More than three years have passed since the Milan store opening. Can you sum up how it went and how the shop is doing?
Yes, we opened it in December 2019, so we could say it was great timing in a bizarre way. It is actually going very well. Italy is the number one country in terms of support for Moscot. The appreciation from the Italians is very rewarding, as you are naturally able to recognize quality. The decision to open the shops in Milan and Rome helped a lot in this sense. This way, people have been able to experience our world directly. ours is a family business and this transpires from our stores, marking a difference in the public’s perception.

How did the pandemic crisis affect your strategies, both on and offline? Did this leave any permanent change?
As we had launched our website in 2006, and relaunched it in 2016, we were very prepared for the pandemic’s side effects. our customers were able to try our eyewear using the virtual try-on. We also offered online appointments with our staff, so that we could assist them from a distance. We are still doing virtual appointments, to be honest, this way our eyewear can be made available to people from everywhere. During the pandemic we also did our part to help. Working with Cherry optical Lab, we gave away 5.000 pairs of prescription and non- prescription eyeglasses, to emergency medical professionals. We got the cover of newsweek for that, together with other companies who did the same in their own field. Most of all, in that period we learned that digital strategies are essential.

You recently opened a new shop in Rome. How did you choose the location? Are there any differences compared to the other Italian stores?
We wanted to be close to the city centre. plus, we needed to find a suitable space in terms of size and rent, and also right for our formula. Via Frattina is perfect, as it is close enough to the Spanish Steps, the perfect location to capture tourists on top of locals. This shop is bigger than the others and it features arches. It is very nice. As for the format, we stick to our trademark, everything is very consistent in all our stores.