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In Italy, its called miracolo. In the U.S., it’s called a small miracle. The story of VIETRI started with a mother and two daughters in 1983 on a magical holiday in Italy.
It’s a romantic story about Susan and Frances Gravely, and their mother, Lee Gravely. It began in 1983 with Lee Gravely inviting her two daughters on a trip to Italy. It continued with a chance encounter on the flight to Italy with a tall Italian gentleman named Fabio Puccinelli. Born into a family which had been advisors to the de Medicis in the 16th century and having numerous friendships with Italian artists and artisans, the Italian aristocrat would become a vital link to the harmony and beauty of VIETRI products.
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While visiting the Amalfi area of Italy’s western coast, the Gravely trio stayed at the San Pietro Hotel in Positano where they fell in love with a captivating, handcrafted dinnerware at their hotel. With what the trio describes as “typical family curiosity,” they arranged to meet the artisans and spent three days watching them work at a nearby factory.
Friendships developed between the smiling Italians and the charming, Southern-accented American women who were enamored with their work. The Gravely’s soon decided they wanted to import the Italian dinnerware and become wholesalers, selling the product to upscale retailers in the U.S. They returned home with a ‘mix-and-match’ pattern featuring whimsical cows, horses, rams and fish – a pattern called Campagna, VIETRI’s flagship dinnerware line. |
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Upon returning to the United States, the sisters worked long hours, day and night, carefully researching all aspects of a new business that would quickly unfold before their eyes. Soon thereafter, in 1983, the three women launched VIETRI, Inc., named for Vietri-Sul-Mare, a small Italian fishing village near the Amalfi Coast. Vietri, pronounced vee-ay-tree, became the name of the company. For the Gravely’s, Vietri was symbolic of the company they were forming together. It was a play on “tre vite” which is Italian for three lives. Their friend Pucinelli became their Italian representative.
To gauge market interest and identify potential buyers, they carried a trunk of Campagna samples up and down the East Coast to special gift and department stores. The interest was overwhelming. In April, 1984, the Gravely sisters took their product to the New York Tabletop & Accessories Show. It was an instant hit, and the rest is history.
Today, VIETRI is the largest U.S. importer and wholesaler of fine, exclusively Italian and handcrafted ceramics, wood, mouth blown glassware, urns and planters, stainless and pewter flatware, candles and bath accessories for home and garden decorating and dining. It also has an extensive collection of holiday accessories.
Headquartered in historic Hillsborough, NC, VIETRI employs over 30 people, has over 90 representatives across the United States, and several international distributors. |
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The VIETRI brand combines the richness of European culture with a sophisticated American spirit. Fashion forward, yet classic, Italian home accessories are designed to complement the good life and celebrate Italy and all that it encompasses -- a love of life, people, nature, and simply good living. VIETRI means romance, love, timeless design, the care and talent of many hands to create and share beauty.
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VIETRI imports its distinct products from over 30 manufacturers from throughout Italy. Families of artisans handcraft many of VIETRI’s products with 3 or 4 generations of history, using centuries-old techniques. The subtle color from a paintbrush and the curving stroke of the artist’s hand are never repeated in quite the same way, making each VIETRI piece truly unique.
To fully master the handcrafted, handpainted process requires years of practice and a dedication to learning. An artisan may apprentice for 15 years or more before he or she becomes a turner or a painter. It may take 40 years to earn the title “maestro”, a term of great respect and the title that means this artisan is truly a master at his craft and is to be studied by the younger artisans in the company.
VIETRI seeks to preserve this valuable tradition by offering numerous collectibles and family heirlooms that will be passed down through generations. |
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The search for new artisans and products is an ongoing process for VIETRI. Susan Gravely and two Art Directors out of NY spend over 3 months a year in Italy looking for new designs, seeking out small artisans who practice ceramics, wood, textiles, metalwork or glass in the old handcrafted tradition – and helping them develop efficiencies in their businesses.
VIETRI also believes it is important to keep the brand fresh. Staying current means keeping a watchful eye on the world’s clothing, fabric and design industries. Fashion trends influence home decorating ideas, and those trends quickly blanket the gift industry. VIETRI’s Italian artisans stay closely connected to these industries.
VIETRI thanks the Italian artisans, sales representatives, our amazing retail stores and you, our customers who have made VIETRI what it is today. Looking towards the future, VIETRI renews its commitment to bringing its customers all that’s irresistibly Italian and to being a trendsetter in the industry. |
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For over 25 years, VIETRI has provided high-quality, handcrafted products for homes and gardens that promote the essence of the Italian lifestyle for our customers. The VIETRI brand includes collaborative designs from the best of Italian culture that capture and preserve the inspirations of our legacy.
Our strategy is to deliver expert service to the end-consumer in the most effective way through our partnerships with the finest national and international retailers and through VIETRI direct market services.
VIETRI focuses on specialized customer needs with products that range from casual everyday to special occasions and from classic elegance to modern-day living. Our success reflects the ability of our knowledgeable management and associates to meet and exceed the highest standards of our customers with an expanding selection of exclusive products and services. In a world of mass-produced goods, VIETRI’s vision of celebrating artisan-designed, heritage-inspired, handcrafted Italian collections continues to provide solid growth opportunities.
VIETRI Inspires Life, Italian Style!
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