The high-profile event celebrated De Grisogono's 20th anniversary, and was attended by international movie stars like Sharon Stone and Ornella Muti.

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He is the driving force in Alliance Boots' wholesale strategy, along with Ornella Barra, the company's wholesale and commercial director and Pessina's partner of 24 years.

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General Jose Ornella said Mr Chavez had died of a massive heart attack, and in his final moments had said he wanted to carry on living.

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