“She taught me to create couture fashion at affordable prices:” This lesson was handed down to Nicoletta Spagnoli by Luisa Spagnoli, her great-grandmother and above all a pioneer of Italian entrepreneurship. Luisa Spagnoli’s story is one of female resourcefulness lived intensely on many fronts; along her journey she got swept away in various lives and still managed to innovate the industrial panorama. She first did this with Perugina and then with the fashion house that still bears her name. But she was also swept away by the love of two important men: Annibale, her husband, a never-competitive partner, who started the adventure in the chocolate business with her; and Francesco Buitoni, the industrial powerhouse who decided to go into business with her during a time of economic crisis, becoming the heir of the empire and the love of her life. The worldfamous Perugina “Kiss” was an invention of Luisa: she created the classic chocolate and hazelnut confection in order to make good use of by-products from other confections, producing a chocolate-covered masterpiece of gianduja (milk chocolate ganache mixed with hazelnut paste) and chopped hazelnuts around a solid whole-hazelnut core. Her invention was not only ingenious but also delicious. This same approach is also easily seen in the second phase of her life, the period dedicated to fashion. She started a farm to breed Angora rabbits, whose wool she used to makes shawls and sweaters, diffusing the idea of elegance affordable to all. When she died in 1935, the business passed to her son Mario, who transformed it from an artisanal activity into a business on an industrial scale. Today, the fashion house makes classic clothes that are primarily sold in 152 boutiques in Italy and 52 stores abroad, as well as in department stores. The President and CEO of the business is Nicolette Spagnoli, the daughter of Lino, who inherited from her great-grandmother her tenacity and willingness to make sacrifices for the work she loves, to the point where she can assure us that “the business is securely in the hands of the family and will remain so.” Luisa Spagnoli continues to grow, but never ages.