You’re Dutch by background and lead an Italian brand. What have you brought from your international roots, and what remains authentically Italian?
Mad In Italy has always been a deeply Italian brand; from creativity and design to production, everything originates locally. But today, we're also an international label, distributed in over 20 countries. The Italian essence within the 'Made in Italy' concept holds extraordinary appeal abroad, and my 'foreign' perspective helps enhance its value. At the same time, my Dutch background brings a certain Nordic discipline to the company, essential for earning trust in global markets. We are 'Mad' because we like to be out of the box, breaking the mold. Our line targets the independent optician, someone who chooses eyewear with their heart and falls in love with the product. We're 'Mad' in our use of colour and communication: always standing out, never over the top. Our balance lies between creative passion and commercial pragmatism. My partner, Alessandro De Vecchi, and I embody this blend: he's passionate and impulsive, whilst I'm rational and pragmatic. I analyze, organize and execute with care. We balance and respect each other and truly enjoy working together.

How do you stand out in the independent eyewear market, and who is your ideal customer?
Since we started in 2010, the number of independent brands in the market has exploded. Standing out is tougher than ever, even without considering the big players. Many frames are (almost) as beautiful as ours, so differentiation comes from more than just the product. We go beyond quality, focusing on outstanding customer care: lightning-fast delivery and immediate and honest responses. If we promise tomorrow, we mean it. Most importantly, we value building strong human relationships with clients and partners. Our ideal customer chooses Mad to stand out. They aren't driven by trends or labels. They value thoughtful design, bold colours, and a perfect fit. Our frames are made to be worn all day, to be so comfortable they're barely noticeable, yet still make a statement.

What about the new launches?
We'll launch new acetate and titanium models to complete the Mad collection. The titanium line expands with new two-tone plays and acetate-inspired temple tips, creating a strong and coherent identity. Plus, a major novelty: a new brand, more accessible and 'everyday,' yet still carrying Mad's signature storytelling and creativity. This second, more commercial line is designed to perfectly complement Mad, supported by a distinct communication strategy.

Originally published in Eyebook 35