The year is 1903. Henry Ford establishes his motor company and ushers in the era of “mass production.” The caption for his revolution reads: “You can have any colour you like as long as it’s black”.

At the end of that same century, a young Italian woman called Mariella is running a respectable Chicago travel company and she recognizes the world has turned. Everyone has a personal take on coffee (Starbuck’s, anyone?). Some friends create their own personal fragrances. One even travels to Germany to watch her personalized Silver Audi rolling off the line, with Henry Ford turning in his grave no doubt.

Worldwide web to hand, the consumer ushers in an era of “mass customization”. In the travel business, Mariella sees the emergence of the “unpackaged holiday” and a limited future for her firm’s simple, traditional hotel reservation service. But she sees that with her unrivalled knowledge of Italy, she can tailor-make holidays with a perfect security blanket. For whilst clients can compare prices on the web, without her advice they are never sure about which restaurant or museum or side-trip to choose, let alone which hotel has the host who cares for individuals.

Mariella’s clients respond so well she decides to buy out the business, a brave decision in the wake of 9/11 but fully justified by success since: in America and in Italy. For this is a business based on customized service and repeat customers, an irresistible combination, whatever the era.

Hidden Treasures of Italy lives up to its name and represents a modest revolution, on behalf of the individual consumer. For here, as Henry Ford would not say, you can have any choice as long as it’s yours.

The co-founder of brandstory italia is proud to have advised Hidden Treasures of Italy on its quiet revolution and to welcome the brand as a founding client. Its story continues to unfold.