Niccolò and Giada, 2021
The Story of a Tuscan Family
On the cusp of the legendary 60s in Florence, Tuscany, bags and
Leather shoes are a habitual purchase for the wealthy. For everyone else...
other families, on the other hand, are precious heirlooms to be protected: the shoes in
They are particularly used for special occasions - weddings, communions.
etc. - and they are "passed down" from father to son, from generation to generation.
1960
RINALDO AND DORA, THE PIONEERS
Rinaldo opened his shoemaking workshop in 1960. His is a very valuable job: to bring worn-out shoes, used by different owners and bearing the marks of millions of steps over time... back to new life.
Dora is Rinaldo's wife and helps him in his business: while her husband struggles with leathers, heels, scissors, and glue, she entertains the customers; Rinaldo's workshop is not just a craftsman's shop: it's a meeting place, a place for confidences and chatter. By listening to the needs of her fellow villagers, Dora gradually develops a new business idea: products for the care of leather and hides. Fine waxes and creams thus begin to take pride of place on the new counter of the shop.
1975
ANGELA, THE PIONEER
This story wouldn't be complete without Angela , Rinaldo's niece. As a child, after school, she often went to her uncles' shop, which was an enchanted world to her: those incredibly soft leathers, the golden studs, the laces, and the scent of leather. But what captivated her imagination most were the packaging of the shoe polish creams…
It's 1975 and Angela is still very young, but when her uncles decide to sell their business, she has no doubts. Now it's her responsibility to pass on the family business. She studies, researches, and tests: the knowledge she has gained about leather allows her to select a range of very high-quality products. Her experience in the care and restoration of leather bags goes beyond the borders of Florence. La Cuoieria is born: customers first come from Tuscany, then from nearby regions and finally from all over Italy! Even Japanese customers now buy her precious creams online.
2008
NICCOLÒ, THE VISIONARY
Niccolò is Angela's son; he has been surrounded by the passion and enthusiasm that Angela puts into her work since he was a child. Even as a student, he helped his mother in the shop on Saturday afternoons. Gradually, he became immersed in this magical world and fell in love with it. At the same time, Niccolò has a great passion for the digital world and wanted everyone to love leather products as much as he does. In 2008, he launched two of the first e-commerce sites in Italy selling luxury bags and leather care products: Cuoieriashop and Cura della Scarpa.
VIAVERDI: LOOKING TOWARDS THE FUTURE
2021: VIAVERDI IS BORN
Angela and Niccolò, together with his wife Giada, pursue their dream and create a collection of timeless bags. Every stitch is a memory, just as every product created by our artisans is a piece of history to pass down to their children. Every model embodies the soul of an entire family: from the love of Rinaldo, when he excitedly started the business, to today. An extraordinary journey, to be lived with pride every day. Those who choose ViaVerdi choose Tuscan craftsmanship, an Italian lifestyle that never ages.
