VIBE: What Happens when a Millennial Exports Italian Luxury

Meeting Beatrice de Grandi of VIBE

One of the perks of studying Business in Milan is the different types of people you get to know. And it gets more and more interesting if you actually cultivate your interests through associations, museum exhibitions and cultural events. Few months ago, for example, I got to know Beatrice de Grandi of VIBE through one of the meetings of the Bocconi Students for Fashion Association.

Beatrice de Grandi, Founder of VIBE

Beatrice de Grandi is the founder of VIBE, an e-commerce website specialising in selling Made-in-Italy luxury accessories internationally. Nothing special, you may say. But then, let me add one little detail: she launched her business while at university and, mostly importantly, when she was just 20. Have I sparked you interest now?

As a young woman who relentlessly worked towards the realisation of her business idea no matter how many hurdles she had to overcome, Beatrice taught us that even luxury can be rethought to be closer to younger generations, to be agile in this fast changing and technologically endowed world.

One of the bags on sale on VIBE

As I have been trying to show with these little compositions of mine, luxury is not just about expensive prices and affluent consumers. It is a way to enjoy beauty, design, craftsmanship, uniqueness, creativity, giving full credit to the makers of the experience or object we are benefiting on.

VIBE makes artisans and handmade accessory enthusiasts feel closer, even if they may be geographically very far away. And Beatrice adds her marketing skills to this recipe, finding the right compromise between the artisans creativity and customer needs. So next time you read another article about how the fashion and luxury businesses are doomed to failure because of their inability to innovate, maybe remember that fashion and luxury are not a dictatorship of few big brands. Supporting niche players and artisans, like VIBE does, is the way to keep making the most beautiful and innovative creations to the enjoyment of others.

Some of VIBE’s best sellers at a promotion event
Some of VIBE’s best sellers at a promotion event

 

The VIBE e-commerce site

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