“We Dress The 0.001%” - Stefano Ricci: Inside The World’s Most EXCLUSIVE Luxury Brand | PBD Podcast | Ep. 643

Summary

PBD Podcast Ep. 643 Summary

Episode Overview

Title: "We Dress The 0.001%” - Stefano Ricci: Inside The World’s Most EXCLUSIVE Luxury Brand
Date: September 8, 2025
Host: Patrick Bet-David (PBD)
Guests: Nicolo Ricci (CEO, Stefano Ricci), other Stefano Ricci family members and associates

In this exclusive episode, Patrick Bet-David and his team travel to Florence, Italy, for a rare, immersive tour and interview with the Ricci family, proprietors of the ultra-luxury brand Stefano Ricci. Known as the sartorial choice of presidents, billionaires, and dignitaries, Stefano Ricci’s world unfolds through discussions of heritage, craftsmanship, business philosophy, and a lifestyle designed for the 0.001%.

---

Key Themes & Insights

The Stefano Ricci Experience

• Heritage & Legacy:

  • Family-run brand founded by Stefano Ricci, now led by sons Nicolo and Filippo.
  • Originated from hand-crafted ties inspired by Florentine Renaissance ceilings.
  • Over 50 years of business, their identity is steeped in Florentine art, tradition, and “Made in Italy.”
  • "[My father always] starts where everybody else stop[s]. He always raised the bar higher and higher and higher." — Nicolo Ricci [14:41]

• Craftsmanship & Quality:

  • Each product is entirely handmade in Florence, often using historic looms, some based on Leonardo da Vinci's designs.
  • Details are paramount: custom materials, patented stitching, and elaborate handwork extend even to boutique furnishings (e.g., crocodile leather chairs).
  • Only 12 bespoke suits are made per day by 45 craftsmen.
  • Notable statistic: One dinner jacket can take up to 30 hours to create [08:47].
  • "Life is made of details. Details make the difference." — Nicolo Ricci [07:17]

• Exclusivity & Clientele:

  • Reserved for a select global clientele: heads of state (20+ presidents), celebrities, and luminaries like Nelson Mandela, The Pope, Tom Cruise, Jeff Bezos, and Andrea Bocelli.
  • The Ricci philosophy is not about exclusion but about honoring artistry and tradition; owning a Stefano Ricci piece is a mark of connoisseurship and legacy.
  • "[Stefano Ricci is for] gentlemen like you; you’ve seen it all, worn it all. You need something that you wear, you touch, you understand there is … a family and a group of artists behind it." — Nicolo Ricci [05:24]

---

Business Philosophy & Customer Relationship

• Client Experience:

  • The boutique experience is luxurious, personal, and designed to foster lifelong relationships.
  • Top clients (spending $150K–$1000K/year) can access full collections and private events, dinners with the family, and even bespoke home design consultations.
  • “Once you’re in, you are in for life.” — Patrick Bet-David [21:42]

• Customization & Service:

  • Beyond clothing: the brand creates custom interiors—yachts, private clubs, 5-star hotels, and entire homes.
  • Highly personalized projects: from $100K cufflinks to $1M diamond buckles, family crests on silverware, or bespoke crocodile chessboards.
  • “If you have in your mind … a design for a house, … one jewelry, one cufflink with your initial, with the family crest … we are here for this.” — Nicolo Ricci [19:53]

• Service Ethos:

  • Impeccable service is non-negotiable; managers are trained or brought in from hospitality and jewelry backgrounds to maintain standards.
  • “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 is a headache about your clothes.” — Nicolo Ricci [36:47]

---

Memorable Moments & Quotes

Heritage and Emotional Ties

• The Ricci family home in Tuscany is filled only with family photos, not celebrities:
  "It's a family house … the pictures are mainly the grandchilds. You see them everywhere." — Nicolo Ricci [25:02]
• The touching story of the Pope blessing Nicolo’s daughter Aurora before birth, a testament to the family’s deep values and personal connections [27:03].

Craftsmanship & Artistry

• The brand owns a loom based on Leonardo da Vinci’s original designs, still in use for fabric creation [33:01].
• Chiseled silverware pieces can require one month of craftsmanship and cost upwards of $80,000 [34:17].

Market Position & Brand Narrative

• “There’s a reason why Ferrari never advertises … because their buyers don’t watch too much tv. Their buyers are out there doing things.” — Interviewer [15:36]
• Armenian culture’s affinity for tailoring connects with the brand’s success in places like Yerevan, where “if you don’t wear Stefano Ricci socks, you’re nobody.” — Nicolo Ricci [40:37]

---

Notable Sections & Timestamps

• Intro & Tuscany Experience: [00:55–03:24]
  (Patrick recounts the immersive, family-driven experience visiting Ricci’s estate.)
• Interview with Nicolo & Filippo Ricci: [03:27–41:56]
  (In-depth discussion of philosophy, heritage, craftsmanship, client stories, and global expansion.)
• Stories about clients & family values: [12:04–15:36; 25:02–28:16]
• Chessboard and lifestyle projects: [28:50–31:31]
• On “Made in Italy”: [31:31–34:17]
• Customer Service & Culture: [36:01–38:37]
• Final Thoughts & Collaboration Announcement: [42:04–43:39]
• Exclusive partnership and launch of limited edition ties with Valuetainment: [43:41]

---

Additional Standout Quotes

• “Always start where everybody else stops.” — Nicolo Ricci [14:56]
• “Don’t stop where you think is very good. Try to do more and more and more, sometimes even complicated for us.” — Nicolo Ricci [14:59]
• “Beauty—things have to be made with quality.” — Nicolo Ricci [32:19]
• "For what you are getting, it is a very good price." — Nicolo Ricci [34:48]

---

Conclusion

This episode offers a rare, genuine look into the world of Stefano Ricci—with stories from inside the family, details of meticulous craftsmanship, a deep appreciation for heritage and locality, and lessons about cultivating the world’s most exclusive clientele. Those unfamiliar with the brand or luxury industry will leave with an understanding of what authentic luxury means: heritage, heart, and lifelong relationships, not just high prices.

---

For more information or to experience the brand, the Ricci family invites listeners to visit their stores, or to consider the limited-edition tie collaboration now available through Valuetainment.

Transcript

[WhatsApp Advertiser]

When did making plans get this complicated? It's time to streamline with WhatsApp, the secure messaging app that brings the whole group together. Use polls to settle dinner plans. Send event invites and pin messages so no one forgets mom 60th and never miss a meme or milestone. All protected with end to end encryption. It's time for WhatsApp message privately with everyone. Learn [e-mail] this episode is brought to.

[State Farm Advertiser]

You by State Farm. Checking off the boxes on your to do list is a great feeling. And when it comes to checking off coverage, a State Farm agent can help you choose an option that's right for you. Whether you prefer talking in person on the phone or using the award winning app, it's nice knowing you have help finding coverage that best fits your needs. Like a good neighbor, State Farm is there.

[Patrick Bet-David]

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, billionaire, you say, where do these guys get their suits from? Well, according to New York Times, the.001% clothier for billionaires around the world is a company called Stefano Ricci based out of Tuscany, Italy. We went there, we spent time with the entire family. I matter of fact right now I'm wearing a Stefano Ricci. 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 Cantinetta 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 Santa. Great experience. Then afterwards we went to their headquarters.

[Nicolo Ricci]

This is the area of the artisanal.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Heart of the city.

[Patrick Bet-David]

We saw where they make their silk material. If you want to get your house fixed mixed up with the things that they do with Stefano, they do all of that. They do it for yachts, 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 cufflinks. I'm talking the type of stuff that people that are in that category of the.001% that purchase. And then afterwards we went to their property. We spent time with the family. We spent the night at their estate that they have in Tuscany. Few thousand acres. We had a chance to have dinner with the founder of the company, D. Stefano Ricci, his wife, his sons. 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 Ricci Nicolo as.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Well as Filippo Ricci.

[Patrick Bet-David]

Here's the interview.

[Interviewer (possibly Patrick Bet-David or a co-host)]

So the first time I'm in Beverly Hills, I'm barely coming up in insurance and I'm buying clothes from three day suit broker. I'm going to these Ross buying $29 shoes. And I see the store, Beverly Hills Rodeo Drive. Bijan is there. You got Stefano Ricci, 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 Ricci. Nicolo, it's great to have you on, buddy.

[Nicolo Ricci]

You know that Stefano Jr. When he saw you, he told me you didn't tell me PBD is here. I look at him on TikTok all the time.

[Interviewer (possibly Patrick Bet-David or a co-host)]

This does not look like a store.

[Patrick Bet-David]

What is this property?

[Stefano Ricci Family Member or Associate]

Florentine Workshop as we call it. You know, you enter in the heart of Nabon, boom. You have this ceiling which is all hand done by special mirrors, special glasses, the frescoes from the early 1900. And used to be this location used to be where they kept the carriages.

[Interviewer (possibly Patrick Bet-David or a co-host)]

So New York Times has a story on you guys talking about the clothier for the top 001%. Not the 1 percenters, not 0.1. The point 00. You see the list of people that have warned Stefano. List is a long list. We got Nelson Mandela, we got the Pope, we got Tom Cruise. We have the Weeknd recently, right? You have 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 meal, the. 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.001% of doing business with you? What's the level of expectation there?

[Nicolo Ricci]

First of all, you know, 0.001. Now we are targeting to the 0.002 because we would like to grow our business. Think we focus on that niche where maybe it was missing in the market or maybe we reach it was never reached before. 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 artists behind doing research and make things by hand with a great passion. And you know, it's exclusivity. Of course there is not an exclusion to the rest of the world. But as an example, we were talking with my brother. Nobody can drive a Ferrari, but when they look at it, lots of people admire Ferrari. So in our case, it's like we love to do these products extremely exclusive and I think as a form of respect for all the people that works behind it, we're talking about hundreds of people that on a daily basis 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, this art of tailoring, of like making shirts, leather goods, jewelry, diamond settings. So all within our world, we try to express the maximum heritage of artisan that can be done here in Florence.

[Interviewer (possibly Patrick Bet-David or a co-host)]

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, tuck is that because in your eyes, even right now when we're sitting down here, these chairs, right, These are these, these are gator chairs.

[Nicolo Ricci]

These are, these are crocodile. Crocodile, not crocodile 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 it 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 on Rodeo Drive in Beverly Hills and we had two, three multi brands that were buying our shirts to sell it to their top high end.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Cast is one of them. Bijan, Is that where Bijan.

[Nicolo Ricci]

I do have a great memories because we felt like family with him and his son Nicolas. My father was designing his shirts and ties back in the 80s and it was a very strong relation between the two of them. Of course, we have to give credit to Bijan. He was a luxury master. He invented this world of high end luxury. Only by appointment, I think was inspirational for everybody that is in the luxury business today.

[Interviewer (possibly Patrick Bet-David or a co-host)]

How long does it take to make one apiece?

[Nicolo Ricci]

1 dinner jacket like this? It gets close to 30 hours to make one garment.

[Interviewer (possibly Patrick Bet-David or a co-host)]

30 hours to make one dinner jacket like this. So the fabric, the time of making the fabric would take how long?

[Stefano Ricci Family Member or Associate]

It depends on the kind of fabric. As you know, some looms produce up to 20, 40 centimeters per day.

[Nicolo Ricci]

A meter per day as well. One feet per day. Can you imagine? One feet per day?

[Interviewer (possibly Patrick Bet-David or a co-host)]

One feet per day, yeah. When you guys were telling me you only make 12 suits a day in that one property, another 24 lesion is.

[Nicolo Ricci]

At 12 suits per day.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Bespoke is 12 suits per day. That's the perfection part. You take your time with it and.

[Nicolo Ricci]

You have 45 people to make 12 soups a day. That is the key.

[Interviewer (possibly Patrick Bet-David or a co-host)]

45 people to make 12 suits a day.

[Nicolo Ricci]

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, once every six months, one hour for yourself to do your clothing selection. You get here, you just want to be, relax, enjoy. We, you know, you can open a bottle of champagne, you sit down, we come for you, we show you all 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 in the top tier of our clientele, which means spend over, let's say 150 to 100,000 per year, per year, you are invited and you can select out of like 800 books. But you must have a mentality of a shop. So you must be able to wait for five 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 some passion, vintage cars, great wines, great food. And I think this may be the best part of my job because I get the opportunity to meet very influential, powerful, self made multibillionaire, 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 some interesting information.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Last time when we're having dinner, your, your mother Claudia was unbelievable. The, the, the stories with her and what the family's pretty competitive. Some of the conversations that we're having. It was very interesting listening to the conversations. Your dad is sitting right there next to my wife and I ask, so how did this whole thing get started? You know, they met at 17, he was 19, she was 17. And then the story of how they started selling ties. Maybe you can start how, you know, the story of the company.

[Nicolo Ricci]

It's, you know, it seems like a story from a book from ancient times, because they met, they were 17, 18, still together after 57 years. I think it's a great story because they started. My father was. He studied as an accountant and then he decided within my mom, my grandmother, she had a little facility with two, three ladies doing garments for lady. So Yves 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 he had right away. So he showed Pitti uomo 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 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 had and with the great support my mom, because we always say, behind the great man, this even greater woman.

[Stefano Ricci Family Member or Associate]

Let me show you something. This is something that made Stephen Ricci.

[Nicolo Ricci]

Famous around the world.

[Stefano Ricci Family Member or Associate]

And it was the most expensive tie in the world. This is a micro patchwork. The tie, when it came out, it was. Was touching the thousand dollars. And it was 25 years ago. So this made a statement. And it was one of the points that really.

[Interviewer (possibly Patrick Bet-David or a co-host)]

What does this go for now?

[Stefano Ricci Family Member or Associate]

This is 500 because it's not depleted.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Oh, okay. Yeah. But the pleated one you do would go for today. A thousand dollars. Okay. When did he decide he wants to mainly target the 001? What was it? Was it. He was always so eccentric because in being around him, the way he looks, you know, he looks like somebody that would build something like this.

[Nicolo Ricci]

Yes. I think it happened for different reasons.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Accidentally or on purpose?

[Nicolo Ricci]

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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Always start where everybody else stops.

[Nicolo Ricci]

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, you say, can we do better? But Mr. Rich, 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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

When we were at the. At our vault conference last year, and 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 Stefano Ricci. And we got nearly 6,000 people there. You know, the CEOs and the founders, they raised 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. There is a 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, everybody walked up when they went to the booth, they're saying, I wouldn't mind getting a Stefano Ricci cologne. I think it's the best, by the way, in the marketplace.

[Nicolo Ricci]

Thank you.

[Interviewer (possibly Patrick Bet-David or a co-host)]

It's the what. What I wear. My son Dylan wears it. Dylan, who loves your dogs. I don't. The one that was running away from Watson's dog. Yes. Last night, where everybody's out there, we're having dinner, and then we have cigars. And next, you know, we hear a screaming and a chair moving.

[Nicolo Ricci]

And I said, what's going on? It was Mike. Is it our. Our brown chocolate Labrador trying to play with Grand.

[Interviewer (possibly Patrick Bet-David or a co-host)]

With Dylan. Yeah.

[Nicolo Ricci]

But at the end of the night, he was playing.

[Interviewer (possibly Patrick Bet-David or a co-host)]

He was. You're right. And this morning, he was playing with them 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. Vinny's looking at a leather jacket yesterday, 30, 35, 000. We were looking at a bag yesterday with the gold lock on the front of it, beautiful back. And I think it was also a crocodile back as well.

[Nicolo Ricci]

That bag with the golden diamonds with 115carats diamonds on it for us is, I think this is our main challenge to make people understand that we can go from Thai to a Finnish apartment. So lifestyle is what now is driving also our business. I always say there will be two maestros and inspiration for us. Okay. Besides, my father has been my. My mentor and my brother's mentor, but Giorgio Armani, Ralph 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 a beautiful suite inside the Castelfalfi resort. Today it's going to be run by Discoveryland. Beautiful street in Principe. We've done a yacht club in Sindalah and Saudi Arabia with mbs.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's the one that was the blue. It's incredible.

[Nicolo Ricci]

BIF with of course, with the MBS commission to us, they reach out to.

[Interviewer (possibly Patrick Bet-David or a co-host)]

You and they say want you to come and design this.

[Nicolo Ricci]

We were invited to make a proposal. So I've been waiting, me and my brother and Saudi 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 within a unique design of marble for all the. For the yacht club. Together with that, we have our lounge and building in Shanghai where our members can, can, can, can participate and go and have dinner and 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 becoming more and more and more important for our business, but.

[Interviewer (possibly Patrick Bet-David or a co-host)]

The price point, it's important because in the New York Times article, it also talks about that there was cufflinks. There were $100,000 cufflinks.

[Nicolo Ricci]

Even more. We've done some pins, we've done some buck. Even done one buckle in diamonds for $1 million.

[Interviewer (possibly Patrick Bet-David or a co-host)]

A diamond buckle?

[Nicolo Ricci]

Yes, with. With 50, 50 carats. All designed with the initial of a special client. We've done C links for a couple hundred thousand. You know, the jewelry, as you saw yesterday, is. I think it's really elevating the brand because for us, we've been doing c links for 30 years. And the last 10 years we organized a team of extremely skilled goldsmith and diamond setters that 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 cufflink with your initial with the family crest. If you have a company with the logo and you want to do something unique, one off. 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 clients. You saw yesterday our silverware product production of chisel with this Bazo and Chisello 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 my brother and my father, we can create customized design for ties.

[Interviewer (possibly Patrick Bet-David or a co-host)]

What would something like this go for? If a person wants two of these in their office, what do they sell?

[Nicolo Ricci]

80. 100,000.

[Interviewer (possibly Patrick Bet-David or a co-host)]

80 to $100,000 or something like this. Yeah. So this isn't just about clothes. You guys will go to buildings, homes, bedrooms, offices, the variety of creativity halls.

[Nicolo Ricci]

We have done also two homes for two special clients of ours. And, you know, once you or once you are in, you are in. You really.

[Patrick Bet-David]

So spend the first dollar you're in forever.

[Nicolo Ricci]

Now you really want us to be involved? Yeah, 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? I had clients coming and say, can we. Can we do something similar to this? Can you give us inspiration? We've done a penthouse and we've done another house for another client.

[Interviewer (possibly Patrick Bet-David or a co-host)]

It's beautiful. I mean, 3,000 acres. You know, the pool, the. The Tuscany. You. You see Tuscany, you think about.

[Nicolo Ricci]

That's our secret paradise. We keep it.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Well, it definitely is a secret. We. We almost lost Vinnie because Vinnie was hiding in the house. He didn't want to leave this morning. Yeah. He was not going to leave. But somehow, some way, we were able to convince him to leave. You know, it was gonna be a problem. Your dad's gonna wake up tomorrow saying, who is this?

[Nicolo Ricci]

I think the wine sailor.

[Financial Advisor or TradeSmart Advertiser]

So you're about to make a trade based on a friend's text, but which u do you listen to? Is it. We could buy a house in Tulum. Get optioning those options. We could lose everything. Or let's do a little research. Get your head in the trade and make the investment decision that's right for you. Learn [e-mail] TradeSmart Abercrombie is an official.

[CeeDee Lamb]

Fashion partner of the NFL, and I'm CeeDee Lamb, wide receiver for the Dallas Cowboys. You know I'm here for Abercrombie's Cowboys gear. That's not a question, but I need a whole wardrobe to go with it. No shade to the guys, but I'm used to having the best tunnel fits. This season, Abercrombie has me covered. Shop NFL by Abercrombie in the app, online and in store.

[Nicolo Ricci]

Been a Pleasure to have you here. To let you know what we do, who we are, you also share the vision and cheers to that. Have a Kobe. Cheers.

[Interviewer (possibly Patrick Bet-David or a co-host)]

What I liked about the house that Rob noticed, He says, pat, you know what's the craziest thing I noticed about their house? He says, what's. I said, what's that? He says, I walked around everywhere and looked at pictures. There was no picture. 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, I think it was. 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.

[Nicolo Ricci]

Oh, it's. It's a family house. So for us, it's the picture of mainly the grandchilds. You see them everywhere. There are some pictures of me and my brother, but just rarely, because Grandma and grandpa put all the grandchilds around. But when you talk about, like when you talk about the. The Holy Father, Pope Francis, we had the honor through Antico Certificio Fiorentina, which is a company founded in 1786 here in Florence with antique looms that you. Yesterday, we donate, actually the lady working Antico City Ficcio. Through them, we donate the fabric produced for the casual, also for this dress for the Holy Father when he celebrated the Mass here in Florence. It was a great honor for us.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Oh, I think he showed it to us. Filippo, is that the material that was soft? Incredible.

[Nicolo Ricci]

Yeah, it was, because it's made with hand looms, human activated looms that create a 3D effect. So they came, they made the selection, they saw this fabric that it would have been amazing to represent the heritage of Florence during the Mass of the Mass of the Holy Father. And then that's how we end up wearing the antiquity fiscal 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 the time, my daughter, she was in the womb of her mother. And we were not sure about the name yet, because I wanted Ana Julia or Margherita or Aurora. So when we got there and he asked me what I can do for you, and I say, holy Father, I just want. I'm 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 also, you're Expecting a baby which is due in a few months. And what's her. Before you say, what's her. Her mother say Aurora. So Aurora was.

[Interviewer (possibly Patrick Bet-David or a co-host)]

This is how long before Aurora was born? This is.

[Nicolo Ricci]

Yes, Two months before.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Two months before.

[Nicolo Ricci]

Two months before. And you see 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 Duomo together with authorities. And next to me was the mayor, the. The chief of the region of Tuscany, all top officials. And on the side, the first one was me with Aurora, with her mother and my mother and my brother. So I say hi to the gentleman on my left and say, hello, Nikola. Like, give us few minutes, you know, it's a very important moment to say hi to the grandpa. 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 bar head where the Holy Father was going through. So he was supposed to go to the authorities. Instead, he came straight to my daughter and he said, how beautiful is this girl? What's her name? Aurora. You gave her the name you gave the benediction. And he told me, this is why it's so beautiful, because I bless her in the womb. So then he just. That's gave 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. It was my fault.

[Interviewer (possibly Patrick Bet-David or a co-host)]

You got to be.

[Nicolo Ricci]

Oh, they were so upset with me. The mayor is a friend we can call. I've been waiting this moment all my life to take a picture with the Holy Father in the dwarm of Florence. And what he does, he come to your beautiful daughter. Okay, let me forget about.

[Interviewer (possibly Patrick Bet-David or a co-host)]

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 chessboard and the chess pieces you have over there?

[Stefano Ricci Family Member or Associate]

Well, within the lifestyle projects, of course, game boards are part of it. And we wanted to tell a story about the transport with crocodile. So you see, the black and white, also the square are in crocodile. And we traded, you know, these in steel and silver. And you can really play. I mean, if you're looking on the.

[Nicolo Ricci]

Market for, you know who has one of these, we gave him as a present to our dear friend Andrea Bocelli. He loves to play chess, and he has one of these in his house.

[Stefano Ricci Family Member or Associate]

Checkmate.

[Interviewer (possibly Patrick Bet-David or a co-host)]

But. But they're crocodile pieces that are the leather.

[Stefano Ricci Family Member or Associate]

We can actually do it in crocodile as well. This is his artwork.

[Interviewer (possibly Patrick Bet-David or a co-host)]

This is artwork. I got it. Okay.

[Patrick Bet-David]

Beautiful.

[Nicolo Ricci]

I think they want a real size one in crocodile. We can. Can.

[Interviewer (possibly Patrick Bet-David or a co-host)]

So our consulting firm's logo is a chess piece.

[Nicolo Ricci]

Okay.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's why I asked the question.

[Nicolo Ricci]

Okay.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Yeah.

[Stefano Ricci Family Member or Associate]

We can't send that to you.

[Patrick Bet-David]

That's exactly.

[Interviewer (possibly Patrick Bet-David or a co-host)]

The point is, what I'm saying is this is. This matches our brand. How often do you run into people that are wearing Richie style?

[Nicolo Ricci]

More now, More and more. Restaurant Florence, Rome, Milan and Nice. You go London. London, Paris, Istanbul. Istanbul.

[Stefano Ricci Family Member or Associate]

If you go to Armenia, you go around Yad. I mean, the best restaurants or.

[Nicolo Ricci]

You know what's funny here in Europe, you know, my father didn't know him, but royally stopped in Armenia, in Russia, in Azerbaijan. If you go with my father, people go crazy. Like. Like a superstar.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Your dad has a distinct artist.

[Patrick Bet-David]

That's.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's not.

[Patrick Bet-David]

That's a.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's a brand.

[Nicolo Ricci]

It's like respect, you know, when you see all the.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Yeah, yeah, for sure. Fun story.

[Stefano Ricci Family Member or Associate]

We are just out of the. Of the store. A few years ago, when Matteo Renzi 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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Guys, like, this guy.

[Nicolo Ricci]

They're friends. He's very good friends.

[Stefano Ricci Family Member or Associate]

So we see him walking. He said, he kind of hugs us, and we're just, like, having fun. And then a couple look and they come to us with a camera, and they go to him and say, can.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Can you. Can we please?

[Nicolo Ricci]

He was ready. Take the camera. He's a Russian.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Get out.

[Patrick Bet-David]

So they knew. They knew him more than they knew him.

[Interviewer (possibly Patrick Bet-David or a co-host)]

So, guys, this is a prestige brand. Recent years, a lot of stories. 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? Tutto italiano?

[Nicolo Ricci]

Fato in Italia. Fato in Italia.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Why is that made in Italy so important?

[Nicolo Ricci]

Because the quality you do here, you can do anywhere else. There is the concept of quality that we have in Italy is second to none.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Why, though? Why, Nicolo?

[Nicolo Ricci]

Because it goes back to our roots. To go back to the beauty. You walk. Let's have a walk outside here, show you some beautiful building. They were done like this yesterday. They were done. They were done like the Duomo was done in the. In 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 these garment in some other countries would be hard because there is not the heritage. It 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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

I noticed when we're. There was a piece in the. In the Leonardo da Vinci piece that had been designed.

[Nicolo Ricci]

We. We are the proud custody of a loom that has been created following the original design of Leonardo da Vinci, which still wave. It's a orditorio that creates a fab. We use for the. The warp for our. For making in order to make the samples. And it still work perfectly.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Yeah. Yesterday the guys. What was his name? Was his name Fabricio? Was Fabricio. Fabricio 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.

[Nicolo Ricci]

That thing comes from 1700.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's unbelievable.

[Nicolo Ricci]

It still makes the most amazing F you can find. When we talk, we go back when we talk about details.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Right.

[Nicolo Ricci]

Details 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. It's difficult. I'm sure the picture of the guy now is maybe 50 and you have a picture of him, he was 16. So it's a experience.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's what you need 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?

[Nicolo Ricci]

Yes, that's him.

[Interviewer (possibly Patrick Bet-David or a co-host)]

And that takes how long to make?

[Nicolo Ricci]

That is a month. One month of work just on that with one piece?

[Interviewer (possibly Patrick Bet-David or a co-host)]

Yes, one piece. Wow. And if I want to buy something like that for my house, what would I be paying for $80,000? $80,000, you know, you know, you know what you said yesterday multiple times, which I loved? He said, look, there are customers that come in and they just go, I want this. Here's my credit card.

[Nicolo Ricci]

See, they don't ask for price.

[Interviewer (possibly Patrick Bet-David or a co-host)]

They don't ask for price.

[Nicolo Ricci]

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, it's not expensive. Because for what you are getting is a very good price.

[Interviewer (possibly Patrick Bet-David or a co-host)]

How long did it take to have that reputation? So you guys been around 50 years. How long have you sticked out that reputation?

[Nicolo Ricci]

It took nothing. 20. The first 20 years of B2B selling shirts, you need to build the brand.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Until the market realizes.

[Nicolo Ricci]

You know what I think made us this reputation made us our life easier because we added categories like the, you know, the, the suiting, the leather jacket, the leather outerwear, 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 are getting and the amount of work that is behind it, the amount of research and the amount of investment that we do from our side is.

[Interviewer (possibly Patrick Bet-David or a co-host)]

It's amazing. You say this. So we're in Miami, we go to George. Tom needs something for here. Okay. While we're in Florence, he doesn't have it yet. We're in 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?

[Nicolo Ricci]

Alessandro.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Alessandro, who was fixing my tie, by the way. Alessandro. 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. 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.

[Nicolo Ricci]

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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Can you teach that or do you have to find people like that?

[Nicolo Ricci]

You have to find the right manager, have him staying with us a few months. But normally they're trained. You know, they come trained, you train them more and then it's their responsibility to train their team.

[Interviewer (possibly Patrick Bet-David or a co-host)]

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.

[Nicolo Ricci]

Fully about service, you know, we look at people that maybe have 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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Got it.

[Nicolo Ricci]

Because 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 client, the team works around him.

[Interviewer (possibly Patrick Bet-David or a co-host)]

It's funny, our family for four years we would go to this restaurant in Fort Lauderdale called Angelo Elias and they would do these pizzas and you know, in 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, Casa d' Angelo ran by Angelo. Phenomenal place in Fort Lauderdale. Michele was our manager that would take care of us. We loved this guy so much that eventually we said, you come and run our cigar lounge. So he runs the cigar lounge. Michele. Customer service with Michele 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 thank you.

[Nicolo Ricci]

This. It's an accomplishment for us to hear from you having this kind of compliment.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That is the treatment we get every time we're in. So I got a question for you. Movie wise, when are we going to see 007 wear Stefano Richie suit?

[Nicolo Ricci]

This is a. It's a good idea. It's a project also because most of our clients, they don't envision themselves as that specific actor. Of course we are proud if some of them wears our things. But 007, everybody envisioned them as 007. So that would be a great, great thing. We need to explore it. Hopefully in the future we'll see how does that work?

[Interviewer (possibly Patrick Bet-David or a co-host)]

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?

[Nicolo Ricci]

No, I think you collaboration to go. Sometimes we had some, some. Some production that asked us to provide some clothes. But mainly they even go through department stores. They have personal shopper and they buy the looks for 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. From. From a department store.

[Interviewer (possibly Patrick Bet-David or a co-host)]

And that's the best kind, right? The interest is there to go.

[Nicolo Ricci]

They love it. They put in maybe in their context they would like to wear. And they put the brands, then they go, they make the outfits to buy some directly, some indirectly to some of our partners.

[Interviewer (possibly Patrick Bet-David or a co-host)]

And I saw my new friend who told me the history of 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 the book that you open up here with Mike Tyson wearing a white belt. Right. And you guys didn't give into him. He bought it himself.

[Nicolo Ricci]

He had a picture of him with our eagle head as a buckle.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Right. The brand. But the other one was apparently you guys have a store in Armenia, in Yerevan.

[Nicolo Ricci]

We opened a shop in Armenia 20 years. Around 20 years ago.

[Interviewer (possibly Patrick Bet-David or a co-host)]

In 20 years you've been in Yerevan?

[Nicolo Ricci]

15 years. 20 years ago, yes.

[Interviewer (possibly Patrick Bet-David or a co-host)]

And they say in Yerevan, if you don't wear a Stefano Ricci socks, they.

[Nicolo Ricci]

Say if you don't wear Stefano Ricci socks, you're nobody. And you know, this comes through a lot of years of Armenian families been working in New York, in la. I've been great support. London.

[Interviewer (possibly Patrick Bet-David or a co-host)]

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 Raton will be a good market for you and for sure to look into maybe the Boca Resort area, maybe some of the areas there. And then, you know, Glendale wouldn't be a bad market to look at A lot of Armenians that they're also like some nice clothes.

[Nicolo Ricci]

You know, lots of Armenia have a lot very strong know how about tailoring. So they really appreciate the workmanship that we put in.

[Interviewer (possibly Patrick Bet-David or a co-host)]

That's a good point. You know, in my dad's yesterday when I was with Philippo and show 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. You had the Singer 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. No, 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.

[Nicolo Ricci]

Yes?

[Interviewer (possibly Patrick Bet-David or a co-host)]

Yes, very. And they're spenders. They will spend the money as well when it Comes down to yes, I know. Wanting. Yes, I know, I know you know.

[Nicolo Ricci]

I know.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Yes, I know you know. Any, any final thoughts? Any final thoughts you have here? Because for us, we're excited about this partnership that we have together, the collaboration that we had together. 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?

[Nicolo Ricci]

First of all, can't wait to be in Orlando September 8th to the 11th. I believe it's going to be super exciting meeting and for me to interact and meet the people that are going to be there. Lots of CEOs, a lot of very successful people sharing ideas like your motto, the future looks bright. I think that we always have get. We must get the good energy of everything that is coming out and from every kind of conversation we are having. Future project and 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.

[Interviewer (possibly Patrick Bet-David or a co-host)]

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 the nearest, you know, Stefano Ricci 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 going to be treated. Thank you so much for this.

[Nicolo Ricci]

Thank you. Great, great to have you have your team here.

[Interviewer (possibly Patrick Bet-David or a co-host)]

Likewise. Thanks for hosting us.

[Patrick Bet-David]

Now you know the story of Stefano Rich and I'm proud to announce today the collaboration with valuetainment 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 valuetainment 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 vtmerch.com or click on a link over here. And if you've never been to a Stefano Ricci store, click on a link below. Go to store near you. Buy a cologne, buy a suit, buy a sport jacket, buy a shoe and let them know Patrick B. David sent you. Take care everybody. Bye bye.

[Nicolo Ricci]

Bye bye.

[WhatsApp Advertiser]

Join Vanguard for a moment of meditation. Take a deep breath. Picture yourself reaching your financial goals. Feel that freedom. Visit vanguard.com investinginyou to learn more. All investing is subject to risk.

[Expedia Advertiser]

Mike and Alyssa are always trying to outdo each other. When Alyssa got a small water bottle, Mike showed up with a 4 liter jug. When Mike started gardening, Alyssa started beekeeping.

[Nicolo Ricci]

Oh come on.

[Expedia Advertiser]

They called a truce for their holiday and used Expedia Trip Planner to collaborate on all the details of their trip. Once there, Mike still did more laps around the pool. Whatever you were made to outdo your holidays. We were made to help organize the competition. Expedia made to travel.