A ‘Made In Italy’ brand that comes from historic roots that go back to 1264, it is a matter of pride for Claudio Dall’Era to head Fabriano, a paper workshop that produces impeccable and stylish products for the office, school and home. As COO of this very prestigious company, Claudio shares with us the challenges, the fun and the proud moments he enjoys in the company, that has just launched its flaghip store at Palladium Mall Mumbai.
In conversation with our Editor-In-Chief Ms Priyanka Sippy.
A: The project of leading a real Made In Italy brand with such a history and taking it to a more international level in such a creative industry made me make the change
Q: What are the challenges you have faced in your 6 years with the brand ?
A: Fabriano belongs to the Fedrigoni Group, a real industrial corporation mostly focused on industrial processes and related issues and on the b2b market. Fabriano is a retail business unit with a completely different approach to consumers and with different issues and needs.
The very first challenge was matching these 2 different philosophies in one company.
The second challenge outside of Europe is helping customers to understand that even a low key brand can produce such high quality items.
Third, being international without loosing our values that come with Made In Italy brand i.e superior craftsmanship and a taste for design and colour.
Fourth, matching the social media approach with our warm approach
Fifth, putting under discussion any mistakes and creatively solving them
A: We constantly compete with ourselves. I really do not see any real competitors. At the moment no stationery and gift brands can proudly say they produce in Italy under a brand which was established in 1264
Q: How has the fashion experience helped in your current role?
A: I brought to Fabriano Boutique a wide network of global contacts along with a real attention to detail as the fashion industry is a highly competitive one. I also believe I brought the habit of watching what the other brands are doing and learning as well.
A: Italy is the capital of fashion and I love Italian style so it was pretty easy to me to work for Italian brands
A: Heritage, craftsmanship, and high quality with a colourful twist.
Q: What are the biggest markets for Fabriano worldwide?
A: Europe is the biggest market while Asia is developing at a very fast pace. US is following closely, with an interest in the tailor made collections.
Q: What made Fabriano decide to enter India?
A: Apart from the economic index India is for me all about culture, colours and respect for the environment….3 out of 3 in our main features!
A: Developing step by step across the country building a string of local partnerships.
Q: What makes Fabriano stand out from the others?
A: As I have said, Fabriano is not a shouted brand therefore it may take longer to develop but we strongly believe that when your interest for a brand moves from the eyes to the soul you get the market.
A: In our stores some collections have been designed by independent designers as we there is always room for fresh air and new ideas.When it comes to luxury brands at the moment we prefer to market our own brands. Nevertheless as said we produce a tailor made collection for luxury brands and museums and companies, under their own logos.
Q: How do you like your India experience far?
A: I’ve been to India several times during the past 10 years and besides the clear development some specific features of this country still remain the same: respect, incredible flavours, amazing food, warm welcomes, colours….please do not change!!
A: During my spare time I love hiking with my wife; my 9 year old daughter and our lovely dog. Last but not least, reading a book printed on Fabriano paper while listening to jazz music
Q: Your dream project?
A: Helping people to go from time to time back to their roots and understand how nice life can be while writing a love letter on Fabriano paper rather than texting a message
Q: Your favourite motto?
A: Never forget where you are come from and be always thankful for what you have achieved.