Volpi Donna is one of those realities that are increasingly rare, in Italy and in the world. And for this precious. While the industry tends to standardize more and more its stores and to showcase labels that have to ‘sell themselves’, from Volpi Donna we find one of those worlds created to create a unique experience for the customer, where the owner, it allows the public to access their personal realm, made of choices, research and proposals, always in the name of the highest quality, where the product is the one with a capital P.
Here the absolute protagonists are the quality, the made in Italy, the productions of excellence, all under the unique taste and intuitions of Raffaella Volpi. Creator and Director of the store.
Good morning Raffaella. Tell us how the beautiful story of Volpi Donna was born and grew. Is it a recent history or with ancient roots?
Good morning Marco! The history of Volpi was born in Modena 30 years ago. The store was not born for my choice or personal whim. I was born in a family workshop, and I have always breathed the air of the boutique, the choice of products, the management of the store and the relationship with the customers. It was an extremely natural course. I studied as an Export Manager, but then this world has called me back to him.
Over the years I have become more and more able to express the taste and my personality, in a store that represents me totally.
I know that you recently opened a new space.
Yes, right. My brother and I have managed for years the historic shop in via Emilia, divided into man and woman space.
Five years ago, then, there was the opportunity to enter a large space in Piazza Roma in Modena. A wonderful space that was previously occupied by 3 different shops, and overlooking one of the most beautiful squares of Modena, also famous for its historic Palazzo Ducale.
What are the most representative brands of its reality?
Let’s start by saying, that I love choosing brands, after having known and created a unique relationship with the company.
I do not like to change brands every season, but to create a deep connection with the company that produces the brand and to make people know how to appreciate my customers.
Our story started with the French, brands like Marithè & Francois Girbaud were the pillars of our past years.
Today the choice is oriented on brands made in Italy such as Giorgio Brato, Salvatore Santoro, Officine Creative and NostraSantissima.
Italian brands, with a unique taste and very high quality. They range from the best Italian leather and leather goods to avant-garde research such as NostraSantissima or Thom Krom.
Denim is focused on Citizens of Humanity because it is able to offer my customers everything they want.
Modena. A small wonderful Italian province. What are the strengths and weaknesses of this city? Have you ever felt thight in this city?
Like all small Italian provinces, the qualities are often coinciding with the defects.
Everyone knows everything about everyone. When something happens, in a very short time everyone gets to know it. But these are the same bonds that allow me to build solid relationships over time with a clientele who learns to appreciate the products and understand your choices.
I must say that Modena has never been tight to me. I have always been a great traveler, and this has allowed me to feel open to the world. To move and do research and then convey to customers the feelings and trends that I perceived during my travels
We have seen that e-commerce is very well structured and that you are very active on social media. What is the relationship with the web?
Even though we are a local reality, with highly crafted products we are simply open to the web.
We were among the first to create an e-commerce in Italy, over 10 years ago, thanks to the support of a girl who started with me and has grown very professionally and now works for big luxury brands.
Over the years we have evolved in an increasingly professional manner in shooting and photo-editing through Photoshop. Nothing is contracted out externally but it is all done by me or under my supervision.
What is the impact today of the web on your reality?
What I like to emphasize is that online often leads us to create true off-line relationships and relationships.
For example, I have clients all over the world, some in the Scandinavian countries, who now trust my choices and proposals. The link was born online first but then developed into a true relationship.
Many customers, both Italian and foreign, travel directly to Modena to shop in boutiques. We take care of all their travel, from travel to accommodation, so that this remains an unforgettable experience.
We have noticed that you are the protagonist of your own social networks pages.
Yes, as the store is created and managed in the image and likeness of Raffaella Volpi, so I loved being the protagonist of social media, and in particular of the Instagram page.
All the products that I propose I choose them personally. And that’s why I want to put myself in the foreground: to wear garments to show customers how they can be worn and matched. It is a way to create a unique relationship and dialogue with customers.
We have seen in the photos that you are also organizer of events linked with your store.
I love giving life to the store. That’s why every season I create a unique event, in which we present a complete collection of a brand: so far beyond the choice of products that can be found in the season in boutiques.
We did it with Giorgio Brato, Avant Toi, Maliparmi, Transit, Vivetta and NostraSantissima. Really unique events.
In this way customers, in addition to having more choices, can better understand how the entire collection is composed and can appreciate it in all its breadth.
The whole event is always thought of by me in every detail and the musical choice is in collaboration with my trusted DJ and has a Buddah Bar ‘lounge’ style. Every time I change the outfits according to the brand I represent and I rely on a professional to take care of the shots that I need for social media.
What will be the brands that will soon introduce?
There will be several innovations including Simona Tagliaerri and 10sei0otto. But other collaborations are coming. I’m thinking of creating one of my “must-have” capsules because every woman needs clothes in her wardrobe to give them security.
How does Raffaella Volpi works? Do you use management and statistics or rely on instinct?
No management softwares. It’s all in my head: the one that sells, the trends that go and that come. No management software will ever perceive tastes and trends that have yet to come.
How does Raffaella see the woman who loves to dress?
The woman must be a woman. One must feel at ease in the garments he wears.
My proposal, even when it seemed counter-current is that of a woman with a skinny jeans that stand out the shapes and a heel that enhances and boosts the body. In the day I like to dress with clothes off the body and flat shoes.
If you were to open a new store in one of the many cities where you traveled where it would be and why?
It would be in New York. Because the energy that transmits this city is unique. And I would be very curious to take my world to such a cosmopolitan city.
Or in Ibiza. I love the unique atmosphere that will be breathed on the island. Freedom, contamination.
It is a place at the same time European because it is 2 hours from Italy, but unique as a world apart.
INFO & CONTACTS OF VOLPI DONNA
Official site & e-commerce: www.volpidonna.com
Facebook page of Volpi Donna: www.facebook.com/volpidonna/
Instagram page of Volpi Donna: www.instagram.com/volpidonna_shoponline/
SHOPenauer page of Volpi Donna: www.shopenauer.com/en/store/volpi-donna
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