1. What were you doing before you started Prota Fiori?
Prior to starting PROTA FIORI, I spent a decade in the world of luxury fashion and footwear at iconic fashion houses such as Giorgio Armani, Valentino and Ralph Lauren. I gained insight and expertise into traditional Italian luxury shoe making in my latest position as General Manager US of A.Testoni, the 100 year old men’s luxury footwear brand from Bologna, Italy until 2018.
2. What inspired you to start your shoe company?
The moment I began to connect more intimately with my Italian roots as a 3rd generation Italian immigrant and learn about the fashion industry’s massive impact on climate change is when I was inspired to create Prota Fiori. I knew at this point that I needed to make a difference and would take my passion, expertise and network to work to make it happen. Prota Fiori represents my Italian heritage and desire to be a catalyst for change in the fashion industry, and is representative of my personal values and lifestyle. The brand represents who I am and what I believe in today.
3. What does the name Prota Fiori mean?
Prota Fiori translates to protect the flowers. Flowers are signs of hope, beauty and femininity and that’s what we represent as a brand, and of course the name ties back to Mother Nature. Each shoe is named after my favorite flowers in Italian. Our launch collection is Azalea, Margherita and Rosa with many more “flowers” to come.
4. Tell us about the sustainability of the brand, and what are the skins made from?
Sustainability is at the heart and soul of everything we do. First and foremost, it starts with how I’ve built a thoughtful backend -- starting with our supply chain, manufacturing and logistics partners. However sustainability goes beyond these areas of the business and I’ve been working directly with the B Corp Clinic at North Carolina State University’s Poole College of Management to achieve B Corporation status in the future, which will allow Prota Fiori to hold itself accountable for all business practices environmentally, socially and economically. I am very excited about this initiative.
The upcycled apple skins and grape skins are at the cutting edge of technology in raw circular materials fully sourced and made in Italy. To upcycle means to reuse in such a way as to create a product of higher quality or value than the original. Our apple skins are derived from apple waste in the North of Italy and our grape skins are derived from post wine production in Tuscany. The quality, look and feel of these materials is the equivalent of the highest quality of leather. It’s quite remarkable.
5. Where are the shoes made? How are you redefining luxury?
Our shoes are handmade by 3rd generation shoemakers in the region of Le Marche, Italy which is about 4 hours south of Milan off the Adriatic Coast with rolling hills of vineyards, “agriturismo” farmhouses and stunning landscapes. This unique region in Italy is the birthplace of shoemaking and famous for women’s luxury footwear.
Selecting our family factory in Le Marche was very important.
For example, if I am looking to taste the best Barolo in Italy, I will go to Piedmont where Barolo originates from. Can I drink Barolo in Tuscany? Sure, but it will not taste like the one from Piedmont.
With footwear, you can make a shoe anywhere and say it is “luxury,” but in Italy we know that Le Marche is the best region for making this type of footwear with multi- generational and highly skilled craftsmen who learn from their families.
We are the first of our kind to build an innovative approach from the ground up that has breathed new life into the heartland of Italian luxury footwear craftsmanship by possessing a vision with sustainability always in mind and 21st-century leadership.
We are made in Italy, the modern way.
6. How would you describe the look of the shoes, tell us about the inspiration of the collection?
The shoes exude effortless luxury and elegance with delicate, clean designs and represent the modern lady’s “made in Italy” shoe. The shoes are feminine yet strong, seductive yet sophisticated and are a juxtaposition of past meets future. The collection marries timeless shapes and colors with futuristic technology in materials.
Each dainty detail has been designed with meticulous, thoughtful intention. Our “bianco” white symbolizes our authenticity in everything that we do and our chic, modern bow represents our commitment to sustainability.
My inspiration is always drawn from classic Hollywood starlets such as Sophia Loren, Audrey Hepburn and Grace Kelly, and naturally “la dolce vita” Italian Glamour. The spirit of these women lives in the brand and is reflected in the shoes.
The shoes are masterpieces built by the heart and soul, and we wish for like-minded women to step into them and be a voice of change with us. By wearing our shoes, you are telling the world that you care about the planet and you are still chic.
7. What are the price points?
Taking into consideration the high quality and craftsmanship of the shoe and composition of innovative circular materials, our prices are competitive.
The range is between $385 to $595.
8. Is this online only do you have any stocklist?
Our business model is primarily direct-to-consumer however I am seeking key strategic retail partnerships which represent what we stand for and what we believe in.
9. How does the shoe service work?
I launched “At Your Shoe Service” to offer our customers the ability to try before you buy. We offer customers the ability to request up to 3 shoe sizes in 1 style to try on in the comfort of their home after which they can make a confident shoe purchase.
That said, we do offer complimentary shipping and returns and our shoes run true to size, so this service is not always necessary however I think it is a lovely service.
10. Tell me about the citrus Garden concept.
The Prota Fiori Garden is one of my proudest achievements thus far with Prota Fiori. We launched a partnership with Treedom, a Certified B Corp which allows us to plant our own company forest of trees, or “Garden” at a social impact forest located in Catania, Italy. Our forest has social, economic and environmental benefits for the local community.
This partnership brings sustainability to life in a different way for Prota Fiori. It allows us to offset our carbon emissions and give back to the local Italian communities in need of our support. This is very gratifying and aligned with our mission.
My dream is to plant Prota Fiori Gardens in many regions of Italy, and day by day we are one step closer to this vision. As we grow as a Company, so will our Garden.