Ser Jacopo

Giancarlo Guidi founded Ser Jacopo della Gemma in 1982. He saw a portrait named Ser Jacopone. Guidi liked the name but decided it was a little long. He shortened it and the name stuck. Giancarlo innovated ways of aging and curing the briar, and he pioneered pairing exquisite briar with unique mounts. These mounts feature gems, metals, and horns.

After Giancarlo Guidi's death in 2012, Maurizio Fraternale took charge of the shop. Fraternale leads a team of five artists who carry on Guidi's legacy of hand carving the finest Italian briar, adding unique mounts, and producing easy smoking.