Speed is part of the game, indeed – in many cases – it makes the difference between doing and not doing a certain job. Of course it does, but – fortunately or unfortunately – in a handicraft activity such as ours, time cannot really be contracted. Our ‘production capacity’ is not measured in ‘quintals produced’ or even in ‘volumes’, but rather in the sheer numerical quantity of pieces, successful or unsuccessful. Successful means artfully made, and that art requires the time of design, the time of machine preparation and the time of manual workmanship of one or more machines coordinated and moved by someone who knows how to ‘drive’ them.
Quoting the master Giorgio Armani, we can only endorse his thought when he states that “Luxury requires time to be realised and to be appreciated”. We speak precisely of handcrafted luxury, which has within it the time to do things well, as they should be done, without shortcuts.
A luxury that creates value and business opportunities, ultimately based on the feature of the Italian lifestyle that the whole world envies us: slowness, that is, being proudly slow!
