Brazil News
RIO DE JANEIRO – Daring entrepreneurs in Rio scored a coup when Lady Gaga stepped out on the town wearing their distinctive jewelry Thursday, according to an article on ig.com.
Virzi + DeLuca Daring Gambit Pays off Bigtime
Betina de Luca and Marcella Virzi’s namesake brand of accessories, Virzi + DeLuca, already grace the bodies of Rio’s chic and élite. Thursday afternoon, the two sent some of their creations to Gaga at Hotel Fasano, not knowing what to expect.
Several hours later, paparazzi photographed Gaga leaving Porcao steakhouse, where she dined with about 50 people, wearing one of the distinctive Virzi + DeLuca necklaces.
By early Friday, the necklace Gaga wore in the photo sold out on Marcella and Betina’s online store. Recognizing unrivaled marketing material and bragging rights, the executives immediately bought the photos from the photographers.
According to an article on Jornal do Brazil, the Virzi + DeLuca brand was a big hit at the recent Fashion Week Rio. One reviewer said the pieces were “full of attitude and ‘muiiito diferencial,’ very different.”
