Where to Shop Local in Florence: Meet Marco from Nu Firenze

My Conversation with Marco, Owner and Visionary of a Unique Concept Store in Florence, Italy Celebrating Made in Italy Jewelry, Clothing and Accessories.

One of my biggest passions in Italy has always been shining a spotlight on local shops and artisans, especially those who are committed to creating something authentic and supporting true Made-in-Italy craftsmanship.

There are so many wonderful places at risk of closing, and frankly, we need fewer generic Pirate-themed candy stores and Intimissimi Uomo outlets, and more botteghe and small shops that make visiting Florence a true experience.

It’s not just me trying to convince people—I’m backed by the facts. Between 2013 and 2023, the city of Florence lost 11% of its artisan businesses, a rate that’s even higher than the Tuscan and national averages (which are both around 10%)- source.

Recently, a small group of fashion marketing students from IED Florence reached out to me, led by my friend and professor, Elena Farinelli. They wanted to highlight a cool concept shop in the heart of the city that they felt aligned with my values. While it's not uncommon for shops, boutiques, or brand owners to contact me, it’s pretty rare for a group of young students to reach out with the goal of helping a local business in Florence gain more visibility. Naturally, I was intrigued right away.

Nestled in the heart of Florence’s historic center and just down the street from the Duomo cathedral, Nu Firenze is a concept store (Via dei Servi, 69r) offers an experience that blends the best of Italian craftsmanship with a personal touch.

For over two decades, this store has been a testament to dedication and excellence, offering a curated collection of artisan-made jewelry, clothing, and accessories. Since its opening in 1998, Marco, the store’s owner, has woven a story of creativity, tradition, and innovation into every piece sold and is passionate about travel, music and Italian craftsmanship.

Rooted in the principles of *kodawari*—the Japanese concept of relentless pursuit of perfection—this store is a reflection of Marco’s commitment to the finest materials, attention to detail, and a deep respect for the artisans who create each item. Which is something I really want people coming to Florence to appreciate more. This is a city that needs to retain its authenticity and small shops like this are ones that are increasingly hard to find locally.

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In an era where mass production dominates the fashion industry, Marco’s store stands as a beacon for supporting small, local artisans who pour their heart and soul into each piece. Whether it's a one-of-a-kind piece of jewelry made from bronze, brass, or silver, or a versatile clothing collection made from natural fabrics, every product tells a story and that’s what initially drew me to visit.

Marco’s dedication to offering his customers a unique shopping experience is evident in the thoughtful way he curates each collection along with the unique musical playlist wafting through the store as you shop (follow his Spotify profile here). Here, fashion is not just about clothes or accessories—it's about supporting the creators behind them and celebrating a more sustainable, meaningful approach to style.

Personally I feel as if the shopping experience is so dull now that everything is a click away online and, sure, while that dopamine hit might still be there, what is missing is the experience of walking into a shop, making a connection and really feeling good about who you support and why.

In this interview, Marco shares insights into his journey in the fashion industry, the importance of craftsmanship, and how his store continues to offer an exceptional experience for those looking for something truly unique and looking to stray away from fast fashion.

Talking shop, fashion and music with the awesome Marco

Tell me about you! Can you share a little of your personal history as well as why your shop is on Via dei Servi? What people might be surprised to find out about this street?

I’ve been working in the fashion industry since 1989, and I’ve always had a deep appreciation for beautiful, high-quality things. Art has always been important to me, partly because I was born and raised in cities rich in history and culture. While I’m not from Florence, I was born in Umbria, which is near Tuscany. Florence, though, has always fascinated me. Via dei Servi, for example, offers a view of the Duomo’s dome on one side and the stunning Piazza Santissima Annunziata, a masterpiece by Filippo Brunelleschi, on the other. It’s a shame to visit Florence and miss walking down this street. That’s one of the reasons I chose this location for my store—it's the perfect place to develop a concept store that celebrates Italian craftsmanship and quality.

Florence is a city steeped in history, but your shop is about more than just tradition. Can you tell us how your shop blends the timeless art of Italian craftsmanship with your personal love for music and travel?

One of the categories in our shop that best represents Florentine tradition is jewelry. In the past, materials like bronze, copper, and brass were used to create works of art, and we still use brass to create our jewelry. The pieces have an ancient style, drawing inspiration from both the Florentine Renaissance and Art Nouveau. In our store, we also showcase paintings by both Italian and international artists. This adds another layer to the store’s atmosphere, as we strive to create an international environment. We have works from Japanese artists and jewelry from an Iranian designer, alongside pieces from Italian designers and engravers. However, *Made in Italy* remains our hallmark.

You curate pieces from artisans all over Italy. What’s your secret for discovering unique items?

We’re always looking for artisans who create unique products or use special techniques. It’s not easy to find artists who work in this way, especially in a city like Florence, which is full of all kinds of products—many of which are of poor quality. That’s why every item in our store is the result of careful research. Each piece has a purpose and is intended for people who appreciate uniqueness. Most importantly, we aim to maintain a fair balance between quality and price, ensuring that beautiful, high-quality products are accessible to everyone.

Your collection speaks to a deep appreciation for slow fashion. How do you see the role of independent artisans in promoting a more sustainable future for the fashion industry?

The fashion industry has been moving toward mass consumption for decades, and the market has become more homogenized. But I believe that, in ten years, stores and brands like mine—focused on a few, carefully selected high-quality pieces—will once again be valued.

Italy’s history is rich in art, culture, and craftsmanship, but there's always something new to discover. What’s one unexpected item or accessory in your shop that you feel captures the essence of Italy in a unique way?

I believe my store represents the essence of Italy: that beautiful, creative spirit that was perhaps more evident in past decades but seems to have been lost over time. Our brand focuses on combining fabrics, creating new color combinations, playing with patterns, and using creativity to design wearable, elegant, and versatile pieces.

Music seems to play an important role in your life. How does your passion for music influence the atmosphere of your shop and the curated pieces you choose? Any favorite genres or artists that find their way into the store playlist?

Music has always been a great passion and source of comfort for me. I’ve been listening to music with interest since I was a child. Growing up in Umbria, which is home to one of Europe’s most important music festivals, Umbria Jazz, my father would take me to hear legendary jazz musicians like Miles Davis, Bill Evans, and Chet Baker. I can still remember the soft, almost magical sounds of those instruments. Music is an essential part of our store, creating a peaceful atmosphere. When customers walk through our doors, they can look at the products while enjoying the relaxing environment. It’s a moment for self-reflection, which is especially valuable in our fast-paced world. We offer a space where people can find calm, and music plays a key role in achieving that.

Sustainability isn’t just a trend for your shop; it's a way of life. How do you see the future of eco-friendly and sustainable fashion in Florence, especially in a city with such a rich fashion history but also one that suffers from an incredible amount of mass tourism that doesn't always get to know the real Florence?

Florence has become a highly tourist-driven city, with most commercial activities focused on food and tourism services. Few businesses still offer original, artisanal, and high-quality products. Our customers, who come from all over the world, often tell us that we offer excellent quality at a fair price—truly appreciating Italian creativity. This is incredibly important to us. We’ve worked our whole lives to convey this message, but we know that we need to collaborate more to promote our work and reach a wider audience.

As a local business in Florence, how do you balance attracting international tourists with supporting the local community and its artisans? Do you see yourself as a bridge between both worlds?

Unfortunately, running a business in Italy is challenging. Without getting into the specifics of the tax system, I can say that we consider ourselves a rare breed. We proudly promote *Made in Italy* by showcasing the creativity and beauty our country has to offer to the world.

Florence is often seen as the heart of Renaissance art, but your shop gives a fresh take on modern-day Italian craftsmanship. How do you think contemporary artisans are redefining what "Made in Italy" means?

We also work with artists who produce contemporary jewelry—designers and engravers who exhibit across Italy and Europe, including in our store. Florence attracts a certain type of creative person, and we’ve hosted exhibitions of contemporary jewelry in February and May. Our jewelry is versatile and can be worn both at work and during leisure time. It’s designed to enhance and elevate outfits, adding a touch of classic Italian elegance that’s still creative and modern.

If someone could only visit one place in Florence to truly experience the soul of the city, beyond the usual tourist spots, where would you send them, and why? And how does your shop contribute to that authentic experience?

One place that particularly fascinates me is the Church of Orsanmichele, located opposite the Palazzo dell’Arte della Lana. It offers a beautiful view of Florence’s historic center. Sadly, Florence today is living off its past, with luxury brands and mass-market stores filling the streets, and restaurants no longer run by Florentines but by people from all over the world. My store is special because we’re one of the few remaining places in Florence offering authentic, Italian-made fashion. We need to find a market that values what we do—appreciating the city’s historical and artistic heritage while seeking out original, stylish, and affordable Italian goods. In today’s world, visibility through modern communication tools is key to our continued success.