In 1977, Roberto Coin founded the company that would bear his name in Vicenza, the city of Gold. Initially, the company was intended for production on behalf of some of the most prestigious brands of international fine jewelry. The Roberto Coin brand was launched in 1996. Success was quick and extraordinary: already by 2000, only four years after the brand's birth, Roberto Coin positioned itself seventh amongst the best known jewelry brands in the United States. Two years later, in 2002, the brand ranked third in the international panorama and first among Italian jewelers.
When Roberto Coin started his company in 1996, he began adding a signature ruby set on the inside and the back of pieces. The first collection that it was added to was the Appassionata collection and now it is attached to all of the pieces in his collections. The ruby is known as “The King of Gemstones”, and they have always been known to hold some sort of power to the wearer of the stone. Some legends state that the ruby can have healing powers or bring wealth and happiness. The way he sets the ruby is so that it has direct contact with the skin so that it may bring some of these "powers" to the wearer of the piece.