Damiani or Damiani Group designs, manufactures, distributes and sells jewelry and watches today and was founded in Italy in 1924. Founded in 1924 by Enrico Grassi Damiani, in Valenza, Italy the brand became popular among affluent Italians In the 1930's and continued to grow until World War II. After the war the company grew tremendously and Damiani's son took the lead from around 1960 to 1990. During this time Damiani started selling throughout Europe and expanded to Asia. In 2000 Damiani got a taste of the US market with wedding rings for a celebrity couple who did a deal to help market rings after a lawsuit. In 2001 Damiani started tailoring products for the US market and introduced a $2.5 million ad campaign the following year for US expansion. In 2007 Damiani went public and its most well-known jewelry product brands are Salvini, Alfieri & St. John and Bliss. The IPO valued the company at €150.8 million (USD$215.4 million). By 2008 Rocca s.p.A. purchased the company and expansion continued with United States brands agreeing to distribute Damiani Group's brands. In 2012, Damiani entered into a partnership with MingFung/Hengdeli Group to distribute in China as well as being granted permission by the Government of India to invest in the Indian jewelry market. Damiani is run by the third generation of the Damiani family. In December 2018, Leading Jewels, the holding company of Damianis, announced it would buy Casa Damiani's shares for 11.8 million euros to delist it from the Milan bourse.