“This business is my life.” Andrea Cembalo, CEO of La Casa di Betty.it, is a “boy born and raised in a shop.” His father, now deceased, owned a furniture store and as soon as he reached adulthood, Andrea leveraged the experience he gained in the store to embark on new paths.

“At 18, I opened an event entertainment agency, then I started a catering business. Two projects that, however, failed within a few months due to the outbreak of the pandemic.” Cembalo did not give up. The closure of shops and the desertification of the territories led him to reflect. Three years ago was the turning point, after careful consideration he decided to invest in the online business of the physical store.

"After the second wave, I realized it was impossible to predict how long we would be unable to welcome our customers in-store. Therefore, selling online became both a necessary and opportune choice, and ultimately proved to be a winning strategy."

It's clear that the people's response satisfied him.

"Even more so. I felt gratified. When the second lockdown occurred around Easter, I immediately redirected the collections and items to the website, organizing live broadcasts on Facebook. The result? In just a few days, the merchandise sold out!"

Founded in 1997 by the young Betty Falcetano, La Casa di Betty is now one of the most important companies in the favors and giftware sector. Its headquarters are located in Battipaglia, in the province of Salerno.

Initially, there was some misunderstanding between mother and son. The difference between welcoming a person in-store and interacting with them through clicks was too stark.

"She thought it was absurd to invest in something you can't touch." Misunderstandings and differences of opinion that time and flattering results swept away in just a few months. "Today, my mother acts as a bridge between the two generations. She feels more comfortable interacting with an adult audience, while I handle online sales and promote the image and products through social media."

"Previously, the store had a more classic feel. Now, both online and in-store, the assortment has expanded and diversified.

"You can still find lace doilies, but there are also Joker masks and paintings. The average age of customers who shop on the site is between 25 and 40. The audience is influenced by pop culture messages, and we need to cater to the demands of a well-defined niche market with very clear ideas. Our followers have seen a steady growth, from a few hundred to 60,000 in two years."

Seeing orders come in during the night is a wonderful feeling.

What, in particular, gives you joy and keeps you motivated on this path?

"It's a job that I don't find burdensome; I don't hide the fact that I enjoy it. There are many rewards, and they are the result of the effort and passion I put into the business. One thing that satisfies me? Seeing orders come in during the night. It's a wonderful feeling."

Is there a difference between the virtual and in-store experience?

"Beyond the physical presence of the customer in the store, I would say no. Especially, there shouldn't be any. The customer should not perceive any difference. The packaging - which should be fragrant -, the advice, the listening don't vary depending on the sales process. The website is not just a showcase for products; behind the screen, there are people ready to answer customer questions in real time and meet their needs."

"Commerce, like many other sectors, is struggling with stagnant consumption. How do you see the future?

"It's complicated. Today, there's a tendency to weaken small businesses rather than taking the necessary steps to support a sector that has always championed the excellence of Made in Italy products. At the same time, it must be said that those who focus on quality have more arrows in their quiver. La Casa di Betty is a kind of enchanted place, you feel the urge to go in and take everything."

How important is Milan Home for those who make accessories and giftware their core business?

"It helps to have a comprehensive overview and to select quality items. Trade shows are an essential tool for anyone with a commercial business. I visit the main exhibitions and focus my attention on artisanal products."

What should we invest in today?

"In communication. Everything aimed at establishing a fruitful dialogue with the customer generates benefits for the store and for the buyer."