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

We just got back from Tuscany, Florence, Italy. Incredible experience. 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% cloth year for billionaires around the world is a company called Stefano Richie based out of Tuskanyany, Italy. We went there. We spent time with the entire family. I, matter of fact, right now I'm wearing a Stefano Richie, 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 Canineta Antinori Restaurant. We're thinking it's just a nice restaurant. Later on, we find out the wine that we 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 birthday, nine-year-old daughter's birthday. Senna, [Applause] >> great experience. Then afterwards, we went to their headquarters. >> This is the the area of the artisal heart of 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. Uh 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 their 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 spend a night at their estate that they have in Tuskin, 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 in, got a tour, sat down, and did an interview with the one and only, the CEO of the company today, the son of Stefano Richie, Nicolo, as well as Filipo 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 3day Suit Broker. I'm going to these Ross, buying $29 shoes, and I see the store, Beverly Hills, Rodeo Drive, Bene is there. You got Stefano Richie, the most incredible property. I go in and I said, "One day, one day I'm going to wear the clothes here." And today we're sitting with you, CEO of Stefano Riching, Nicolo, it's great to have you on, buddy. >> You know that Stefano Jr. when he saw you, he told me, "You didn't tell me BBD is here." I look at him on TikTok all the time. >> This does not look like a store. >> What What is this property? >> Bautga. >> It's a Florentine workshop as as we call it. You know, you enter the heart of Nabon. Boom. You have this uh ceiling which is all hand done by u special mirrors, special glasses, the frescos from the early 1900. And used to be this location used to be where they kept the carriages. [Music] So New York Times has a story on you guys talking about the cloth year for the top 0.001% not the 1 percenters not 0.1 the 0.001 001. 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 Cruz, we have the weekend recently, right? You have uh 20 presidents, dignitaries, one that I'm very friendly of because of something he shared with me. A lot of these names, business people, Bezos coming here. I saw Bezos sign the the mill the place that we went that Filippo was showing us. All of these folks, how do you, your father, the family view how to impress and keep the 0001% of doing business with you? What's the level of expectation there? >> First of all, uh 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 was never reached before. uh 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 it, you understand there is a for us there is a family and the group of artist behind doing research and make things by hand with a great passion and uh you know is exclusivity. Of course, there is not an exclusion to the rest of the world. But as an example, we were talking with uh with my with my brother. Nobody can drive a Ferrari, but uh when they look at it, lots of people admire Ferrari. >> So in our case, it's like we love to do this products extremely exclusive and I think it's a form of respect uh for all the people that works behind it. We're talking about hundreds of people that on a daily base that come in our headquarter and put passion and also help to hands down the heritage also to the newcomers that the younger generation that is coming to within our facility and we teach them this this um this art of tailoring of like making 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 button, whether it's the sewing, whether it's it was so much details that things you guys, you know, tucked. Is that because in your eyes, even right now when we're sitting down here, these chairs, right? These are are these these are gator chairs. These are these are crocodile. >> Crocodile crocodile uh chairs. Life is made of details. Details makes the difference. And in our world, you know, a button, a specific fabric, a specific type of skin of a of crocodile is what makes the product unique. You don't need, you know, you don't go on the market, we find what is available. We make our own materials, our own buttons, our own and then we create, of course, our own styles with detail, with stitching. You know, my father, he invented in the in the 80s, you remember was 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 in on Rodeo Drive in Beverly Hills. We had two three multibrands that were buying our shirts to sell it to their top high-end cast. >> Is one of them Bjan? Is is that where >> Bishan? I do have a great uh memories because we felt like family uh with him and his son Nicholas. My father was designing his shirts and ties back in the8s and uh it was a very strong uh relation between the two of them. Of course, we have to give credit to Bjan. He was a luxury master. He invented this word of 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 on the kind of fabric. As you know, some looms produce up to 20 40 cm per day. A meter per day as well. >> One ft per day. Can you imagine? One ft per day. >> One ft per day. Yeah. When you guys were telling me you only make 12 suits a day in that one property, another another 24 is a 12 suits per day. >> We spoke 12 suits per day. >> Y >> 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 the strategies now is to be able to offer our client an experience like the one you're living just sitting in a beautiful environment with made in Italy furniture with made in Italy product with great team with great service. You need honestly you work a lot then you dedicate yourself maybe twice every 6 months 1 hour for yourself to do your clothing selection. You get here, you just want to be relax, enjoy. We, you know, we can open a bottle of champagne. You sit down, we offer you, we show you all the 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 some 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, 200,000 >> per year, >> per year, you are invited and you can select out of like 80 100 books, but you must have a mentality of a shop. So, you must be able to wait for 5 months, four or five months in order to get the collection at the right time. And there are some clients that enjoys 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 share same passion vintage cars great wines great food and uh I think this maybe is the best part of uh of my job because I get the opportunity to meet very influential powerful self-made multi-millionaire 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 from I go from China, US, Middle East, you really get uh some uh interesting information. >> Last time when we're having dinner, your your mother Claudia was unbelievable the the the stories with her and what think the family is 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 at 17. He was 19, she was 17, and then the the story of how they started selling uh ties. Maybe you can start how you know the the story of the company. >> It's a you know, it seems like a a story from a book from ancient times because they met they were 17, 18, still together after 57 years. It's a I think it's a great story because they started my father was study as an an accountant. Uh and then he decide within the my mom she my grandmother she had a little facility with two three ladies uh doing garments for lady. So Eve was a great graphic designer and he had an inspiration from the ceiling of the Renaissance Palace of Florence to recreate those design into the ties and was amazing the success that they had right away. So he showed pity py fashion py war 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 they started together of course my father had the vision I always say is is 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 head and with a great support my mom because we always say behind the great man there's even a greater woman. >> Let me show you something. This is something that made Stephen Richie famous around the world and it was the most expensive tie in the world. This is a micro patchwork >> tie when it came out it was touching the $1,000 and uh it was 25 years ago. So this made a statement and it was one of the points that really >> What is this school for now? >> Uhhuh. >> This is 500. because it's not the the pleated one. >> Oh, okay. >> Yeah. >> But the pleated one you do would go for today >> $1,000. >> Okay. >> When did he decide he wants to mainly target the 0001? What was it? Was it he was always so eccentric? Cuz in being around him, the way he looks, you know, he he looks like somebody that would build something like this. >> Yes. I think it happened for different reason. >> Accidentally or on purpose? >> Accident. No, it's 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 he always raised the bar higher and higher and higher. >> Always start where everybody else stops. >> Stops. So if they think this is the point where the market if you speak with the fabric supplier say this is the finest fabric we've done until today. and say can we do better but uh Mr. Rich we this is the best we've 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 even complicated for us can you imagine every season to raise the bar but this path lead us to the 0.001 001. >> When we were at the 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 uh Stefan or Richie?" And we got nearly 6,000 people there, you know, the CEOs and the founders, they raise their hands, they know about the rest of the people like, I've never heard of this before, right? Because of who the market is for. Um there is a uh uh 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 the everybody walked up when they went to the booth they say I wouldn't mind getting a Stefano Richie cologne. I think it's the best by the way in the marketplace. Thank you. >> It's the what what I wear. My son Dylan wears it. Dylan who loves your dogs. Is that on the one that was running away from Watson? Watson dog. Yes. >> Uh last night we're everybody's out there. We're having dinner and then we have cigars and next thing you know we hear a screaming and a chair moving >> and I said what what's going on? It was my is our our brown chocolate Labrador trying to play with >> friendly villain. Yeah. >> But at the end of the night he was playing with >> he was you're right. And this morning he was playing with him in the in the backyard which was great. No, but some items. If the per 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. Vinnie's looking at a leather jacket yesterday, $30, $35,000. We were looking at a bag yesterday with the a gold lock on the front of it. Beautiful bag. And I think it was also a crocodile back as well. for that bag with the golden diamonds with 15 karat diamonds on it. >> 15 karat diamond. >> No, for us is I think this is our main challenge to make people understand that we can go from a tie to a Finnish apartment. So lifestyle is what now is driving also our business. I always say there have been two mystros and inspiration for us besides my father has been my my mentor and my brother's mentor. But uh George Armani Rafal Lauren these two person have been able to create two maestros. They've been able to create two lifestyles where wherever you enter their restaurant, their boutiques, their hotels, you understand immediately where you are because they created a legacy, they created a lifestyle. >> Different different looks, different concept. So we have to take inspiration from them. They they did it. They made it. For us, the idea is this one. Of course, in a smaller case, but being able to create a lifestyle at 360 degrees and recently proven with um a beautiful um suite inside the cast resort. Today, it's going to is going to be run by Discovery Land. Uh beautiful suite in Ponte. We've done a yacht club in Synindal, Saudi Arabia >> with NBS. That's the one that was the blue. It's incredible >> with of course with the NBS commission to us. We're they reach out to you and they say want you to come and design this. >> We were invited to make a proposal. So I've been waiting my brother and s 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 sofa armchairs with an unique design of marble for all the for the yacht club. Together with that we have our lounge building in Shanghai where our members can uh can cannot can can participate and and go and have dinner and uh 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 uh becoming more and more and more important for our for our business. >> But the price point, it's important because in the New York Times article, it also talks about that there was cufflings that were $100,000 cufflings. >> Even more, we've done some pins. We've done some buckles. We even done one buckle in diamonds for $1 million. >> A diamond buckle. >> Yes. With $4 billion 50 carats all design with the initial of a special client. We've done cufflings for a couple hundred thousand. You know, the jewelry as you saw yesterday is uh 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 of extremely skilled goals and diamond setters that uh 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, you want to do something unique, oneoff, that's we are here for this. We do so many special projects for our clients. We've done, you know, crocodile jacket with matching hats, with embroidery, some logos for some uh clients. You saw yesterday our silverware production of chisel with with this batu and chisel 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 uh my brother and my father. We can create customized design for ties. >> What would something like this go for? If a person wants two of these in their office, what is it? >> 80 $100,000 >> $80 to $100,000 or something like this. So this isn't just about clothes. You guys will go to buildings, homes, bedrooms, offices, the variety of creativity. >> We have done also two homes for two special clients of ours and uh you know once you once you are in you are in you you really >> so spend the first dollar you're in forever. No, you really want us to be involved because for example after you came last night and you 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 can we do something similar to this? Can you give us inspiration? And we've done a penthouse and we've done another house for another client. >> It's beautiful. I mean, 3,000 acres, you know, the pool, the the Tuskiny. You you see Tuskin, you think about moving. >> It's our secret paradise. We keep it. >> Well, it definitely is a secret, but we we almost uh lost Vinnie cuz Vinnie was hiding in the house. He didn't want to leave. >> I know this morning. >> Yeah, it is not. Yeah, but somehow someway 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?" says, "Well, I think it said, you know, I think of the I think the white sailor in the white [Music] It's been a pleasure to have you here to let you know what uh we do, who we are and when we're because we also share the vision and uh cheers to that. Have a ke with us. >> Cheers. [Music] You know what I liked about the house that Rob uh uh noticed? He says, "Patt, you know what's the craziest thing I noticed about their house?" He says, "What's that?" I said, "What's that?" He says, "I walked around everywhere and looked at pictures." There was no p 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 uh uh I think it was uh uh uh 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? >> Oh, it's it's a family house. So for us is a picture is a grandchild. You see them everywhere. There are some picture of me and my brother but just really because grandma and grandpa put all their grandchilds around. But when you talk about like when you talk about the the holy father Pope Francis, we had the honor through Antico City Fentina which is a company founded in 1786 here in Florence with antique looms that you saw uh yesterday. We donate actually the lady working antico through them we donate the fabric produce for the casual so for this dress for the holy father when he celebrated the mass here in Florence. It was a great honor for us. Oh, I think he showed it to us, Philippo. That is that the material that was soft, incredible. Yeah, it was unbelievable >> because it's made with hand looms, um, human activated looms that create a 3D effect. So, they came, uh, they made the selection, they saw this fabric, and it would have been amazing to represent the heritage of Florence during the the mass of the mass of the holy father. And then that's how we end up wearing the antico artificial fabric on his shoulder during that 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 why we got there and he asked me what I can do for you and I say holy father I just want I am 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 to say al so you're expecting a baby is due in a few months and what's her before he say what's her her mother say Aurora so Aurora was >> this is how long before Aurora was born this is >> yes two months two months before >> two months before and you say Aurora and Aurora it is Mary was blessed by the holy father and it was fantastic that after six six seven months he came back in the duo together with authorities is and uh next to me was the mayor, the the chief of the region of Tuskani, all top uh officials and then on the side the first one was me with uh with Aurora with her mother and my my mother and my brother. So I I say hi to the gentleman on my left and say hello Nicolov like give us a few minutes you know it's very important momentum to say hi to the grandfather the holy father say okay so I say pass me Aurora please one second so I took Aurora and I put her like sitting on the on the on the barhead where the holy father was going through so it was supposed to go to the authorities instead he came straight to my daughter and he said how beautiful is this this girl what's her name you gave her the name you gave the benediction and he told me this This is why it's so beautiful because I bless her womb. So then he just >> give a give a give a hug to them to my daughter and then what he did he just went he left >> without ignoring all the authority was my fault. >> You got to be kidding. >> Oh 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 dorm of Florence. And what he does he come to your beautiful daughter. Okay. Let me forget about [Music] 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 are part of it. And we wanted to tell a story about the transport board with crocodile. So, you see the black and white also the square are in crocodile. And we traed, you know, these in in um steel and silver and you can really play. I mean, if you're looking on the market for, you know, who has one of these? We gave him as a as a present to our dear friend Andre Bochelli. >> He has one of these. >> He loves to play chess and he has one of these in his house. >> Checkmate, [Music] >> but but they're crocodile pieces that are the leather. >> We can actually do it in crocodile as well. This is is artwork. >> This is artwork. I got it. >> Okay. Beautiful. In case you want a real size one in crocodile, we can uh >> I think it's beautiful. >> So our uh consulting firm's uh logo is HS piece. >> Okay, >> that's why I asked the question. >> Okay, we can't send that to you. >> That's exactly the point is what I'm saying is this is this matches our brand. How often do you run into people that are wearing virtue style? >> More more and more and more restaurant Florence Rome Milan night. If you go London, London, if you go eastbul, >> if you go to Armenia, you go around, I mean the best restaurants or find here in Europe, you know, my father, they know him, but really stop in Armenia, in Russia, in Baijan. If you go with my father, people go crazy like like a superstar. Your dad has a distinct artist look the big >> that's that's not that's a that's a brand >> I think it's like respect you know when you see all >> sure yeah yeah for sure >> fine story where just out of the of the store a few years ago when Mateni was the prime minister of Italy and he was also mayor of Florence so after he was prime minister he was here walking we go out and we see >> you guys like this guy we're friends so we see him walking like a c hugs us and we're just like having fun and then a couple they look and they come to us with a camera and they go to him and said can can you can we please >> he was ready take the camera to take picture of me >> get out of here >> cuz of Russian >> get out of so they knew they knew him more than they knew him the prime minister of Italy >> guys this is a prestige brand [Music] >> 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? Tutoto Italiano. >> Fat in Italia. >> Fat fat. >> Fat in Italia. Fatal Italia. 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 none. >> Why though? Why Nicolo? >> Because it goes back to our roots. Let's go back to the beauty. You walk. Let's have a walk outside here. I show you some beautiful building. They were done like yesterday. >> They were done. They were done like the dome was done in the 14 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 in some other countries will be hard because there is not the heritage that goes down for hundreds of years. Leather goods here we have an area which is extremely famous. All the brands from around the top brands around the world they all come and produce here in Florence. >> I notice when we're uh there was a piece in the in the Leonardo da Vinci piece that had been designed. We we are the proud uh custody of a loom that has been created following the original design of Lonardo da Vinci which still wave. It's a ortoo that created we used for the the warp for our for making in order to make the samples and it still work perfectly. >> Yeah. Yesterday the guys what was his name? Was his name Fabricio? Was Fabricio the Fabio Fabricio? I thoughtio 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. Now >> you know that that thing comes from 1700. >> That's unbelievable. >> It still makes the most amazing thing you can find when we talk we go back when we talk about details >> right >> 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 is difficult. I showed the picture of the guy now is maybe 50 and you have a picture of him. He was 16. So it's a experience. That's what you need. >> That was the the the chiseling which was you >> hammering hammering it in and then 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 of work >> just on that. >> With one piece. Yes. >> One piece. Wow. And if I want to buy something like that for my house, what would I be paying for it? [Laughter] >> $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 don't 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, they're 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 been around 50 years. How long did it take to have that reputation? >> It took I think the 20 the first 20 years of B2B selling shirts. You need to build the brand >> until the market realizes it's going to overdo. >> You know what I think made us this reputation made us our life easier because uh we added categories like the you know the the suiting, the leather jacket, the leather outwear, 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 and keep on buying from you. But you know, you can't just sell a brand and then use crazy multiples. You need to be fair prices, high prices, but for what you're getting and amount of work that is behind it, the amount of research and amount of investment that we do from our side is is >> amazing you say this. So we're in Miami. We go to George. Uh Tom needs something for here. Okay. while we're in Florence. He doesn't have it yet. We're in uh uh 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? He >> Aleandro. >> Aleandro, who was fixing my tie, by the way? Aleandro. 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 today because his he'll have another baby in nine months if he goes home right now with his wife. And uh 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 board. >> 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 uh few months. But normally they train, you know, they come train. 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 find guys that are fully about service? >> Uh you know, we look at people that maybe have uh also experience previously in the jewelry business, hospitality, because at the end of the day, you have to be a great salesperson. You need to know about products, but you need to know how to greet customer. >> Got it. For the most part, what we love is to have the team working together. When the first person get in touch, when the manager get in touch with the with the client, the team works around him. >> It's funny. Uh our family for 4 years, we would go to this restaurant in um Fort Lauderdale called Angelo de Ellia and they would do these pizzas and you know, and the oven and martadella 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. Kasa D'Angelo ran by Angelo. Phenomenal place in Fort Lauderdale. Miklli was our manager that would take care of us. We love this guy so much that eventually we said you come and run the our cigar line. So he runs a cigar lunch. Miklly >> customer service with Mikueli 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. This it's an accomplishment for us to hear from you having this kind of complimentary >> that is the treatment we get every time we're in. So I got a question for you moviewise. When are we going to see 007 wear a Stefano Richie suit? >> This is a it's a good idea. It's a project also because most of our clients they don't envision themsel as that specific actor. Of course we are proud if some of them wears our things but 007 everybody envision them as 007. So that will be a great uh 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 he wears this? Is it collaboration to go with them? Sometimes we had some some u some production that ask us to provide some clothes but mainly they even go through department stores. They're personal shopper and they buy uh the looks during the the movies. Recently we saw Will Smith was wearing one of our knits and we didn't know about it because they bought it directly from from uh from from a department store. >> Yeah, that's the best kind, right? That the interest is there to go. >> They love it. They put it maybe in their contract. I would like to wear and they put the brands. Then they go, they make the outfits to buy some directly, some uh indirectly to our some of our partners. >> And I saw my new friend who told me the history of uh a lot of other things that he really wants me to tell today in this interview, but I won't 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 a uh the book that you open up here with Mike Tyson wearing a white belt, right? And you guys didn't give it to him. He bought it himself. We had a picture of him with our eagle head as a bacco, >> right? The brand. But the other one was apparently you guys have a store in Armenia in Yedaban. >> We open a shop in Armenia 20 years around 20 years ago. >> In 20 20 years you've been in Yedaban. >> 15 years. 20 years ago. Yes. >> Wow. And they say in Yeaban if you don't wear a Stfano Richie sock. >> They say if you don't wear Stephano Richie socks you're nobody. And you know this comes through lot of years of Armenian families been working in New York in LA been great support London a lot will pay they will pay because they want to wear the best that's why I had a couple ideas for you I said in my opinion I think Boca Ron will be a good market for you in in to look into >> maybe the Boka resort area maybe some of the areas there and then you know Glendel wouldn't be a bad market to look at a lot of Armenians that they're also like some nice clothes. >> You know, lots of Armenian have a lot very strong knowhow about tailoring. So, they really appreciate the workmanship that we put in. >> That's a good point. You know, and my dad's yesterday when I was with Philip owner showed me the Singer the 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. They'll find out about it. Um, you had the Singer uh uh 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 strong tradition. Yes. Very. And they're spenders. They will spend the money as well when it comes down to wanting that. Yes, I know. I know. You know, >> I know. >> Yes, I know. You know. Uh any any final thoughts? Any final thoughts you have here? Cuz for us, we're excited about this partnership that we have together, the collaboration that we have together. Uh 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 8th to the 11th. I believe uh it's going to be super exciting uh meeting and for me to interact and meet the people that are going to be there. Lots of cos lot of very successful people sharing ideas like your moto the future looks bright. I think that we always have uh get we must get the good energy of everything that is coming out and from every kind of conversation we're having future project and uh we are on it. We develop, we deliver quality, excellence. This is what we are good at. And I think with your team and with the people 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 Richie 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 gonna be treated. Thank you so much for this. >> Thank you. >> Great to have you and 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 Tamement 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'll see value tamement 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 vturch.com or click on a link over here. And if you've never been to a Stefano Richie 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 care everybody. Bye-bye. Bye-bye. [Music]