The Swiss luxury house Giada Ilardo, rooted in tattoo and piercing culture and established since 1999, is entering the U.S. market in an unexpected way:
By bringing American music producer London On Da Track on board as a shareholder.
Founded 26 years ago as a tattoo and piercing studio, Giada Ilardo has evolved into a distinctive luxury brand combining high jewelry, luxury piercing, and cultural relevance, a positioning rarely seen in the traditional luxury industry.
While most heritage brands struggle to connect authentically with contemporary culture, Giada Ilardo built its identity from within it.
London On Da Track is not a symbolic name.
As a producer behind global artists such as Nicki Minaj, Drake and Young Thug, he represents direct access to the cultural core of the U.S. music and creative industry.
His involvement marks a strategic move:
Not celebrity endorsement, but cultural market entry through trust, proximity, and relevance.
What makes the story unusual is the direction of influence.
Rather than relocating to the U.S., Giada Ilardo turns Zurich into a cultural meeting point.
The brand has built an ecosystem where artists, creatives and cultural leaders connect organically, not through campaigns, but through shared values and proximity.
As a result, international figures are increasingly expected to appear around the Zurich flagship — not as ambassadors, but as part of the brand’s extended cultural network.
The partnership will be publicly acknowledged for the first time during Grammy Weekend, where London On Da Track will officially reference his involvement with Giada Ilardo, marking the brand’s cultural arrival on an international stage.
Behind the brand stands its founder, Giada Ilardo.
For more than two decades, she has consistently challenged expectations, moving from subculture to luxury without dilution, and now from Switzerland to the global stage.
Quietly.
Strategically.
Unmistakably.
Giada Ilardo does not follow the luxury industry’s rules. It rewrites them, from the inside out.