We caught up with the brilliant and insightful Dominic Ferraro a few weeks ago and have shared our conversation below.

Dominic, looking forward to hearing all of your stories today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

The name Casa dell’Unknown, meaning “House of the Unknown,” is half Italian and half English, much like myself. I wanted my company’s brand to reflect my heritage, and this blend felt like the perfect fit.

I started Casa dell’Unknown at the beginning of the pandemic. Although I’ve worked primarily as a graphic designer, I found myself repeatedly writing “unknown” where the brand name or logo should go. Over time, it just started to feel right. The uncertainty of the pandemic—questions like, “Would we get through it? What would life be like afterward? Would people connect with my brand?”—all felt unknown, making the name fitting for the time.

I also considered that many Americans might struggle to pronounce a fully Italian name like Casa della Sconosciuta, so this hybrid felt both meaningful and accessible.

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.

I’m the founder of Casa dell’Unknown, a brand rooted in my Italian heritage and inspired by the beauty of discovery and the unknown. Growing up, I was immersed in both Italian and American cultures, which gave me a unique perspective that I’ve carried into my creative work. I have a background in graphic design, and for years, I worked to help other brands visually tell their stories. But at the start of the pandemic, like many people, I found myself reevaluating what I wanted to create and share with the world. This period of reflection, combined with my love of fragrance and design, led me to start Casa dell’Unknown.

At Casa dell’Unknown, we create thoughtfully crafted home fragrance products—candles, hand soaps, lotions, and perfumes—all designed to evoke the feeling of specific Italian cities and landscapes. Each scent captures the essence of a location, making it possible to “travel” somewhere new without leaving your home. Our products are uniquely crafted to embody not only beautiful fragrances but also the feeling of wandering the streets of Rome or breathing in the coastal air along the Amalfi Coast.

One of the challenges our products solve is the desire for immersive, transportive experiences in a time when travel isn’t always feasible. Our fragrances are crafted to fill that gap, bringing the charm and sensory experience of Italy directly to our clients. What sets Casa dell’Unknown apart is our focus on authenticity and storytelling through scent. We work closely with skilled perfumers to develop each fragrance from scratch, ensuring it authentically represents the location it’s inspired by.

The brand name itself, Casa dell’Unknown, came about almost by accident, as I found myself repeatedly using the word “unknown” in my design drafts. The world was facing so much uncertainty, and I felt this reflected the mystery and excitement of venturing into a new creative field. In a way, “unknown” represents not only my own journey in starting something new but also the feeling of wonder that comes with exploring new places and scents.

I’m proud of the brand’s ability to blend art, culture, and tradition into something new and accessible. Casa dell’Unknown allows me to bring together my Italian heritage and my passion for design into products that can connect with people’s emotions and memories. For me, this is more than a business; it’s a chance to offer people an escape, a way to explore Italy through a sensory experience.

For anyone interested in Casa dell’Unknown, I’d want them to know that each product is more than a fragrance—it’s an invitation to explore, a way to make everyday moments a little more beautiful and meaningful. Whether it’s lighting a candle after a long day or savoring the scent of a favorite city, my hope is that Casa dell’Unknown adds a touch of adventure and tranquility to their lives.

What’s worked well for you in terms of a source for new clients?

The best source of new clients for Casa dell’Unknown has consistently been in-person events and markets. These settings allow people to experience our scents firsthand, which is essential for a fragrance brand. There’s something special about seeing a person connect with a scent—watching them light up as a fragrance stirs a memory or transports them to a place they love.

Markets and events provide an immersive experience that online shopping simply can’t replicate. They allow us to tell our story, explain the inspiration behind each scent, and showcase our modern, reusable containers. These personal connections not only create lasting impressions but also lead to strong client relationships and word-of-mouth recommendations that continue to bring in new customers.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was the idea of always sticking to what you know and staying within set boundaries. When I first started Casa dell’Unknown, I was heavily guided by my background in design, focusing on the visual aspects of the brand and staying within familiar creative limits. However, as the brand evolved, I realized that to truly grow and connect with people, I had to step beyond my comfort zone and embrace unfamiliar territory.

This journey required me to let go of the idea that sticking to what I knew was “safe.” Instead, I had to embrace learning as I went—whether it was exploring the intricacies of fragrance composition, sourcing sustainably, or navigating the complexities of launching a product during a global pandemic. It taught me that trying new things and taking risks could lead to unique and meaningful creations. By unlearning those boundaries, I was able to bring Casa dell’Unknown to life in a way that’s authentic, bold, and a true reflection of the unknown.

Contact Info:

• Website: https://casadellunknown.com/
• Instagram: https://www.instagram.com/casadellunknown/
• Facebook: https://www.facebook.com/casadellunknown
• Twitter: https://x.com/CasaDellUnknown

Image Credits

none