ABOUT

My journey has always been about bringing different worlds together.

I grew up in Perugia, Italy, and studied sociology at the Università degli Studi di Urbino. My curiosity about people, culture and identity became the thread connecting my personal journey with my professional life.

After leaving Italy, I moved to Barcelona, Spain, where I lived for nine years and began building an international career in fashion and retail. Through senior leadership roles with Custo Barcelona and SMCP, including serving as Director of Retail for the Southeast for Maje, I contributed to the opening and development of more than 140 stores across Europe, the United States and Mexico.

I had built the career I thought I wanted, but over time I realized that professional success alone was no longer enough.

After leaving my corporate position in New York, I traveled to Bali and Sumba. This became the beginning of a spiritual journey that later took me through the Amazonian forest of Peru, La Guajira in Venezuela and the jungles of the Yucatán. These experiences taught me to question the ego, move beyond my comfort zone and find balance between ambition and awareness, achievement and purpose.

That transformation became inseparable from Natural Rough, the brand I created and led from concept through design, sourcing, production, marketing, operations and retail. Based in Miami, with locations in Miami and Tulum and a boutique within a luxury hotel in Puglia, the brand was shaped through respectful collaborations with Indigenous and artisan communities across South America. Much of its exclusive natural-cotton fabric was handwoven in the mountains of Santa Elena near Medellín, Colombia.

My journey eventually brought me to Los Angeles and to my work with The Estate of Jean-Michel Basquiat and King Pleasure, where art, cultural legacy, merchandise, retail and ecommerce came together. That experience reinforced my belief that cultural integrity and commercial success can strengthen one another.

I created Vassoyo to bring every part of this journey together. Inspired by the Italian word Vassoio, meaning ‘tray,’ Vassoyo is a vessel for creativity and strategy, culture and commerce, intuition and structure.

Today, we help founders, artists, cultural organizations, hospitality projects and thoughtful brands transform ambitious ideas into products, retail environments, ecommerce businesses and experiences that are authentic, purposeful and commercially strong.