In the Name of Gucci A Memoir is written by Patricia Gucci, the daughter of Aldo Gucci and Bruna Palombo.
The Gucci brand was first created by Patricia’s grandfather, Guccio Gucci, whom she never met, in 1921 under the name G. GUCCI & Co. The First Gucci Logo was a young page in full livery and a cap carrying a suitcase in one hand and a Gladstone bag in the other hand to memorialize his first job as a page at the Savoy Hotel in England.
The workshop was filled with wholesale leather from Germany, made very affordable following World War I. Guccio planned to create superior leather goods with lesser quality hides by using skilled dyeing and treating techniques. As the business grew he also offered repair services.
Guccio Gucci was short-tempered and had little patience and was known to be a perfectionist. He believed in family and commitment to business came first. He instilled a competitive spirit amongst his children and expected his family to present themselves to the world with fine clothes, grace and gentility to make the best possible impression.
Guccio pushed his sons, Aldo, Vasco and Rodolfo to run deliveries in order to help the business grow. Guccio’s daughter, Grimalda, ran the cash register along with her mother, Aida who also ran the staff as tightly as she ran her household. As he grew, Guccio’s oldest son, Aldo showed that he had the same zeal for the company as his father and he also had the entrepreneurial spirit needed to make Gucci the world renowned empire it would become.
Aldo had tons of energy and passion. He loved business, family and women. He traveled constantly, looking for new ideas and types of hides and fabrics to use for products. Since Italy is so centrally located they were often affected by wars, making leather hard to come by, creating a need to find other fabrics that could be used for Gucci’s high end products. In his travels, Aldo met many people and women. In 1927, his father forced Aldo to marry Olwen Price. Pregnant with his first son, Guccio would not allow Aldo to leave her uncared for. This loveless marriage produced 3 sons: Giorgio, Paolo and Roberto. Aldo was rarely home and his wife made peace with raising the children on her own. It was illegal to divorce in Italy until the late 1970’s and it was unheard of in the Catholic Church.
Guccio was so passionate about his work that he would wave pieces of leather under his grandchildren’s noses and tell them this was the smell of their future. Aldo also fostered the competitive spirit in his children and enlisted them in the stockroom and deliveries just as his father had done, in order to ready them for a future in the company he was helping to build for them.
As Guccio and Aldo slowly added stores throughout Italy and Rome they also agreed to simplify the the logo to the double G’s we know now. The simplified logo would last much longer than the more complicated and personal one they had been using.
The first Gucci Store to open in The United States was in November of 1953, although Guccio did not see it, he had passed away in January, yet he had given his blessing and passed the torch onto Aldo to grow the company.
In April of 1956, 18-year-old Bruna Palomba made her way to the Gucci store at 21 Via Condotti, Rome to apply for a job. She was engaged, but not happy with her fiancé who was much like her controlling father and brother, she wanted to make her own money and she was happy to be hired. She started in the storeroom and quickly was promoted to the shop floor. Each time she ran into Dr. Aldo Gucci he was very kind to her and complimentary. When his secretary had to leave her position, Bruna was given this job where she had much more time with him. His kindness increased, as well as the flirting and gifts.
Although he was a public figure, and married he pursued Bruna unceasingly. Even though she asked him to stop. Eventually she too could not ignore her feelings. She ended her relationship with her fiancé but still tried to resist Aldo for as long as she could.
Throughout the years, Aldo continued to travel constantly, building the Gucci name. He took care of his first wife and children. He also made time for Bruna and their daughter Patricia; they were alone a lot but they looked forward to their time with him as he was the light of their life. In the end, Aldo’s nephew, which he had taken under his wing to personally train, and his son’s locked him out of his company and sold all their shares to another company, breaking his heart. But he was able to see that Bruna and Patricia were there always and his faith helped him through this hard time.
Because of choices he didn’t always have full control over he had been made to pay dearly by paying back taxes, losing his ability to live in The United States, having to sell many of his properties and artifacts and doing time in prison but he always tried to live life gracefully. He could have run back to Italy, but he chose to stay and face his responsibilities and I really respect that. When he died in January of 1990, of cancer, Aldo had said all he needed to say and made peace with his family.
I really enjoyed this book more than I thought I would. I meant to check out a different book, that my nephew had suggested, but the library doesn’t have it yet and they gave me this one. I believe Patricia Gucci did an excellent job of pulling me into her family and helping me to see their humanity. I highly recommend this book.
I checked out my copy from the Longview Public Library but you can purchase your own copy of In the Name of Gucci A Memoir by Patricia Gucci on Amazon
In the Name of Gucci by Patricia Gucci
My rating: 5 of 5 stars
Patricia Gucci drew me into her family. I finished the book last night and I am still mourning the death of Aldo Gucci, although he passed away over 30 years ago and I only met him this week. I am not one that cares for brands and self-importance but I understand building a company and I understand family. The culture of the time and differences between all the countries are romantic. I was truly pulled in and able to see the passion these people had for each other and the Gucci brand and I could feel the pain of betrayal that Aldo felt as his sons and nephew took advantage of his years of building only to lock him out and sell, yet he forgave as best he could. Bravo!
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My name is Summer. That is how you can call me. I hope that I am a blessing to you. I am not perfect. I will fall again. But I am forgiven.
For anyone reading this that isn’t a Christian, unapologetically, I am a Christian, but I believe there is room for lots of beliefs and religions in the world. It is not my intent to offend people with different beliefs than I have and I would be open to open-minded conversations with no goals of changing anyone’s mind, but sharing information.
If you are interested in becoming a Christian…Do you know Jesus? Do want the Holy Spirit to fill you and give you understanding and salvation? Ask Him. Want someone to pray with you? Contact me.
If you would like to know Jesus as your friend, but want to make this amazing commitment by yourself please pray something like this:
Thank you Jesus that You are the Son of God, the God that created heaven and earth. Thank you Jesus that You came to earth in the form of a man so that You would be able to empathize with my humanity. Thank You that You did this in order to fulfill the promises You made at the foundation of the world.
I realize that I am a sinner and do things that hurt myself and keep myself away from you. Thank You that You died for my sins so that You could defeat death and bring me into Your life. Please forgive me.
I ask You to be Lord of my life. I ask you to heal my hurts and show me what my new life, empowered by You looks like. Thank You for Your mercy.
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