When I began taking on more responsibility, we realized communication needed to evolve. My father, being very traditional and reserved – a true Piemontese – wasn’t naturally inclined to put himself or the brand in the spotlight. Together, we decided to collaborate with a PR agency for the first time in 140 years, which helped us express our identity, our work, and future projects more clearly. I currently oversee our social media myself, though this is something we will structure more over time. We now export to 50–55 countries, with relatively small production across many labels, so each market is important. Alongside established regions, we’re growing in newer ones like France, South Africa, Kenya, and emerging smaller European markets.
