Milano Fashion&Jewels
22-25 February 2025
fieramilano, Rho
Milano Fashion&Jewels
Research and creativity are at the heart of Malia, a boutique store in the historic centre of Naples that has been operating for more than six years and offers a selection of Made in Italy bijoux, jewellery, clothing and fashion accessories. As it faces up to these uncertain times, the company is focusing on personalised consultations and the power of creativity. We interviewed Adriano Petrillo, partner and founder together with Annaclelia Caiazza of the Malia concept store in Naples.
From lockdown to relaunch, what were the initial sensations?
The pandemic was a unique and unexpected event and we longed to reopen, seeing it as a sign of recovery, a light at the end of the tunnel.
Our return was greeted with enthusiasm by our clients, and there was a lot of affection, on both sides of the counter. It’s been great to see our guests coming to the store to make a purchase or even just to say hello and show us their support and encouragement.
How important to your business is research?
Our offering is medium-high end, almost tailored. Trends are essential for us, also because our added value lies in providing the clients with style-based consultations, creating a dedicated outfit by recommending fabrics, shapes and sizes. Creativity is always rounded out with skill and research. This allows us to blend garments, accessories, bijoux and jewellery to create unique and original looks, while also meeting our clients’ expectations.
From the physical store to the digital. Which channels do you use?
In terms of communication and promotion, we update our clients via our website and Facebook page, but we haven’t yet made real use of these tools. We don’t have an e-commerce channel for example. Under lockdown, this put us at something of a disadvantage. We were able to do a certain amount of distance selling, but without a truly structured system. One of our goals is to open an on-line store and use digital tools a lot more.
How important to your business is the exhibition?
It is an important opportunity to do research, and those exhibiting their collections always create a lively atmosphere. There’s a real buzz. Ideas and inspiration allow us to respond to clients’ increasingly demanding requests. A ‘lifestyle’ offering could be a good way to stimulate an increasingly sophisticated and attentive market.
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