What are the new products you will be presenting at the next edition of Milano Home and what are the reasons for your presence at this event?

Given Milano Home's tendency to be a stage for new products and privileged experiences, it is inevitable to think of this prestigious platform to present a design product with a strong focus on beauty and hair beauty: Buongiorno Principessa, our exclusive pure silk pillowcase with anti-aging and anti-frizz effects, in fact, is not only able to dress the bed environment with timeless luxury but also to provide real benefits to the well-being of the person, making the hair softer, more manageable, and shinier, and the skin more hydrated and radiant. Always attentive to the quality of raw materials, Dondi Home uses exclusively mulberry silk for these pillowcases, considered the most sumptuous because it is produced by silkworms fed exclusively on mulberry leaves.

This silk is renowned for its extraordinary softness, luster, and resistance and finds its millenary tradition in China, where the white mulberry, which the silkworm is fond of, grows spontaneously. To ensure an anti-aging and anti-frizz effect, Dondi Home chooses 22 momme silk, the ideal density for skin and hair. But the real secret of our pillowcase is fibroin, the noblest protein of silk, which represents its unique and exclusive constituent: biocompatible and hypoallergenic, fibroin naturally promotes the synthesis of collagen and hair regeneration, also promoting the complete absorption of creams and serums. For a true beauty sleep!

How important are stores for you and why?

The store is still at the center of the purchasing experience for us, as it represents the space where we can simultaneously stimulate various senses, creating an exclusive brand experience. Being a physical point of sale makes it a privileged channel for presenting products that are tactile by vocation. In fact, Dondi Home has always selected superior quality fabrics, capable of making the moment of rest a true wellness experience: 600-thread count satin and 22 momme mulberry silk are just some of the material supports that the maison prefers for its collections.

Aware that, despite the rise of eCommerce, Millennials and Gen Z prefer physical stores because they pay less attention to visual details and are guided primarily by touch. The importance of the store lies in its "human face": the consultative and attentive approach of the sales staff represents an emotional lever to engage and retain our customer, guaranteeing them a rewarding shopping experience.