La Bella Vita Brides

We received this note from Barbara Strom, the owner of our fabulous VIETRI Villa, La Bella Vita in Cleveland, OH:

Dear Ladies,

I have to share this story with you all. This is why we do what we do with a great passion...

Sarah Cotton made an appointment to register with me a few weeks ago. She is a stunning, 30 year old bride-to-be. She followed up several times to confirm, very excited about the experience to come. Yesterday was the day, 10AM was the time and a blizzard the weather! Pete and I arrived at the store at 9:45 after a treacherous drive, lit the fireplace, cranked up the heat, turned on the soothing music and braved the street to gather coffee and biscotti from our famous Corbo's dolceria. I knew she was going to be an Incanto bride. I set up the coffee, treats and sweets using this beautiful pattern. Our bride, her mother and aunt arrived around 10:15AM and the party began. We have a fun 3 minute video of our son's wedding that we show on the big screen over the bar to get "in the mood." I love hearing about the plans for the bride's wedding and the showers and we just warmed up for a few minutes enjoying the treats and feeling the coffee take off the chill and block out the howling wind and relentless snow.  

I started, as I always do, with a tour of the store and talking about the history of Incanto, the design details and how they worked with the compatible Mariposa pieces (which she loved and wanted). She was organized with her "Bride Bible" in which she had copies of pages from the VIETRI site highlighting the items she wanted. Almost three hours later we had the most beautiful table design using the mix and match Incanto formula with mixed flatware (Ricci), Mariposa, Juliska's turkey platter, and Incanto's metallic accents. As the process evolved, the bride realized that registering for everyday ware at Crate wasn't a wise thing to do if she wanted to realize this dream table that she created. 

Registering is an experience that is part of the whole wedding experience. At the end of our fun, Sarah was texting one of her bridesmaids and former roommate in graduate school. She confided the message to me..."When Renee and I were in school, we always talked about the day we would be engaged (no prospects at that time) and be able to register at La Bella Vita. I just texted her and told her today was my day to register in our dream registry store, La Bella Vita. I told her it was an incredible experience, not just any old registry place and I created another dream." Needless to say....I was overcome. This is what it is all about. VIETRI makes dreams and we bring them to reality for our bride's lifetime and the generations to come.  

I had to share this with you. On this snowy miserable day, with an ending tally in the register of less than $200, it was one of the best days because it made me sit back and remember that we are here to make dreams come true. With a backlog of 6 registries pending, I was motivated to photograph Sarah's registry that day. 

Pete has a cute saying that he says to prospective brides: "There are two kinds of brides. La Bella Vita Brides, and those that wish they had been La Bella Vita Brides."

Thank you for being part of making our dream come true.

Love,  Barb

Your passion and your store are truly an inspiration Barb. Cheers to you and all of the La Bella Vita Brides! 

A Wonderful Note from a Wonderful VIETRI Sales Rep...

VIETRI's National Sales Meeting was held in Chapel Hill, NC this weekend and a wonderful time was had by all! VIETRI Founder Susan Gravely received the following note from one of our beloved reps this morning:

Good morning ladies!  I wanted to thank you for your herculean efforts in organizing and executing our national sales meeting. I certainly left the weekend feeling exhilarated about VIETRI, our brand, and our future together. I rediscovered my "Why" during the weekend, which is this: As a VIETRI representative I am able to continue my love affair with Italy and share my passion for its people, its exquisite handcrafted products, and the intoxicating Italian lifestyle.

I keep coming back to a memory of an early experience I had in Florence as an undergraduate student.  When I arrived in Florence in August of 1990, I did not speak a word of Italian and did not know a soul on my program. I had been placed with the Fantechi family, whose matriarch, Milena, didn't utter a word of English. Frustrated with my inability to communicate verbally with Milena, I went to my program advisor, who suggested that she match me with an Italian language partner. As fate would have it, I was introduced to Cristiana Sacco, a delightful, smart, beautiful woman who shared my enthusiasm for life and a goofy sense of humor. Cristina and her boyfriend, Massimo, a true Italian adonus, would squire me away to her family's home in the Tuscan countryside with several car loads of friends in tow. Together we would prepare these amazing multi-course meals that would be enjoyed in front of a crackling fireplace. Though I could not understand much of their conversation, everyone made me feel so welcome, like we were life long friends.  We would laugh for what seemed like hours, challenging the strength of the seams of our clothing after a carb laden feast. To this day I always aspire to recreate the same atmosphere of warmth and hospitality extended to me by those Italians some 20 years ago when entertaining in my own home. And yes, now that I know better, I favor elastic waist bands when entertaining to avoid a wardrobe malfunction!

Grazie infinite, cari amici!

Anne Campbell Robbins - VIETRI Sales Rep

Thanks to Anne and all of our wonderful VIETRI sales reps for all of their hard work and dedication. VIETRI is truly a success because of the work of many hands. We appreciate you taking the time to be with us at the National Sales Meeting and we are all looking forward to a bright future ahead! 

VIETRI's Lee Frankstone Studying in Florence

Have you ever thought, “I can’t BELIEVE I’m getting paid to do this fun job”? 

VIETRI employee Lee Frankstone must have thought this as he took this photo of the sun setting behind the Coliseum in Rome on January 1^st, his first day of two months’ study of Italian in Italy.

He started at Dante Alighieri in Florence on January 8^th after celebrating New Year’s Eve in Rome with his stepsister, Cecelia. He has two classmates, a 25-year-old Japanese woman and a 60-year-old Brazilian businessman, for four hours of conversation and grammar with their Florentine teacher.  They only speak Italian from the very first day of class.

Lee is Director of Strategic Planning for VIETRI and needs to speak Italian with our colleagues abroad.

“My new house is very lovely, “ wrote Lee on his third day in Florence. “The apartment ceilings are very tall and the bed and room very large. I have a window overlooking the street with a desk in front of it. It is quiet. I’m in a residential neighborhood about a 10-15 minute walk from the school. My landlady, Giovanna Corsi, is a friendly, smiley lady who only speaks Italian. I am the only person here right now but two Australian boys, who are very nice and speak very good Italian according to Giovanna, are arriving soon. Giovanna assures me that I will be speaking Italian well in two weeks because the school is very good and we will speak much Italian at home. Breakfast is served at 8 am and dinner at 8:30 pm every day, including weekends if I am in town."

How lucky am I to be here?”

After the first two weeks of attending Dante Alighieri, Lee made 400 flash cards of Italian words.

He telephoned me in Chapel Hill one morning while hiking hills above Florence on a beautiful Saturday.  I remembered the church he’d visited and the gardens through which he’d walked.  He’ll be studying those flash cards on Sunday before going out to supper with one of our artisans.  I hope they’ll be speaking some Italian together. Va bene.

-Frances Gravely, VIETRI Founder

Lee and Frances

Bloomingdale's is Blooming with VIETRI

Two sources for great design and trend setting style are building a partnership. VIETRI is now on Bloomingdale’s chic website, and in their top eleven A-list stores on the East Coast. Last year VIETRI was in the Manhattan store on Lexington Avenue, giving us a chance to test our working relationship. We found the Bloomingdale's team to be sharp in business, great at visual merchandising and excellent with customer service. They give brides and other VIETRI collectors super attention and we are tremendously pleased with that. Bloomingdale’s carries VIETRI’s Incanto Dinnerware, our top bridal collection, which was featured in Martha Stewart Weddings for four straight issues, throughout our 2010/2011 National Advertising Campaign, and now slated to be in the Fall 2012 Issue as well. 

 Bloomingdale’s has selected the top four Incanto patterns which intermix in place settings and a host of accessory pieces, all inspired by Italian art and Venetian history. In trend-savvy style, Bloomingdale’s also offers Blu Bianco (literally “Blue White” in Italian) with its handpainted botanical designs in cobalt and white. From Traditional Home to Food & Wine, Veranda to Elle Décor, a host of magazines are showing blue and white interiors, accessories, textiles, even kitchen electrics, in their February 2012 pages. I’m thrilled that rich blues are finally here in fresh, original ways! Offering Incanto and Blu Bianco mixed together reflects Bloomingdale’s great fashion eye.





















BCBGMAXAZRIA from Italy, of course, is showing more blue in their designs than any other color. Blue and White was a top trend for designers last season, but home décor and tabletop trends tend to be a bit behind high fashion on the European runways. Thanks to the relationship with our Italian Artisans and our fashion forward product development team, VIETRI debuted our blue and white collection in step with top fashion designers.

There is truly a special flash and spirit to Bloomingdale's shoppers. We welcome them to VIETRI’s Italian style for dining and enjoying life! Salute!

-Frances Gravely, VIETRI Founder

Behind the Scenes with Chapel Hill Magazine

Even as the rain falls on this gray Saturday morning, place settings of blue and white VIETRI dinnerware – Incanto Aqua and Incanto White – still grace the dining room table below my office.  I gratefully recall the sunshine and warmth of a few days ago when Chapel Hill Magazine’s art director, editorial assistant and photographer were here to photograph VIETRI in my garden and glass house and to interview sister Susan and me for their March/April issue. The soft elegance of the blue and white dinnerware stacked on matching floral placemats was the perfect backdrop for the photo shoot. Sunlight sparkled through the clear glass stemware and candlesticks upon apricot-hued tulips mixed with accents of green and white in the clear glass Pitcher.

On that bright Thursday morning, VIETRI stylist, Stef Perry, and I had quickly unpacked boxes and set the dining room table with dinnerware on Aqua Abstract Accent Placemats, with Aladdin White flatware, Puccinelli wine and water glasses, and clear candlesticks set beside a Puccinelli Classic Glass Pitcher. Then off to Whole Foods for potted plants, flowers and red fruits. Back at the house, we planted urns, arranged flowers, styled food and fine-tuned our table with candlelight and pomegranate salads.  As we’d stepped back and looked at the table, it appeared natural, effortless. We almost expected guests to arrive in minutes and we felt the ease and joy of entertaining with VIETRI. The Chapel Hill Magazine team, Art Director Lynne Smyers and Editorial Assistant Kelsi Allen and Bri Brough, with a suitcase of photography gear, arrived at 3:00 and enthusiastically admired the scene. Photographer Bri went straight to work outside. First she photographed the three Aqua Rustic Garden Planters rife with yellow narcissi and variegated ivy in three different locations. 

Moving inside, the photographer and art director planned the magazine cover shoot (possibly) for Susan and me. With afternoon sun streaming across the table, the setting was fit for an afternoon soiree. On the adjacent buffet, an antiqued white cachepot, brimming with variegated ivy and white accent flowers, stood beside a Puccinelli Decanter holding sherry for three waiting tumblers. With candles lit, chandelier sparkling and glowing candelabra on the buffet, Susan and I found it easy to smile.  

In another photo, I poured sherry into Susan’s glass with the enchanting table behind us.  Then a close-up of a place setting, a slice of ripe pomegranate perched on a bed of lettuce in a blue footed bowl as if to say “Buon Appetito.”  

I happily wore a fall Armani suit, perhaps winter to Susan’s spring in her white shirt with light blue sweater over the shoulders and pale blue jewelry.  We reflected the whole atmosphere created by the dinnerware and the setting: winter in the coolness of the aqua bowls and plates and spring promised by the terra cotta accents. 

Drinking wine and relaxing in the living room after the other magazine staff left, Susan and I answered questions posed by Kelsi Allen. We even gave tips for entertaining. We waxed romantic talking about how VIETRI dinnerware and accessories invite one to experience dining and lingering at the table over conversations with friends and family.  

Everyone left for home as the Carolina sun set.  I left the table set and, when alone in the house, stood admiring the settings, tempted to spontaneously call friends for an impromptu dinner party, Vietri style. 

Chapel Hill Magazine’s home and garden issue should arrive in the mail on February 28 and will be on sale at A Southern Season and Flyleaf Books. We can't wait to see it!

-Frances Gravely, VIETRI Founder

VIETRI Marketer in the News

I’m so proud of VIETRI’s past Marketing Director, Cara Fratto, who left us for Saks Fifth Avenue and a position directly responsible to the Saks’s Vice President of Marketing. After all, she’s family. Cara is doing a fantastic job as one of the youngest statewide marketing directors nationwide. Cara’s sister is now Director of Sales and Marketing for VIETRI and her mother, Donna Fratto, is back with us in a new capacity after being Head of VIETRI Customer Service and manager of one of our top customer stores in Maine. Those family genes are superior!

Enjoy this article about Cara in a recent publication from her M.B.A. alma mater.

Auguri a Cara!

-Frances Gravely, VIETRI Founder

Look out for Lastra!

VIETRI showed its first Italian stoneware dinnerware collection to the press in New York last fall. Editors jumped at the opportunity to borrow it for their magazines coming out this spring. Look for Lastra on an upcoming national March magazine cover featuring a table setting for Easter!

Lastra’s first public appearance, in Martha Stewart Wedding’s Winter issue, lists some of VIETRI’s top stores introducing the new stoneware across the country.

We are so excited to hear that our VIP and Villa VIETRI retailer in Denver, Homefest, sold every Lastra piece from their first shipment and has a future bride listing Lastra in her registry. Several Lastra couples already cover the country from California to Mississippi and Manhattan, in addition to this beautiful, newly married, young couple from Italy!

They used their Lastra during a dinner with my sister and CEO, Susan Gravely! We love how they mixed the white and gray together. So chic!

With old-world character and contemporary simplicity of design, Lastra has the strength of commercial dinnerware. Twice fired at stoneware temperatures, Lastra is oven, microwave, freezer and dishwasher safe and highly resistant to chipping and breaking.

From Italian culinary history comes Lastra’s original design. An overlapping wooden mold, used for centuries to form Parmesan and other cheeses throughout Italy, inspired Lastra’s rustic yet chic shapes. Lastra is Italian for “strap.” The overlap of the strap creates an interesting extra dimension on a rim or body of a bowl or mug.

A dusting of brown at the edges suggests the ash that was used to preserve these artisan cheeses and highlights each unique silhouette.

Handformed in Tuscany, Lastra’s organic shapes reflect contemporary design and old-world inspiration. So it nestles into a wide range of home décor styles and adds its own character to each setting. I think there’s a masculine strength in the simple shapes that echo the wooden, cheese-holding strap. The cup and mug handles even look like straps and are generous in size for big fingers. The smaller bowl handles are also strap-like in dimension.

Even the bases of Lastra pieces are overlapping straps with personality to be enjoyed while stashing plates in the dishwasher.

We’re thrilled at VIETRI to find that Lastra appeals to the young and the older buyer. Many VIETRI collectors are looking for new designs to replace selections made decades earlier.

We already know that Lastra is a star for VIETRI’s history. Immediate press enthusiasm and sell-through in stores are marks of a hit. Our Tuscan manufacturer and product design team predicted strong success for Lastra dinnerware.

I’m so glad they’re right.

How do you like Lastra? Please let me know!

- Frances Gravely, VIETRI Founder