We caught up with the brilliant and insightful Giulia Dal Cerro a few weeks ago and have shared our conversation below.

Giulia, thanks for taking the time to share your stories with us today We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Four years ago, I moved from Florence, Italy to New York with my young family due to my husband’s job opportunity. We saw it as a wonderful chance to grow as a family, immerse ourselves in a new culture, and learn the language. At first, my focus was on settling in and helping the kids adjust to their new schools and surroundings. But over time, I began to ask myself, ‘What about me?’ Back in Italy, I worked as a pharmacist, but after moving to the U.S., my long-standing passion for home decor and interior design resurfaced and started to take hold.

Moving to a new country allowed me to break free from the ties and expectations that often come with living in your hometown. It gave me the freedom to rediscover myself and pursue things I might have never considered before.

I’ve always had a natural knack for mixing colors and patterns, and a deep passion for creating enjoyable dining experiences. Whether it was setting the table for family meals or hosting friends, I loved combining good food with a visually inviting atmosphere.
Although I fully embraced my new life in New York, there was always a part of me that missed the quintessential Italian tradition of gathering around the table for a Sunday lunch.

Dimorae.home was born with the purpose of bridging my two worlds—the Italian one I grew up with, and the American one I’ve made my own.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

As the name suggests, Dimorae.home is a celebration of the art of gathering, inspired by the Italian concept of ‘Dimora’—a home where friends and family come together to savor life’s moments at a leisurely pace.
At Dimorae.home, we curate a variety of tableware collections, including wooden placemats, coasters, as well as table runners and tablecloths. Each product is meticulously crafted in Italy, with a touch of New York flair.

With the help of my graphic designer, Valeria, I created each line of our collections, ensuring that every piece reflects both the timeless Italian craftsmanship and the unique spirit of New York.
For the Summer collection, for example, we decided to feature the typical fruits and vegetables of Italy’s summer season, combined with American hyperrealism—an artistic movement where artworks look so lifelike they are often mistaken for real things.

I’m truly in love with creating colorful and cozy homes, but the most challenging part is balancing different colors and patterns within the same collection, while making sure the overall look of the table doesn’t feel too chaotic.
That’s why it’s so important for me to work in a team when I can, like I do with Valeria, for example, or as I did with Francesca, a local Brooklyn artist and friend. It was a true pleasure, and a lot of fun, to collaborate with her when creating the Brooklyn collection.
It’s incredibly inspiring for me to see things from other people’s perspectives. I get my best ideas when I’m able to exchange thoughts and challenge my own ideas through conversations with others.

Customization is another key part of my work. I believe that every space has its own unique essence and personality. That’s why I love collaborating closely with local retailers, restaurants, and bars to design personalized tableware collections that capture the spirit of each place and align with the client’s vision. It also helps me feel even more integrated into the New York community, and it’s not rare for business relationships to evolve into genuine friendships.

How do you keep in touch with clients and foster brand loyalty?

To stay connected with clients, I’ve found that a more traditional approach works best for me. While I begin by reaching out through email, I make it a priority to call or meet clients in person whenever possible. If they’re not nearby, I’ll arrange a Zoom call instead. I believe it’s crucial to show clients that you’re genuine and committed, and there’s no better way to do that than through direct, face-to-face interaction. In a world where we’re constantly bombarded with emails and texts, it’s easy to get lost in the noise. Sometimes, what people truly need is a meaningful conversation over coffee. It’s easier for clients to remember you this way—and even my Italian accent, which I used to feel self-conscious about, has become a distinctive point of recognition.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

At the beginning of my journey, I was overflowing with ideas for table products to develop, but I wasn’t sure where to start. For me, the answer has always been in personal relationships. I started with my roots—my territory—and focused on what I know best: the Italian art of handcrafting.
I began my research in the historic heart of Florence, in the small ‘botteghe’ (workshops) of the neighborhood where I was born and raised. There, I rediscovered artisans who still create using time-honored techniques—everything made by hand, sewn, embroidered, and printed. Despite our shared passion for the Dimorae.home project, it was a challenge to convey and instill my ideas to the manufacturers. Their mindset was deeply rooted in tradition, often focused on the past rather than looking toward the future.
Thankfully, some artisans shared my vision and taste, and together we began creating unique pieces of tableware meant to color your home and tables with warmth and character.

Contact Info:

• Website: https://www.dimoraehome.com
• Instagram: https://www.instagram.com/dimorae.home/