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The Ruby Passion Limited Edition, set with 395 brilliant-cut rubies set in 18K yellow gold, and 144 brilliant-cut diamonds.


White, yellow and brown diamonds highlight the top of one of Savelli's top-of-the-line cellphones.


Even the snake-skin back of a Savelli cellphone comes with the luxury touch.
  New gem-set cell phone manufacturer targets mainly women's market


March 30, 2015


The transformation of the cellphone into an item of jewelry is not a new phenomenon. There are some powerful players in the game, including Vertu, the British manufacturer of luxury mobile phones that was established by Nokia in 1998. In 2012 Nokia sold Vertu to a private equity group for a rumored sum of $200 million, but it continues to retain a 10 percent share in the company.

One of the newest firms to enter the field is Savelli, a Geneva-based operation. Its target audience, as is the case with most jewelry manufacturers, is women.

The company was founded in 2011 at Columbia University by Alessandro Savelli, a former investment banker whose family is in the jewelry business, together with Ketty Maisonrouge, who runs an MBA luxury business program at the ivy-league university in New York. The first phones were released to the market in 2013.

There currently are 13 variations of the Savelli smartphone, with the most recently released being the Ruby Passion Limited Edition, which was produced in collaboration with Gemfields.

Prices for the cell phone start at $8,625, but can climb as high as $167,500. The top-of-the-line version features 75 baguette-cut emeralds, with a total weight of 4.5 carats and 900 brilliant-cut diamonds, with a total weight of 12.5 carats.

The Ruby Passion is set with with 395 brilliant-cut rubies set in 18K yellow gold, and 144 brilliant-cut diamonds in a "rain setting" technique. Only eight pieces were created.

The top of each phone sports an iconic curved shape, which provides a different look when viewed from the top or front of the phone. The phone runs on a customized Google android operating system, and features a high-resolution 3.2-inch display, a front and back camera and 32GB of internal memory, which is less than that sold in most iPhone 6s, which would suggest that technological prowess is not the typical Savelli client's primary concern.

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