[Padri e figli]loro realizzazione è una sensazione straordinaria;lo scovare un quadro, lo spulciare allaricerca dell’autore, l’analizzare ogni suo piccoloparticolare è invece una cosa molto piùintima, unica». Vincenzo segue il settoredell’antiquariato, curando in particolare lospazio espositivo di opere dell’Ottocentonella libreria di via Camerelle. «Ero il bambinoche leggeva seduto sullo scalino dellapiccola libreria di via Parroco Canale e cheRoger Peyrefitte salutava prima di entrare.Ero il bambino che raccontava alla figlia diAmedeo Maiuri di come aveva scoperto all’internodella Villa Jovis la valletta delle farfalle,senza sapere che quell’amabile signoraera la figlia di chi Villa Jovis l’aveva scoperta.Ero il bimbo di tanti e sono orgogliosodi esserlo ancora per qualcuno».Tra gli isolani che hanno scelto di seguirele orme dei genitori, continuando a gestirele aziende di famiglia nel segno della continuitàci sono anche Francesco e RenataDe Angelis, che già da molto si occupanodel ristorante e dell’enoteca La CapanninaPiù, dedicandosi con passione alla ricercadi prodotti di qualità. «Lavorare inun’azienda di famiglia in attività dai primidel Novecento, è gratificante in quanto sitrova una strada già tracciata, ma è ancheun impegno di grande responsabilità siaper la tradizione da portare avanti, che peril sacrificio quotidiano. I valori che abbiamoereditato sono la serietà, la disponibilitàe la cura del cliente, il tutto basato sull’educazionericevuta, la passione e la professionalità.Io e mia sorella siamo praticamentenati tra i tavoli del ristorante, e incasa anche con i nonni Francesco, Teresa,Renato e Flora già si respirava aria di ristorazionee di commercio. Più che cambiarecerchiamo di mantenerci sempre informatiper poter crescere sia professionalmentesia come azienda».▼GENERATION XKnowing they must live up to aformidable past, they proudly look tothe future and continue in the besttradition. These are the youngislanders now at the helm of historicestablished enterprisesby Antonello De NicolaEvery day they have to come up to the mark.Sometimes they take work home. They areoften the first to be told off and the last tobe rewarded. The destiny of young islanders at thehelm of family businesses is an unusual one: theyare obliged to live up to a formidable past while, atthe same time, looking to the future with all theambition and enthusiasm of the new generation.Our journey into the world of this latest generationof entrepreneurs begins by leafing through thefamily album of Ilaria, Chiara and Mario Iacono.The day starts early at La Certosella, the hotelowned by the Iacono family, where they also live.Ilaria, 34, is in charge of La Canzone del Mareand the restaurant, Chiara, 27, works at Luigi aiFaraglioni, the bathing establishment the familyhas run for generations, and Mario, 25, describeshimself as a “beach manager”, supervising thebathing facilities of both establishments anddevoting particular attention to the beach, poolmaintenance and the organization of the work.“My father created an empire from nothing in one ofthe most beautiful corners of Capri. None of us hasever considered doing anything different, even for asecond, despite the fact that he never forcedanything on us. When you’re born and raised in sucha beautiful environment, it’s in your blood and younaturally want to do your bit, until it becomes yoursole purpose in life.” Unlike their peers, thesefortunate heirs are obliged to forego the everydayexperiences of life, as Ilaria explains. “When I was alittle girl I hated my father’s work because it took himaway from me. We never went to the beach together,because summer holidays did not exist. But then yougrow up and, with time, you understand that hemade all the sacrifices for us. Inheriting a patrimonycreated through many sacrifices is a responsibility,especially when you’re thinking of introducingsomething new. In fact, we haven’t changedanything; on the contrary, when there is a decision tomake we often ask ourselves what our father woulddo in that particular situation. But our parents arealways present, though not always in person. Myfather has suffered with his health in recent yearsand so my mother is always our point of reference,and we involve her in all our initiatives. In the case ofDiva, the select group of suites at La Canzone delMare, which was created when our family was goingthrough a difficult period, we all banded together ona project that gave the three of us the strength to goon and to believe in ourselves. That period helped usto grow even more.”Looking to the future, while respecting traditionalproduction methods and adapting to innovations, isthe company mission of the perfumiers Carthusia.Brother and sister Riccardo and Virginia Ruocco areconcerned with the development of new products,both from a graphic and technological standpoint.At 28, Virginia has a degree in Oriental Languagesand Cultures, and a passion for Japanese culture inparticular and sports in general. At the company shehas introduced a packaging vision with a youngertarget and has written a handbook on perfume.“When you work in a family business you are alwaysunder observation. So remaining united andmaintaining a friendly atmosphere is our primeobjective. And when, after considerable sacrifice, Iam able to create a new product and see it in storewindows or imagine it in people’s homes, it gives megreat satisfaction.” After gaining a wealth ofexperience in the United States, Riccardo, 24, isdesigning an on-line store that will allow the publicto order and purchase products on the Carthusiasite in real time. For the last three years he has beenresponsible for web marketing and customer care.“The first feedback revealed that I had contributedto extending our target range to a younger agegroup. My father made many sacrifices for us andhe passed on his passion for the business to me. Itry to apply his lessons and to continue in the familytradition: however, in the office we are not givenspecial treatment but placed on an equal footingwith the other employees, and this helps us tobecome more mature.”Diverse businesses linked by the commondenominator of family values, which are alwaysgiven priority over the common rules of marketing.This is a golden rule for Roberta Federico, whowith her brother Marcello welcomes customers atLa Campanina, the jeweller founded by theirgrandparents Alberto and Lina, which celebratesits 60th anniversary this year. “Working in a familybusiness means that we start with an establishedcompany that is well-known and admired. We arevery proud of continuing the tradition and ofhaving accepted such a challenge, sinceexpectations are high due to the considerableachievements of the past.” After studying in NewYork at the Gemological Institute of America andthe Fashion Institute of Technology, Roberta, 33,now specializes in customer relations andcompany communication, while seeking to keepup with the latest technological developments andto introduce novel and unusual materials liketitanium. “We have always seen our parents’approach work with a happy and carefree attitude,ever since we were children. Enough to say thatthe traditional celebration they organized for the 4July on Capri was first held in the early Seventies,in precisely the same spirit with which our regularcustomers are welcomed. I remember introducingmyself to a lady at a party in New York who, whenI said I was from Capri, said nostalgically: “AhCapri, the home of Lina!” When I told her that Linawas actually my grandmother, her face lit up andshe took great pleasure in showing me thering she was wearing, which her husband▼74
Da sinistra/from left:Ilaria, Mario e ChiaraIacono; Robertae Marcello Federico;Francescoe Renata De Angelis;Vincenzo Sorrentino.FOTO DI ANDREA SALVIA
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