Article: A Serendipitous Journey into the Depths of Italian Craft – Vetrinamia and the Stories of Designers Who Move the Heart
A Serendipitous Journey into the Depths of Italian Craft – Vetrinamia and the Stories of Designers Who Move the Heart
English Translation for: 一次偶遇展開的義大利深度工藝之旅：Vetrinamia與那些令人動容的設計師故事
Originally Appeared in: Elle Taiwan, 7 August 2025
Link: https://www.elle.com/tw/fashion/flash/a65393383/vetrinamia/
Some encounters are destined by fate.
Recently, while searching for information on “Italian designer brands,” I unexpectedly came across a new yet remarkably refined platform—Vetrinamia. Each uniquely designed bag on the website seemed to tell a story of understated elegance, like a quiet yet confident language. This discovery became a rare and delightful surprise in my editorial career.
It was an ordinary afternoon when I first connected with Vetrinamia. Thanks to the team’s careful arrangements, I was able to get up close with the works of GAMBERINI, DADAPUTÌA, MARINA LORENZI, and FRÉDÉRIC LESELLIER, opening the door to a profound conversation about Italian craftsmanship and cultural aesthetics. It felt as if someone had handed me four handwritten love letters, each carefully delivered one by one. But these were not just bags—they were cultural narratives written through craft, each imbued with deep emotion and warmth.
As I gently touched the leather’s texture and examined the stitching and hardware details, guided by the founder’s delicate explanations, it felt like a wondrous journey: my body in Taiwan, but my heart already soaring to Italy. What surprised me was that these bags, in materials, design, and workmanship, all showcased a high level of craftsmanship and a steadfast commitment to being made in Italy—a rarity in today’s global environment.
The more I learned about each piece, the more curious I became about the designers behind them. I had thought these conversations would remain only in my imagination, but Vetrinamia connected me to this seemingly distant thread, giving me the chance to hear firsthand the creators’ original intentions.
A love letter born from the union of Italy and France — FRÉDÉRIC LESELLIER
Unlike the other three brands from Italy, the first conversation was with FRÉDÉRIC LESELLIER, created by a Parisian designer whose work truly embodies the character of the city. I still remember that day’s call—Frédéric Lesellier greeted me warmly through his headphones, and it was hard not to notice the essence of his background: the soft afternoon light and scenery of Paris, that effortless ease and relaxation, which he conveyed all the way to Taiwan.
On screen, his voice was gentle yet carried a confident and steady strength, making me feel as if I were standing on a Parisian street corner. From that moment, my curiosity about his work was sparked.
Only after a deep conversation did I learn that the surname “Lesellier” actually originates from a lineage of saddlers in France. This heritage seems almost woven into his craftsmanship and his instinctive sensitivity to the texture of leather. At the same time, he is also a master trainer for one of France’s top luxury houses—where bags often exceed €100,000 each. Precision in details and proportions is his everyday norm. He mentions this lightly, yet it reveals his profound reverence for pure craftsmanship.
Frédéric’s creativity and exceptional skill are no coincidence; they are deeply rooted in the cultural fabric and daily life of France. The streets, restaurants, books, and festivals all subtly nourish his design instincts. Surprisingly, though Frédéric draws inspiration from Paris, he chooses to have his bags produced in Italy.
When speaking about the most iconic bag, the Beaumont, a trace of pride flickered in the designer’s eyes. Smiling, he shared with me the story behind the creation of the rose gold clasp at the center of the bag. It all began with hand-drawn sketches, followed by meticulous illustration, then hand-sculpting in wax, molding, and polishing—only then was it finally set into the center of the bag’s body.
When I touched the rose gold clasp myself, I could feel its full three-dimensionality and solid weight. My fingertips seemed to read the intricacy and determination embedded in each painstaking step of the process, which gave it its subtly radiant, luxurious glow.
When I asked which bag he would recommend for women in Taiwan, he furrowed his brow slightly and gave a resigned smile: “Each one is close to my heart—it’s really hard to choose.” But he did go on to say, “The Biscuit is not just an accessory; it carries a small piece of my story, and I hope it can become a part of your story too.”
Indeed, FRÉDÉRIC LESELLIER is more than a continuation of his personal narrative—it feels like an invitation to all of us to carry it along and write our own journeys and memories.
A Dialogue of Art and Passion — GAMBERINI
What followed was a deep and meaningful conversation with a brand that naturally makes you slow down and savor every detail—GAMBERINI. That day, when I met the founder, Ilenia Gamberini, through the screen, I noticed she had eyes that told stories. Especially when she smiled, the gentle lift at the corners of her eyes seemed to speak of her deep connection with Italy.
Ilenia graduated from the University of Bologna, known as the “Mother of European Universities”—one of the oldest in the world, and a place that provided her with a strong foundation in art and history. With a degree in art history, she regards emotion, memory, and the aesthetics of proportion as the core of her creative philosophy.
As a result, GAMBERINI never chases fleeting trends. Instead, it uses the warmth of handmade craftsmanship to express the richness and depth of Italian culture.
Ilenia shared with me that the starting point of GAMBERINI was born from her deep love for traditional Italian cameo jewelry—a form that symbolizes the memory and love passed down from mother to daughter, generation after generation.
As she spoke of this, a hint of gentle defiance seemed to flicker in her eyes—as if, through each bag, she was carefully weaving the deeply held emotions of her family into every stitch and detail.
At first glance, I was struck by its spiritual power and refined sense of detail. Upon closer inspection, I discovered that the oval ornament featured delicately embroidered wheat motifs in fine gold thread—symbols of abundance. These details conveyed not only an artistic sensibility, but also a lingering resonance deeply connected to everyday life.
As I ran my fingers over the surface of the bag, its soft and refined texture exuded a quiet warmth. Even the subtle scent of the leather seemed to speak of time patiently poured into craftsmanship. What amazed me even more was her meticulous attention to the materials—creating her own leather and metal components, even going so far as to custom-cast the brass clasps.
It is precisely this almost stubborn obsession that makes GAMBERINI a truly one-of-a-kind presence. But what draws me to GAMBERINI goes far beyond its signature embroidered motifs. The curved silhouette and tension in the bag’s proportions feel like a quiet yet highly recognizable statement of elegance—one that can effortlessly accompany us in our daily lives.
It also echoes what she repeatedly emphasized during our conversation:
“Each bag is not just a product, but a continuation of culture and a connection between people.”
A Love Letter to Sicily — DADAPUTÌA
If GAMBERINI is a deep conversation with art and culture, then the following call with DADAPUTÌA designers Ernesto Graditi and Francesca Ferrara allowed me to truly feel how they express their love for their beloved homeland, Sicily, through DADAPUTÌA.
On the day of the call, Francesca appeared with a radiant, sunlit smile—her speech was quick yet full of depth. Ernesto, by contrast, had a calm and resolute gaze, as if his words were slowly taking shape. When they spoke of their hometown, their tone naturally softened, as though recalling a deeply familiar and cherished landscape from the heart.
The brand name DADAPUTÌA is composed of two elements: “DADA,” an acronym for Design, Art, Dress, Architecture, symbolizing a multidisciplinary approach; and “PUTÌA,” a Sicilian word referring to a local, culturally rooted shop. This name clearly outlines the brand’s identity—telling the story of their homeland through a contemporary lens.
Both designers come from an architectural background, and their bags resemble miniature reflections of Sicilian architecture. Sicily, a land shaped by layers of Greek, Roman, Byzantine, Arab, and Norman rule, serves as their core inspiration. DADAPUTÌA translates Islamic geometric motifs, Gothic pointed arches, and the structural proportions of Roman arcades into bag designs rich with modern perspective.
I still remember that moment—the natural scent of leather at the tip of my nose, the touch of my fingers gliding over the metal hardware, revealing a stunning luster and solid weight. This, truly, is the soul of Italian craftsmanship.
The brand’s signature piece, the Futuristic Kelly Bag, is the designer’s interpretation of Sicily in tangible form. With sharp, light-slicing contours, its silhouette is filled with architectural tension, yet infused with Italian elegance in every detail.
Crafted from premium Italian calfskin, the surface features three-dimensional quilting as delicate as bas-relief. Geometric metal accents and 18K gold-plated hardware complete the look—subtle at first glance, but rich with refined details throughout.
A brief phone call may have left the designers feeling unsatisfied, as I soon received a letter from them—filled with deep affection for their brand. One passage etched itself into my mind:
“Fashion is the meeting point between different worlds. It speaks a single language: one composed of proportion, material, light, and memory.”
In this era dominated by numbers, who else but DADAPUTÌA would choose to pour everything into nurturing the land they come from—blossoming with a unique identity, refusing to follow the tide, yet still able to be seen and understood by those who truly appreciate sincerity and cultural richness amidst the noise?
The Pinnacle of Italian Grace — MARINA LORENZI
Thinking back, it still feels unbelievable—every call with a designer felt like a silent journey through time. Especially the conversation with Marina Lorenzi—it was a magical voyage that slowly unfolded from the very origins of fashion. On the other end of the screen, she appeared calm and composed, speaking in a measured tone. At first, I assumed she was simply well-versed in interviews.
It wasn’t until after the call ended that her team told me: the moment she hung up, Marina shed tears. She had never imagined that the brand she built would one day truly be seen. Learning about this contrast shocked me—and helped me understand that her calm composure during the call was, in fact, a kind of gentle patience, the kind that comes from years of waiting.
Marina Lorenzi was born into a family deeply rooted in the Italian fashion industry. In her youth, she worked as a designer for leading luxury brands, accumulating over forty years of experience. She studied at one of Italy’s most prestigious and renowned design institutions—Istituto Marangoni.
This background shaped her understanding of the fashion industry to be both precise and refined. As a seasoned observer, she responds to the constant tension between trend and craftsmanship with the purest language possible—her own definition of beauty.
She has chosen to present the brilliance of her decades-long journey to the world through her namesake brand, MARINA LORENZI. However, this is not about showcasing her past credentials. Rather, it’s about transforming the emotions etched in her memory—the impressions of leather textures, handcrafted details, and elegant style found in the everyday lives of Italian women—into tangible elements within her designs.
Marina hopes her creations will be embraced and understood by women of all generations and from all corners of the world, allowing style to transcend the boundaries of age and language.
The first time I encountered the bag, I was struck by its unforgettable texture and sense of weight. That’s when I realized that every rivet, every metal detail on the bag was handcrafted by Marina from scratch. As my fingertips gently brushed across the custom leather surface, it felt as smooth as silk. When I lifted the bag, the refined metal accents shimmered subtly under the light—solid, elegant, and full of presence.
The silhouette, inspired by the classic saddle bag, is a masterful balance of proportion and structure. Each piece feels like a miniature architectural sculpture, minimal in form yet rich in tension and detail. Marina once said, “For me, a handbag is not just an accessory—it’s wearable architecture, carrying memory, meaning, and grace.” That sentiment deeply resonated with me.
Although Marina Lorenzi’s creations don’t feature a prominent logo, she has etched her signature through structure, light, and texture. Each time you pick up or set down her bag, you can feel the persistence and elegance that have been refined over time.
These remote conversations have been like bursts of fireworks—each one igniting new reflections on the essence of creation. Every designer’s story made me realize that certain talents and inspirations are simply irreplicable. They are cultural memories and emotional legacies that flow from within the blood. What they design isn’t just a bag—it’s an expression of how they live and how they perceive the world.
This is precisely why “Made in Italy” is so captivating—it’s a spiritual belief deeply rooted in daily life and culture. Even two bags that look identical on the surface may possess completely different personalities, due to subtle differences in stitching, leather texture, or the finish of the metal. These are the marks of craftsmanship, traces left by the artisans’ hands.
A few phone calls are far from enough to grasp the full picture. Several designers have invited me to visit their hometowns and workshops in person, to gain a deeper understanding of the cultural roots behind their work. I believe that when readers personally hold these bags and feel the weight and details of the leather, they will experience something unlike anything before.
Perhaps the next time we visit Italy, it won’t just be about sightseeing and taking photos—it will become a journey into the soul of craftsmanship. And I hope that in the near future, these designs will become part of Taiwan’s streetscape, woven into the everyday scenery.
After several in-depth conversations, I finally began to understand: Vetrinamia did not emerge out of nowhere. Its birth actually stemmed from CEO Kate Chang’s years of observations and insights during her travels across Europe. Coming from Silicon Valley and with over a decade of global investment experience, Kate has a sharp sense for innovation and brand value. But what truly sparked her action was an encounter with a young Italian designer: “Working under a major brand isn’t easy, but it also turns creativity into a mechanical formula.” This was a story she heard time and again during her travels—designers, artisans, and brands hidden away in small towns across Italy and France, often missing their chance to connect with the world simply because they lacked a stage. So, she decided to stop being a bystander and instead create a platform—one where truly talented, soulful creations could be seen, understood, and cherished.
The rise of Vetrinamia is a reflection of this cultural and artisanal movement. In a fast-paced world, Vetrinamia chooses to slow down, taking time to curate pieces that truly deserve to be seen. As a platform dedicated to introducing independent designer brands from Italy, France, Spain, and beyond into new markets, it not only helps exceptional artisanal brands shine beyond the shadows of luxury conglomerates, but also provides designers with the support they need to bring their unique stories and creations to a global audience.
Initially driven by curiosity and a desire to understand the platform’s real-world impact, I asked to see the backend traffic data. To my surprise, the founder didn’t hesitate at all—she immediately opened the Shopify backend screen, smiling as she said, “There’s nothing to hide. I’ll just show you.” That moment left a deep impression on me.
After our first call on July 18, the number of daily website visitors and shoppers began to rise rapidly. At the time of writing, the data showed about 13,000 daily visits. Just a few days later, that number surpassed 55,000—and now, the most recent figures show daily traffic exceeding 95,000. More importantly, these aren’t low-intent or irrelevant visitors. These are highly targeted consumers, carefully filtered through the brand’s advertising efforts—visitors who already know the product’s price, materials, and origin before clicking through. They’re users who are genuinely ready to make a purchase.
The shared backend data also shows that about 2,200 daily visits come from Taiwan—a number that continues to grow steadily. This proves the brand’s local appeal and reach far exceeded my initial expectations. All of this success is not the result of social media hype or inflated follower counts. Rather, it reflects Vetrinamia’s key marketing strategy: social media is just the beginning. The real goal is to guide customers back to the brand’s official website, where a deeper relationship can be formed.
That said, Vetrinamia’s journey hasn’t always been smooth. When they first launched ads that clearly displayed product pricing, website traffic dropped by more than 50%. But instead of backing down, the team believed this was a necessary step to filter out unqualified traffic and focus on potential customers. Within just three weeks, not only did the traffic rebound—it doubled. This proved that their patient, strategic approach—not shortcuts—was the key to building a sustainable international brand.
Beyond impressive backend numbers, Vetrinamia has also begun to build momentum in the Asian market, particularly in Japan. In a short period, it has been proactively featured by major media outlets such as Mainichi Shimbun, JJ, Story, Crea, Ray, and Isuta. This attention and recognition not only validate the platform’s potential but also reflect the values it truly represents.
All of this gives me even more confidence in Vetrinamia. I look forward to seeing it continue to promote exceptional design, becoming a go-to platform for global design lovers and offering a new voice for contemporary Italian craftsmanship on the international stage.
