Italy envoy showcases elegant brands

Leonardo da Vinci once said, “What is essential is perfect.”

While this phrase was not intended for shoppers in Seoul, the idea behind it has spurred the top Italian brands in finding a home on Korean shelves and in the minds of consumers.

Yet, there are still a plethora of smaller, boutique brands looking to enter the Korean marketplace.

“Korea is well known for its capacity to enjoy worldwide recognized Italian products in several sectors, but items representing uniqueness, elegance and style are particularly appreciated,” said Italian Ambassador Sergio Mercuri at a garden party he held to promote awareness of Santa Maria Novella and Valextra, two Italian brands that entered Korea about a year ago.

“Such (craftsmanship) are an integral part of the Italian cultural heritage as well as of the tradition and history of the country that is hosting us,” Mercuri said.

Founded in 1937 by Giovanni Fontana, Valextra has been synonymous with classic luxury leather goods and has adorned the shoulders of Jackie Onassis, Princess Kelly and Maria Callas.

Santa Maria Novella perfumes opened in Florence, Italy in 1612. One of the oldest pharmacies in the world, SMN’s fragrances and body products are based on recipes developed by the Dominican friars of Florence using herbs from the monastery gardens since the 13th century.

Mercuri said that both companies are melded traditional craftsmanship with innovative style and manufacturing.

By Yoav Cerralbo (yoav@heraldcorp.com)