01 · The prelude
From Sant’Elena to Rome
After the Second World War, Celestino Durante and his wife Luisa left Sant’Elena Sannita for Rome. Celestino first worked as a knife grinder. His rounds took him through barbershops and workshops until the bicycle became a shop, and colognes appeared beside shaving soaps and hair lotions. The later perfumery therefore grew from a trade built on precision, repetition and direct contact with customers.
