“To promote the cultural and qualitative value of Italian embroidery both in Italy and worldwide”. This is the mission of Assoricamatori, the newly established association officially presented on Tuesday, 15 April, on the occasion of the National Made in Italy Day. The date was deliberately chosen with the precise aim of “promoting a manufacturing sector so rich in cultural elements”, as stated by the president, Stefano Pucci. “There is a lack of information and awareness around embroidery”, adds Filippo Orefice, owner of Nuova Piegavelox and one of the founding members of Assoricamatori. “By launching this association, our idea is to enhance the value of what we contribute to Made in Italy – our great added value”.
Assoricamatori
Currently, 20 companies are members of the association, working with a range of materials, primarily leather and fabric. All have signed the Assoricamatori Code of Ethics, as a testament to and guarantee of the high standards required. “Our sector has evolved. It used to be considered an artisanal activity, even in terms of scale. Now there is a stronger sense of enterprise”, explains Orefice. “After the pandemic, there was a major reorganisation, significant growth in the sector, and a shift in our role within the supply chain. We now respond to market forces and we work with the biggest fashion brands. We need an association that gives us a voice”.
Relationships with fashion houses
“We work with well-established companies that are part of major fashion groups. They need partners who operate at their level”, says Massimo Giglioli, owner of Giglioli Trapuntificio Ricamificio and a new member of the association. “We are subject to constant inspections and audits. Structural reorganisation is expected of us. We are at the very beginning of the pyramid that leads to the sale of a high-value finished product. We are important. We are entrusted with great responsibility, and we need someone to give us greater visibility and to represent us”.
Training and the future
One of Assoricamatori’s key goals is to look ahead to the future and to training. Projects are already planned to promote and develop embroidery professions by engaging younger generations. “Our sector is growing, innovating, and above all, creating jobs. So a key part of the association’s work will be focused on partnerships with schools”, adds Pucci. “We’d like to change the way young students perceive the work of the embroiderer. One of the association’s missions is to communicate that beyond traditional craftsmanship, there is also technological excellence and cutting-edge research. We hold an invaluable wealth of know-how”.
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