—creates a useful synergy for what I'm doing. It's not just about the mechanics of business; it's about understanding the cultural and emotional factors that influence buying decisions."
— John France, Founder of JF Diamonds

"I love the Italian Riviera," France says, his voice tinged with nostalgia. "I'm going there later today, to Portofino and Santa Margherita. It's the Italian equivalent of the French Riviera, like Saint-Tropez and Cannes, which I also adore. Around Europe, I enjoy Sardinia, and for skiing, it's got to be St. Moritz." A place which is amongst the most extensive and varied winter sports regions in the Alps. He continues, "For Sun, I love St. Barthes in the Caribbean and the Seychelles—these places call to me."

These destinations are more than mere vacation spots; they represent the epitome of luxury and relaxation, a lifestyle that France has not only embraced but also infused into the very essence of his brand. His choices reflect a man who understands that luxury is not just about material wealth but about experiences that enrich the soul.

France's journey, however, began with something other than diamonds. His academic background is steeped in the rich literary traditions of Italy, having studied Italian literature at Oxford University. This educational foundation, far from being an unrelated pursuit, has played a pivotal role in shaping his approach to business.

"The aesthetics of Italy drew me in," France explains. "Despite all the challenges it faces today, Italy remains a major force in design, aesthetics, and the values of artisanship and quality workmanship. The Italians are keen to hold on to these things, which I greatly admire. It dovetails perfectly into what I do."

For France, Italy is not just a backdrop for his life and work; it is a source of inspiration and a touchstone for his values. The Italian dedication to beauty and craftsmanship resonates deeply with him and is mirrored in the operations of JF Diamonds. Under the umbrella of his holding company, JP France Limited, France has expanded his interests to include a fine art dealership, further blending his personal passions with his professional endeavors. This unique blend is not just a business strategy, but a testament to the power of pursuing one's passions in the professional world, inspiring others to do the same.

"It's tremendously satisfying when you can mix your personal tastes and likes into your business activities," France reflects. "Some might say that studying literature isn't the best foundation for a business career—why not pursue an MBA? But I would argue the opposite. On the business side, I am a financial lawyer. Still, many business lawyers wouldn't be able to do what I do because they lack the knowledge of the aesthetic and cultural drivers behind the business. Understanding what pushes people to buy art, jewelry, and other luxury items."

France's unique perspective, combining his artistic background with a rigorous business education, has proven to be a potent formula for success. He believes his undergraduate education at Oxford, focusing on the arts, has provided him invaluable insights into the luxury market.

"The mix of my artistic and business education creates a useful synergy for what I'm doing," he asserts. "It's not just about the mechanics of business; it's about understanding the cultural and emotional factors that influence buying decisions."

This ability to blend the art and commerce worlds sets John France apart in the competitive luxury market. His appreciation for aesthetics is not merely academic; it is a lived experience that informs every aspect of his work. Whether he selects diamonds for a new collection or curates art for his dealership, France's decisions are guided by a deep understanding of beauty and quality.

In a world where the lines between art and commerce are often blurred, John France is a testament to the power of combining passion with professionalism. His journey from Oxford to Milan, from literature to luxury, is a story of how one's personal passions can lead to professional excellence.

As we concluded our conversation, it was clear that for John France, success is not just measured in financial terms but in the ability to create and appreciate beauty in all its forms. His life and work celebrate the finer things, a tribute to the art of living well.