Crafting a Community: 20 Years of Partnership with the Santa Lucia Preserve
“When I started CoorItalia, in 2001, my goal was to create a company that could coordinate all the passions that I saw in the design world: the passion of Designers and Architects for beautiful objects, textures and lines, the passion of Craftsmen to bring these to life and the passion of Builders to “make it real.” CoorItalia, for twenty years, has taken your vision, made it tangible and delivered it for all to share,” — Alessio De Francesca, CEO.
Tell me what it's like to run a small business. What challenges have you faced and what has been rewarding about that?
When I left my first and only employed position and opened CoorItalia, I did not know how to run a business, but I enjoyed the challenges and never turned back. I have to thank my early clients who believed in me and gave me a chance. Coming from Italy, I do admire that people here give newcomers a chance.
I owe a lot to my wife who believed in me and gave me the confidence to keep going. At the same time, our first child was born and my determination to make it happen was even stronger. Back in Italy, my parents and siblings were also very supportive of my move.
One project at a time, the first employee, the second, and we built a unique business in the Bay Area. To this day I smile when talking to potential clients, I realize that what I show creates interest and desire to know more. One of the most rewarding aspects of this business is to satisfy the client’s needs.
Which new technologies have influenced your work as of late? How do you think they will change the industry going forward?
Over the last twenty years, I’ve seen a great change in the way we conduct business transactions. Covid made it clear that in-person meetings can be avoided, and remote working is now normal. But our business is tangible and tactile. The experience of being in a factory and seeing a product being made brings joy. I work with both low-tech and high-tech manufactures. A couple of weeks ago, I visited a craftsman making a clay model of a travertine Corinthian capital for one of our jobs. I was surrounded by clay, tools of the past, and a passion to hang on to tradition. The same capital will later be sculpted via a CNC machine, but as the initial phase with the clay was done by hand, the last touches will be carried out by expert hands.
Homes will be built by people, designed by people, and crafted by artisans. Robots specifically designed to produce windows and doors and stonework will inevitably become more and more present, but the expert hands of the artisans who guide the process and apply the final touches will not disappear.
Working in high-end residential is like working in fashion or luxury cars, the artisans make the difference.
Our studio deeply values working with purveyors and artisans who are experts in their trade or craft. What is special to you about high-quality, bespoke goods?
I present to architects, designers, and builders the need and necessity to value high quality, tailored products. Our partners are, for the most part, small and medium family-owned businesses who value the one-of-a-kind approach to a project. We relate to our work like the architect who meets a new client for the first time. They envision their new home as their own, listen to their needs, and create inviting spaces that are bespoke and unique.
