Hi,

Being based in Milan we see every day how Made in Italy continues to shape global industries and how the country continues to affirm its role as a strategic player in modern supply chains.

Italy’s industrial ecosystem powers some of the biggest consumer categories providing brands with a rare combination of choice, flexibility, innovation, and credibility.

In this newsletter, we break down why Made in Italy is so special, and how these strengths help creators and consumer brands build products that stand out for their quality, design, and durability.

Italian manufacturers allow full personalization of products, enabling both large brands and emerging creators to break free from standardization. Instead of mass-market uniformity, Italy’s supply chain makes it possible to deliver distinctive products with character, story, and premium appeal. This ability to offer true uniqueness while still operating at scale turns Made in Italy into a powerful differentiator for brands that want to stand out.

Unlike many global hubs that demand large minimum orders, Italian suppliers give brands the ability to test concepts with small runs. This flexibility lowers risk, speeds up iteration, and makes it easier for creators to adapt quickly to consumer feedback. For early-stage brands, the impact is immediate: cash isn’t locked up in unsold inventory, allowing them to refine products through a few cycles of iteration until demand is proven. Italy’s supply chain provides the optionality and agility needed to build momentum responsibly, without overcommitting resources too soon.

Italian suppliers don’t just preserve heritage, they lead with innovation by investing heavily in R&D, sustainability, and technology. For consumer brands, this means access to world-class expertise that can deliver products ready for global markets across diverse customer needs, cultural preferences, and regulatory environments.

The hallmark of Italian suppliers is quality. With regionally integrated supply chains, products are built to higher standards from the outset, reducing the need for heavy-handed quality checks. For brands, this translates into products that perform long after launch, driving customer satisfaction, retention, and stronger lifetime value (LTV).

While Made in Italy spans countless industries, we’ve identified three sectors that are especially well-suited for creator-led brands: 1. Cosmetics/Skincare, 2. Jewelry, and 3. Eyewear.

Lombardy’s Beauty Valley - spanning Milan, Monza, Crema, Cremona, and Lodi - accounts for roughly 67% of Italy’s cosmetics industry turnover, representing about €11 billion of the country’s more than €16.5 billion cosmetics market in 2024 (source: Cosmetica Italia).

For creators, this ecosystem is a unique advantage. Beauty Valley combines labs, contract manufacturers, and packaging specialists that work with both global giants and emerging brands. At Vivaio, we connect creators directly to this supply chain helping them launch faster, test smarter, and bring products to market with the same rigor and innovation as the world’s top beauty houses.

Vicenza has long been Italy’s jewelry heartland, where centuries of craftsmanship meet modern industrial capacity. The Vicenza jewelry district is home to over 500 goldsmith and jewelry companies, and it exports about €2.4 billion annually, making it one of the most important hubs in Italy’s jewelry sector (Source: VicenzaOro / Bizzita).

The strength of Vicenza lies in its balance: artisanal workshops for bespoke pieces sit alongside scalable producers capable of serving global demand. This dual structure gives brands the ability to test designs, iterate quickly, and scale reliably.

Italy’s eyewear sector produced over €5 billion worth of products in 2024, and most of it comes from the Belluno area with Agordo, the birthplace of Luxottica, at its center (Source: ANFAO). Beyond Luxottica, the region is powered by a dense network of suppliers, independent manufacturers, and design specialists that together drive both heritage and innovation.

For creators, this ecosystem offers unique advantages: access to premium materials and finishing, the ability to run small-batch tests before scaling, and the credibility and experience of a region that can truly guide product development.

Our collaboration with Raissa Russi on the launch of her brand Mediterranea Jewels is a clear example of what we’ve described above.

In 2024 Raissa came to us with a clear design vision but needed support to launch quickly. Within weeks, we activated our network of jewelry producers in Vicenza and helped her bring over 40 unique designs to market.

This collaboration transformed her idea - blending Italian craftsmanship with Moroccan influences - into a ready-to-launch collection in under two months. By giving creators direct access to artisans, materials, and production flexibility, Vivaio makes it possible to build distinctive, credible brands at speed. Read the full story here.

The creator economy is fueling hundreds of new brands, but too many fizzle out because their products fail to deliver. Attention can spark traction, but it’s not enough to sustain a business. Lasting value comes when influence is paired with operational excellence, financial discipline and product quality.

This is where Made in Italy truly makes a difference. At Vivaio, we are uniquely positioned to connect ambitious creators with Italy’s world-class ecosystem across consumer sectors. By embedding Italian quality and design DNA from the very start, we help build products that inspire loyalty, drive repeat purchases, and support sustainable long-term growth.

P.S. Check out more of previous Learnings & Insights here.