PBD Podcast - “We Dress The 0.001%” - Stefano Ricci: Inside The World’s Most EXCLUSIVE Luxury Brand | PBD Podcast | Ep. 643

Episode Date: September 8, 2025

Patrick Bet-David sits down with Stefano Ricci CEO Niccolò Ricci to go inside the world’s most exclusive luxury brand, famed for dressing the 0.001% with handcrafted Italian elegance, timeless design, and unmatched attention to detail.———🍋 ZEST IT FORWARD: ⁠⁠⁠⁠⁠⁠⁠https://bit.ly/4kJ71lc⁠⁠⁠⁠⁠⁠⁠ 📕 PBD'S BOOK "THE ACADEMY": ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/41rtEV4⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠🎙️ FOLLOW THE PODCAST ON SPOTIFY: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/4g57zR2⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠🎙️ FOLLOW THE PODCAST ON ITUNES: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/4g1bXAh⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠🎙️ FOLLOW THE PODCAST ON ALL PLATFORMS: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/4eXQl6A⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠📱 CONNECT ON MINNECT: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/4ikyEkC⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠👔 BET-DAVID CONSULTING: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/3ZjWhB7⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠📰 VTNEWS.AI: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/3OExClZ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠🎓 VALUETAINMENT UNIVERSITY: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/3BfA5Qw⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠📺 JOIN THE CHANNEL: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/4g5C6Or⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠💬 TEXT US: Text “PODCAST” to 310-340-1132 to get the latest updates in real-time!ABOUT US:Patrick Bet-David is the founder and CEO of Valuetainment Media. He is the author of the #1 Wall Street Journal Bestseller “Your Next Five Moves” (Simon & Schuster) and a father of 2 boys and 2 girls. He currently resides in Ft. Lauderdale, Florida.

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You know, when you think about levels in life, there's levels at everything you do, including suits. You may have a suit that looks good. You may see somebody that's got a suit on a president, a prime minister, a billionaire. You say, where do these guys get their suits from? Well, according to New York Times,

the 0.001% clothier for billionaires around the world is a company called Stefano Ricci, based out of Tuscany, Italy. We went there. We spent time with the entire family. I matter of fact right now, I'm wearing a Stefano Ritchie, so my closet is only Stefano. I got their pin on here as well. First night we go out there to have dinner with them.

They take us to this place called the Cantineta Antinori restaurant. We're thinking it's just a nice restaurant. Later on, we find out the wine that we had with them has been passed down for 27 generations. Since the 1300s, it was like a castle, family staying upstairs. Food was amazing. We celebrated my daughter's, 9-year-old daughter's birthday, 9-year-old daughter's birthday Senna. Great experience.

Then afterwards, we went to their headquarters. This is the area of the artisanal heart of the city. We saw where they make their silk, you know, material. If you want to get your house fixed up with the things that they do with Stefano, they do all of that, They do it for yachts, they do it for clubs, they do it for massive five-star hotels around the world. And then we went to their actual headquarters.

And we saw how they make the products, the details, the stitching, the patent they have for the needle that they use to make the suit look as good as it does. The amount of time it takes them to do one suit, how many hands touch each suit they make. And then they showed me the different things that they have. A purse they were making, that's $125,000, $100,000 cufflings. I'm talking the type of stuff that people that are in that category of the 0.001% that purchase. And then afterwards, we went to their property.

We spent time with the family. We spent the night at their estate that they have in Tuscan, a few thousand acres. We had a chance to have dinner with the founder of the company, D. Stefano Richie, his wife, his sons. It's just an incredible experience. And then afterwards, we went to their number one flagship store that's in Florence, walked got a tour, sat down, and did an interview with the one and only to seal the company today, the son of Stefano Ricci, Niccolo, as well as Felipeo Richie.

Here's the interview. So the first time, I'm in Beverly Hills. I'm barely coming up in insurance, and I'm buying clothes from three-day suit broker. I'm going to these Ross buying $29 shoes, and I see the store. Beverly Hills, Rodeo Drive, Bijan is there. You got Stefano Richie, the most incredible property. I go in, and I said one day, one day I'm on the word to close here. And today we're sitting with you, CEO of Stefano Richie.

Nicola, it's great to have you on buddy. You know that Stefano Jr. when he saw you, I told me, you didn't tell me, PBD is here. I would look at him on TikTok all the time. This does not look like a store. What is this property? This is our Bottinga. The middle botega.

It's a Florentine workshop, as we call it. You know, you enter the heart of Sanastos de Nobon. Boom, you have this ceiling, which is all hands. and done by special mirrors, special glasses. The frescoes from the early 1900. And it used to be, this location used to be where they kept the carriages. So New York Times has a story on you guys, talking about the clothier for the top point zero one percent,

Not the 1%ters, not 0.1, the 0.00. You see the list of people that have warned Stefan. A list is a long list. We got Nelson Mandela. We got the Pope. We got Tom Cruise. We have the weekend recently, right? You have 20 presidents, dignitaries, one that I'm very friendly up because of something he shared with me.

A lot of these names, business people. Bezos coming here. I saw Bezos sign the meal, the place that we went that Felipe was showing us. All of these folks. How do you, your father, the family view how to impress and keep the 0.001% of doing business with you? What's the level of expectation there? First of all, you know, 0.001, now we are targeting to the 0.002 because we would like to grow our business. I think we focus on that niche where maybe it was missing in the market or maybe we reach, it was never reached before, providing products and materials that were not shown before to give emotions.

you know, gentlemen like you, I've seen it all, I've worn it all. You need something that you wear it, you touch you, you understand there is a, for us, there is a family and the group of artisan behind doing research and make things by hand with a great passion. And, you know, it's exclusivity. Of course, it's not an exclusion to the rest of the world, but as an example, we were talking with my brother.

Nobody can drive a Ferrari, but when they look at it, lots of people admire Ferrari. So in our case, it's like we love to do these products extremely exclusive and I think as a form of respect for all the people that works behind it. We're talking about hundreds of people that on a daily base that come in our headquarters and put passion and also help to hands down the heritage, also to the newcomers that the younger generation is coming to within our facility and we teach them this art of tailoring, of like making sure,

shirts, leather goods, jewelry, diamond setting. So all within our world, we try to express the maximum heritage of artisan that can be done here in Florence. So one thing I noticed of just being with you guys last two days and walking around everywhere, whether it's the headquarters or the meal that you guys have, is the amount of details that you look at, whether it's the little butt, whether it's the sewing, whether it was so much details that things you guys, you know, tuck. Is that because in your eyes, even right now when we're sitting down here, these chairs, right?

These are, these are jaded chairs, right? These are crocodile. Crocodile chairs. Life is made of details. Details makes the difference. And in our world, a button, a specific fabric, a specific type of skin of crocodile is what makes the product unique. You don't need, you know, do you don't go on the market, we find what is available. We make our own materials, our own bottom.

our own, and then we create, of course, our own styles with detail, with stitching. You know, my father, he invented in the 80s, you remember all those shirts with those gimmicks on the collars and the stitching on the collar. So he invented them, and he made also his collection of shirts famous with that back in the 80s and the 90s. And I remember we had, at the time, we didn't have a shop on rodeo drive in Beverly Hills. And we had two, three multi-brands that were buying our shirts to sell it to their top, high-end cast. Is one of them, Bichan? Is that where?

Bijan, I do have great memories because we felt like family with him and his son and Nicholas. My father was designing his shirts and ties back in the 80s and it was a very strong relation between the two of them. Of course, we have to give credit to Bijan. It was a luxury master. He invented this word of a high-end luxury. Only by appointment, I think, was inspirational for everybody that is in the luxury business today. How long does it take to make one of these? One dinner jacket like this, it gets close to 30 hours to make one garment. 30 hours to make one dinner jacket like this.

So the fabric, the type of making the fabric would take how long? It depends on the kind of fabric. As you know, some looms produce up to 20, 40 centimeters per day, a meter per day as well. One feet per day. You can imagine one feet per day. One feet per day. Yeah, when you guys were telling me you only make 12 suits a date in that one property, another 24 different place. The bespoke division is a 12 suits per day. Be spoke as 12 suits per day.

Yeah. That's the perfection part. You take your time with it. And you have 45 people to make 12 suits a day. That is the key. 45 people to make 12 suits a day. You know for us the strategy is now is to be able to offer our client and experience like the one you're living. Just sitting in a beautiful environment with made in Italy furniture with made-in-Italy product with a great team with great service you need honestly you

work a lot then you dedicate yourself maybe to once every six months one hour for yourself to do your clothing selection you get here you just want to be relax enjoy we you know you can open a bottle of champagne you sit down we come for you that we show you all the latest fabrics that we have we measure you if you have to send our tailor to your house to make the second fitting we send it wherever you are in the world we provide the service that we just want to make you happy and remove the headache of having a full closet of merchandise for the season to come and i see that people come there are summer people that come every month they like to enjoy the experience somebody comes twice a year spring summer fall winter even though for our top

top clients, we offer something that is unique. We invite them in our showroom in Milan and we offer them to see the full selection of the actual collection, which means normally you go in a boutique and you find 15, 20 outfits, which is the selection made by us, together with the managers of the boutique, that they can offer you. Instead, if you are on the top tier of our clientele,

which means spend over, let's say, 150,000 to 100,000 per year, you are invited, and you can select out of like 80, 100 docks, but you must have a mentality of a shop. So you must be able to wait for five months, for five months, in order to get the collection at the right time. And there are some clients that enjoy really, really much. Then they stay. Of course, they stay with the family. They stay with us. We have dinner in Milan.

Then they come to Florence. We invite them in our country house. Because at the end, talk about clients, but with most of them, they become very good friends. passion, vintage cars, great wines, great food. And I think this maybe is the best part of my job because I get the opportunity to meet very influential, powerful, self-made multi-billionaire, if not billionaires, and share the vision and understanding from their perspective

what is going to happen, what is in the near future. And hearing, and honestly, I go from China, US, Middle East, you really get some interesting information. Last time when we're having dinner, your mother, Claudia, which unbelievable, the stories with her and what thing, but the family was pretty competitive, some of the conversations that we're having.

It was very interesting, listen to the conversations. Your dad is sitting right there next to my wife, and I asked, so how did this whole thing get started? You know, they met out 17, he was 19, she was 17, and then the story of how they started selling ties, Maybe you can start how, you know, the story of the company.

It's, you know, it seems like a story from a book from ancient times because they met, they were 17, 18, still together after 57 years. It's, I think it's a great story because they started, my father was, he studied as an accountant. And then he decided within the, my mom, my grandmother, she had a little facility with two, three ladies doing garments for lady. So he was a great graphic designer and he had an inspiration from the ceiling

of the Renaissance Palace of Florence to recreate those designs into the ties and was amazing the success that they had right away so he showed Pitti, Pitti Fashion Week he met buyers from all over the world and within two years the four ladies were doing the ladies gown they were converted into making ties and my mom and my dad that started together

of course my father had the vision I always say he's enlightened because doing what he did, especially in 93, going to China, maybe neither me, I would maybe would have not been able to do it. Maybe my role and my brother's role extremely important was after to develop it. But the vision that they had and with the great support my mom, because we always say behind the great men, this is a greater woman. Let me show you something. This is something that made Stephen Ritchie famous around the world,

and it was the most expensive tie in the world. This is a micro patchwork. The tie. When he came out, it was touching the $1,000, and it was 25 years ago. So this made a statement, and it was one of the points that really... What does this go for now?

This is 500 of York? Because it's not the pleaded. Oh, okay. Yeah. But the pleaded one you do would go for today? Oh, $1,000. A thousand dollars? Okay.

When did he decide he wants to mainly target the point zero one what was it was it he was always so eccentric because in being around him the way he looks you know he looks like somebody that would build something like this yes i think it happened for different reason accidentally or on accident no it accidentally but for on purpose because his vision was to as he always teach me taught me and my brother always starts where everybody else stop. So you always raise the bar higher and higher higher and higher. Always start where

everybody else stops. So if they think this is the point where the market, if you speak with the fabric supplier, this is the finest fabric we've done until today. You say, can we do better? But Mr. Rich, this is

the best we have done. Do better. So that has been his mantra, his motto, that we're teaching everybody here in the team. Don't stop where you think is very good. Try to be more and more and more. Sometimes it's even complicated for us. Can you imagine every season to raise the bar?

But this path lead us to the 0.001. When we were at our vault conference last year, Julian's there, who does a phenomenal job, by the way. And he's like, well, let's see what's going to happen here. Everybody runs up. I'm like, have you guys heard of Stefan O'Ritchie? And we got nearly 6,000 people there. you know, the CEOs and the founders, they raise their hands, they know about it.

The rest of the people are like, I've never heard of this before, right? Because of who the market is for. There is a famous quote you always hear that says there's a reason why Ferrari never advertises, okay? It never, because their buyers don't watch too much TV. That's the quote. Their buyers are out there doing things, right? But, you know, everybody walked up when they went to the booth.

They said, yeah, what am I getting a Stefano Richie Colon? I think it's the best, by the way, in the marketplace. Oh, thank you. It's the what I wear, my son, Dylan wears it. Dylan, who loves your dogs, I don't know, the one that was running away from Watson, this dog, yes. Last night we're, everybody's out there. We're having dinner, and we have cigars. And next, you know, we hear a screaming and a chair moving.

And I say, what's going on? It was my, it was our brown chocolate Labrador trying to play with Dylan, yeah. At the end of the night, he was playing with me. He was, you're right. And this morning, he was playing with him in the, and the, backyard, which was great. No, but some items. If somebody doesn't know about your items, we're sitting here. If I wanted to create these two in my office, if I want to change my office, my house, and I wanted to get something like this, price range of items, then he's looking at

a leather jacket yesterday, $30,000. We were looking at a bag yesterday with a gold lock on the front of it, beautiful bag, and I think it was also a crocodile back. The crocodile bag with the golden diamonds with 15 carats diamonds on it. Pink carrots that. No, for us is, I think this is our main challenge. To make people understand that we can go from a Thai to a Finnish apartment. So lifestyle is what now is driving also our business. I always say there will be two maestros and inspirational for us.

Besides, my father has been my mentor and my brother's mentor. but George Armani Ralph Lauren these two persons have been able to create two maestros

they've been able to create two lifestyles where wherever you enter at their restaurant their boutiques

their hotels you understand immediately where you are because they've created a legacy they created a lifestyle

different different looks different concept so we have to take inspiration from them they did it they made it

for us the idea this one. Of course, in a smaller case, but being able to create a lifestyle at 360 degrees. And recently, we've proven with a beautiful suite inside the Castafalphi Resort. Today it's going to be run by Discoverland. A beautiful suite in Prince of V of Piemonte. We've done a yacht club in Sindhalla and Saudi Arabia. With MBS, that's the one that was the blue. It's incredible. PIF, of course, with the MBS commission to us. They reach out to you and they say,

you to come and design this. We were invited to make a proposal. So I've been waiting with my brother in Saudi for a few days to meet with the number one. And they love the concept of an exclusive brand, making something even more exclusive with all our crocodile chairs and so far armchairs, with a unique design of marble for all the yacht club. Together with that, we have our lounge building in Shanghai where our members can participate and go and have dinner and drinks. This is because today for us it's fundamental to create a lifestyle and the interiors as well we have this kind of concept but we also have leather so not only has to be crocodile of course it's becoming more and more important for our for our business.

But the price point it's important because in the New York Times article it all also talks about that. There was cufflings that were $100,000 couplings. Even more. We've done some pins, we've done some buckles. We've even done one buckle in diamonds for them. A diamond buckle? Yes. A veil of $4 billion. 50-cats, all designed with the initial of a special client. We've done cufflings for a couple hundred thousand. You know, the jewelry, as you saw yesterday, I think it's really elevating the brand. Because for us, we've been doing cufflings for 30 years. And the last 10 years, we organized a team or extremely skilled cosmet and diamond setters that are doing unique things and one more

thing we are extremely proud of if you have in your mind either a design for a house if you want one buckle one diamond one jewelry one cuffling with your initial with the family crest if you have a company with the logo and you want to do something unique one-off that we are here for this we do so many special project for our clients. We've done a crocodile jacket with matching hats, with embroidery, some logos for some clients.

So yesterday our silverware production of chisel with this balsso and cheese airlo technique. We can do family crest, we can do anything, pretty much anything. We are a great team of designers in-house with this under supervision of my brother and

my father. We can create, customized design for ties. What we Something like this go for. If a person wants two of these in their office, what does it spend? 80,000, $800,000. 80,000 to $200,000 or something like this. So this isn't just about clothes. You guys will go to buildings, homes, bedrooms, offices, the variety of creativity.

Homes, we have done also two homes for two special clients of ours. And, you know, once you are in, you are in. You really. So spend the first dollar, you're in. Forever. No, you really want us to be involved. Yeah. Because, for example, after you came last night and you saw our estate and the passion that

was put to build that house where every detail, every detail has been designed with the heart, because everything was a lot of passion behind it. You say, I would like to do my country house. Which inspiration would you get? We had clients coming and say, can we do something similar to this? Can you give us inspiration? We've done a penthouse. so we've done another house for another client.

It's beautiful. I mean, 3,000 acres, you know, the pool, the Tuscany, you see Tuscany, you think about moving. That's our secret paradise. It will keep it. Well, it definitely is a secret, but we almost lost Vinny because Vinny was hiding in the house he didn't want to leave. This morning. Yeah, somehow, some way we were able to convince him to leave, you know, it was going to be a problem. Your dad's going to wake up tomorrow saying, who is this?

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Please play responsibly. We've been a pleasure to have been a pleasure to have you here, to let you know what we do, who we are, who we are here, to let you know what we do, who we are. because you also share the vision and cheers to that have a good day with us cheers what i liked about the house that rob uh noticed he says pat you know what's the the craziest thing I noticed about their house? He says, I said, what's that? He says, I walked around everywhere and looked at pictures. There was no pictures with celebrities and all this other. It was all family and kids. The only thing that was there was the Pope. The picture with kissing, I think it was, you're in it and he's in it, and it was a family picture because one of the

kids were there. Is that intentional that in the house, it's just family? No, it's a family house. So for us, it's a picture of male, is a grandchild. You see them everywhere. There's some picture and me and my brother, but just rarely because grandma and grandpa put all the grandchild around. But when you talk about, like when you talk about the Holy Father, Pope Francis, we had the honor through Antico Citi Fiorentino, which is a company founded in 1786 here in Florence with antique clums that you saw yesterday. We donate, actually, the lady working Antico Cetifio through them, we donate the fabric produced for the Casuala, so for this dress, for the Holy Father, celebrated the mess here in Florence. It was a great honor for us. Oh I think he

showed it to us, Philippa, is that the material that was soft, incredible? Yeah, it was unbelievable. It's made with hand looms, human-activated looms that create a 3-D effect. So they came, they made the selection, they saw this fabric, they would have been amazing to represent the heritage of Florence during the mass of the Holy Father. And then That's how we end up wearing the Antico City Fusian fabric on its shoulder during that's a very special day. So we had the opportunity to participate to a private mass in Vatican City, and we met the Holy Father. At that time, my daughter, she was in the womb of her mother, and we were not sure about the name yet, because I wanted Anna Julia or Margarita or Aurora.

So while we got there, and he asked me, what I can do for you? And I say, Holy Father, I just want, I'm here just to thank you for the light and the peace you're bringing to a lot of people that are coming back here on St. Peter Square for your Mass. And so thank you for that. You say, also, you're expecting, maybe it's just due in a few months. And what's her, before he said, what's held, her mother said, Aurora. So Aurora was how long before, Arora was born? This is two months before. Oh, two months before.

months before. And he said Aurora, and Aurora it is, maybe it was blessed by the Holy Father. And it was fantastic that after six, six, seven months, he came back in the Duomo, together with authorities. And next to me was the mayor, the chief of the region of Tuscany, all top officials. And on the side, the first one was me with Aurora, with her mother, and my mother and my brother. So I say hi to the gentleman on my left and I say, hello, Nicolaov, like give us a few minutes. It's a very important moment to say hi to the grandfather, the Holy Father. I said, okay.

So I say, pass me Aurora, please, one second. So I took Aurora and I put her like sitting on the barricade where the Holy Father was going through. So he was supposed to go to the authorities. Instead, it came straight to my daughter and he said, how beautiful is this girl, what's her name? Aurora, you gave her the name, you gave her the benediction. And he told me, this is why it's so beautiful, because I blessed her in a womb.

So then he just gave a hug to them to my daughter. And then what he did, he just went. He left without ignoring all the authority. It was my fault. You've got to be kidding. They were so upset with me. The mayor is a friend. I've been waiting this moment all my life to take a picture with the Holy Father in the Dome of Florence.

And what is that? It comes to your beautiful daughter. Okay, let me forget about. I noticed something in the front that really caught my attention. If you don't mind going there. So what is the story with this chess board and the chess pieces you have over there? Well, within the lifestyle projects, of course, game boards are part of it. And we wanted to tell a story about the chessboard with crocodile.

So you see, there's black and white. Also the square are in crocodile. And we created these in steel and silver. And you can really play... I mean, you're looking on the market for... You know, who has one of these. We gave him as a present, our dear friend Andrea Bocelli. friend Andrea Bocelli. He loves the blade chess and he has one of these in his house. Checkmate.

But they're crocodile pieces that are the leather. We can actually do it in crocodile as well. This is artwork. This is artwork. I got it. Okay. Beautiful. And if you want to real size one in crocodile, we can... I think it's beautiful. Thank you. So our consulting firm's logo is a chess piece. Okay. That's why I asked the question. We can't send that to you.

That's exactly the point. What I'm saying is this is, this matches our brand. How often do you run into people that are wearing virtually stuff? More now. More and more and more. Restaurants, Florence, Rome, Milan, and Nice. If you go London, London, if you go to Paris. Istanbul.

Istanbul. If you go to Armenia. If you go to Armenia, you go around the Erival, I mean, the best restaurants or... I was fine, it's here in Europe, you know, my father, they know him, but really stopped in Armenia, in Russia, in Azerbaijan. If you go with my father, people go crazy, like you like a superstar. Your dad has a distinct artist, you know, that's, that's not, that's a, that's a, that's a, that's a brand. It's like respect, you know, when you feel, oh, for sure, yeah, yeah, for sure. Fun story where I just out of the of the store a few years ago when Matteo Renzi was the prime minister of Italy

And he was also mayor of Florida so after he was prime minister he was here walking we go out and we see you guys like this guy They're friends. He's very good friends so we see him walking is now like a camp hugs or sandwiches like having fun and then a couple and look and they come to us with a camera and they go to him and said can you can we please he was He was like sure I said take the camera I had to take picture mr. Get out of you. He's a Russian. So they knew, they knew him more than they knew him. Yeah, they were. Fuck you.

So, guys, this is a prestigious brand. Recent years, a lot of stories comes out about, you know, companies in Italy, big brands, competitors of yours, who claim it's made in Italy, but they're assembled in China, made in Italy, two things. How important is the fact that everything that's produced is made in Italy? Why is the whole concept of, what is it called? Tuto Italiano. Fattu in Italia.

Fattto in Italy. Made in Italy. Why is that made in Italy so important? Because the quality you do here, you can't do anywhere else. There is the concept of quality that we have in Italy is second to now. Why, though? Why, Niccolo? Because it goes back to our roots.

go back to the beauty you walk let's have a walk outside here show you some beautiful building they were done like this was shown us yesterday they were done like the duomo was done in the 1440 like you know from 1400 renaissance in florence you breathe it everywhere so beauty things have to be made with quality if you try to produce some of this garment and some other countries would be hard because there is not the heritage there goes down for hundreds of years leather goods here we have an area which is extremely famous all the brands from around the The top brands around the world, they all come and produce here in Florence. I notice when there was a piece in the Leonardo da Vinci piece that had been designed.

We are the proud custody of a loom that has been created following the original design of Leonardo da Vinci, which still wave. It's a auditorio that created a fact we use for the warp for our, for making order to make the samples. And it still works perfectly. Yeah, yesterday, the guy's, what was his name? Was his name Fabricio? Fabricio was a little bit worried because I wanted to try this one guy that was doing the thing. So I stood up there, he showed me how to do it and bring it back, and they were all nervous this is going to break and have to push the thing this way.

Can you imagine that that thing comes from 1700? That's unbelievable. It still makes the most amazing fabulous. Fine, we go back when we talk about details. Right. These are made if you respect history, if you respect the heritage. you know when yesterday you were trying to do the chisel on the silverware and you told me how you do it because it's difficult I showed the picture of the guy now is maybe 50 and you have a picture of him it was 16 so it's a experience that's why you need

was the the chiseling which was you hammering it in and it comes up and then it turns into a piece like that did he do that is that him yes that's him and that takes how long to make that is a month one month work just on one piece yes one piece wow and if i want to buy something like that for my house what would i be paying for me yeah that's what the people want to be there's so 80 000 you know you know you know what you said yesterday multiple times which i loved he said uh look there are customers that come in and they just go i want this here's my credit card see they don't ask for price they don't ask for price but you know why they're not ask for price. They've been buying for us for many years and they always got happy at the

end. Because what is important when they say, ah, this product is expensive. No, it's not expensive because for what you are getting is a very good price. How long did it take to have that reputation? So you guys have been around 50 years. How long did it take to out that reputation? It took, I think, the first 20 years or B2B selling shirts. You need to build the brand. Until the market realized you guys going to overdo it. You know what I think made us. this reputation made us our life easier because we added categories like the you know the suiting the leather jacket the leather outerwear the briefcases the jewelry the clients gave us the chance because we never let them down and as far as you give them quality as far as you give them

quality the client respects you i keep on buying from you but you know you can just sell a brand and then use crazy multiples. You need to be fair, prices, high prices, but for what you are getting, an amount of work that is behind it, the amount of research and the amount of investment that we do from our side is a reason. It's amazing you say this. So we're in Miami, we go to George. Tom needs something for here, okay, while we're in Florence. He doesn't have it yet. We're in Miami. George contacts the store here. Says, I have a client, Tom Ellsworth, that's going to be here, and he comes down here what is the gentleman's name?

Where is he at? Alessandro. Alessandro, who was fixing my tie, by the way, Alessandro. We walk in, takes out the jacket, ready for Tom. Then we see Tom look like an absolute model of a guy. We can't send him home to him

because he'll have another baby in nine months if he goes somewhere right now with his wife. But we saw that. To me, the most unique differentiator working with you guys is the service. It's absolutely unbelievable. The service you offer across the mission of their life is to make you happy is to make the client happy you have so many

headaches in your life the last thing you want to have a headache about is about your clothes can you teach that or do you have to find people like that you have to find the right manager have him staying with us a few months but normally they're trained you know they come train you you you train them more and then it's their responsibility to train their team but do you like how do you if i'm not a person that's a service person you can't really teach it to me to the core how do you how do you how do you find guys that are fully you about service? You know, we look at people that maybe have also experienced previously in the jewelry

business, hospitality, because at the end of the day, you have to be great salesperson, you need to know about products, but you need to know how to greet customer. Got it. Because the most part, what we love is to have the team working together. When the perspective from getting in touch, when the manager get in touch with the client, the team works around him. It's funny. Our family, for four years, we would go to this restaurant in Fort Lauderdale, called the Angelo Delia.

And they would do these pizzas and the oven and martadela, and they would bring the cheese and the 25-year balsamic glaze aged. And then we go to the one restaurant, which I absolutely love, Casa Di Angelo, ran by Angelo, phenomenal place in Fort Lauderdale. Micheli was our manager that would take care of us. We love this guy so much that eventually we said, you come and run our cigar lives. So he runs a cigar lunch, Miquely. Customer service with Miqueli to us is one of a kind, the way he treats us. He's also Italian from here, tells the story. It's a very unique experience and gives me the vibes of this is like a three

Michelin Star store you walk into. You come to... No, thank you. It's an accomplishment for us to hear from you having this kind of compliment. That's the treatment we get every time we're in. So I got a question for you. Movie-wise, when are we going to see 007? wears Stefano Ritchie's suit?

This is a good idea. It's a project also because most of our clients, they don't envision themselves as that specific actor. Of course, we are proud of some of them wears our things, but 007. Everybody envisioned them as 007. So that would be a great thing. We need to explore it, hopefully, in the future.

We'll see. How does that work? Do they come to you? Do you go to them? Do you put a few outfits? saying, hey, what if you were, is this? Is it collaboration? To go to them.

Sometimes we had some production that asked us to provide some clothes. But mainly they even go through department stores, they have personal shopper, and they buy the looks for doing the movies. Recently we saw Wool Smith was wearing one of our needs, and we didn't know about it because they bought it directly from a department store. Yeah, that's the best kind, right? the interest is there to go. They love it.

They put it maybe in their context. They would like to wear and they put the brands. Then they go, they make the outfits to buy. Some directly, some indirectly. Through our summer power partners. And I saw my new friend who told me the history of a lot of other things that he really wants me to tell today in this interview, but I want. I'm not going to do it.

I know you want me to tell it. I'm not going to do it because of my own level of discipline. But he showed the book that you open up here with Mike Tyson wearing a white belt. right and you guys didn't even move into him he bought it himself he had the picture of him with our eagle head as a buckle right the brand but the other one was apparently you guys have a store in armenia in yerevan we opened a shop in armenia 20 years around 20 years ago in 20 years you've been in yerabon 15 years 20 years ago yes and they say in yerevan if you don't wear a stephano richie socks they say if you don't wear stephano richie socks you're nobody

And, you know, this comes through a lot of years of Armenian families. We've been working in New York, in L.A. It's been great support, London. Armenians will pay. They will pay because they want to wear the best. That's what I had a couple ideas for you. I said, in my opinion, I think Boca Raton will be a good market for you. For you to look into.

Maybe the Bokker Resort area, maybe some of the areas there. And then, you know, Glenda would. be a bad market to look at. A lot of Armenians did. They're also like some nice clothes. You know, lots of Armenians have a lot, very strong know-how about tailoring. So they really appreciate the workmanship that we put in the... That's a good point.

You know, and my dad's, yesterday when I was with Philippaun, it showed me the singer, the sewing, the machine that you guys have. And today you showed me the video for the new series that's coming up that I don't want to disclose it to the audience. I'll find out about it. You had the singer sewing machine. my dad is 83 years old in our house

if something is messed up we need to fix it we just go give it to him 83 years old he goes to his room fixes it comes out here you go if a button anything is missing

my dad goes and does it so in Armenian Middle Eastern it's very cultural tradition yes yes very and their spenders

they will spend the money as well when it comes on to yes I know yes I know you know yes I know you know any final thoughts Any final thoughts you have here?

Because for us, we're excited about this partnership that we have together, the collaboration that we have together. We are very picky on who. We don't do any sponsorships right now with anybody. When Julian and I started talking about the brand and, you know, how much I love what you guys do, how the treatment. We brought it to our audience. They fell in love with it.

So we're proud to go on this journey together with you guys. But what are some final things you want to tell the audience? First of all, can't wait to be in Orlando, September 8 to the 11th. I believe it's going to be a super exciting meeting and for me to interact and meet the people that are going to be there lots of CEOs a lot of very successful people sharing ideas like your motto the future looks bright I think that we always have get we must get the good energy

of everything that is coming out and from every kind of conversation we are having future project and we are on it we develop we deliver quality, excellence. This is what you are good at. And I think with your team and with the people are going to be at the vault, we're going to get great ideas and we're going to make great things. I look forward to it. It's been a great experience spending time with you, your family, the last few days. And I hope, audience, if you're watching this, go find a nearest, you know, Stefano Ricci store and then go to whatever you want to pick up. Start off with something. If you can get a jacket, a suit, do so. You will see how you're going to be treated. Thank you.

Thank you so much for this. Thank you. Great to have you on your team here. Likewise. Thanks for hosting us. Now you know the story of Stefano Rich and I'm proud to announce today the collaboration with Value Tainment and Stefano Richie. By the first limited edition product we're launching, it's the ties I'm wearing.

There's a couple of them. They're all numbered. They're not going to last a long time. But if you want to get these ties on the back, they have the future looks bright, logo on it. You see Value Tainment on some of these ties and they're all numbered. and you'll get this box that comes to you, showing the partnership between the two. And if you want to go order these ties, the limited edition ties, go to VTmerch.com or click on a link over here.

And if you've never been to a Stefano Ritchie store, click on a link below, go to a store near you, buy a cologne, buy a suit, buy a sport jacket, buy a shoe, and let them know Patrick Bay David sent you. Take you everybody. Bye bye bye bye bye bye. You know,