All the brand's products are made in its main atelier in Florence and in three dedicated workshops in Tuscany, and the embroidery work remains entirely handcrafted. The brand's signature embroidery technique is called catanella, a stitching technique from the 9th century that can blend up to 100 colours in a single garment.

If you look at the reverse side of Loretta Caponi's embroidery, it looks nearly the same as the front, which is what Guido considers the defining feature that differentiates the brand from others. Lucia, on the other hand, tells Guido that the matching of colours is what matters most. Out of thousands of choices, it can take the mother and son a month to decide what threads to use.

It appears the brand's creative spirit is still firmly harnessed by Lucia, who designs everything that comes out of the main atelier. "She never goes out," jokes Guido. "She needs to be alone to create, just like my grandfather, who had the same 'problem'." For Loretta Caponi, it seems creation is a family affair.