A spontaneous reflection led us to want to share a thought that perhaps, today more than ever, deserves to be put down in black and white: we are the only small company among the Italian leaders in the artistic perfumery sector to compete at the highest levels of traffic and sales—both online and in physical stores—without the top brands that dominate the market .
We don't carry Creed, Montale, and Morph. These brands alone likely generate over 50% of the segment's national revenue. We've also chosen to remove names like Nasomatto, Orto Parisi, Penhaligon's, Byredo, and L'Artisan Parfumeur—brands that, on their own, would justify opening a new store.
We don't have exclusive collaborations with perfumers or perfume houses , and this is our own personal choice. We don't invest a single euro in advertising , not on Google, not on Facebook, not on any other platforms. We don't have any influencers on our team; we've never invited one. And yet... we're there. Always. Among the best. With perhaps a third, or half, of the assortment of our direct competitors. At zero marketing cost. With a deliberately selective catalog, revised and refined from time to time.
How is this possible?
The Customer at the Center: Always
We've found an answer. Beyond the constant pursuit of aesthetic and material improvement, we've always had one priority: our customers . Real people. People we look into. People with genuine needs, to which we seek to address in the most honest and helpful way possible, taking into account the objective limitations of the product and the market. These limitations evolve, of course, but they exist and must be acknowledged.
We don't talk nonsense. We don't renege on what we said yesterday. If a perfume "sucked" yesterday, it's very likely to still be sucking today. We're open to change, but we don't bow to passing fads. It takes years, sometimes decades, to truly change direction. We work with honesty and consistency.
An Inviolable Ethic
Perhaps this is precisely what many have understood. That our work, while not free from errors, is guided by a profound ethic . We are leading—or helping to lead—this splendid world of designer perfumery toward a more solid and transparent future.
Turnover is important, of course. Without money, you can't stay open. But there's a threshold that's inviolable for us: accepting mistakes at the customer's expense to protect our own interests . We'll never cross that limit. Never. Rather, we close. Not out of sanctity or moral superiority, but because really... what's the point of compromising your credibility to show off one more item?
For us, this is ethical Third Worldism . And it doesn't belong to us.
Thank You, The Silent Army
Thanks to you, "normal" customers—who shop intelligently, without having to show off or flaunt it. You are our silent army . The ones that move everything. The ones you can't see, but you can feel. And the ones that push us every day to never give up.
At the Violetta Boutique, she will continue to do her part. Quietly. But with the dignity of someone who believes in what she does. And with the discreet strength of someone who doesn't have to shout to be heard.
Thank you. Really.
Diego V.
