About me
Handsome did not start from an idea. It started from a sentence I kept hearing.
“I can't get found online.” Said by people who are extraordinary with their hands, and who had been quoted more for a website than they make in a month.
I heard it for years, in a restaurant by the sea, at the end of workshops I had organised myself.
2014 · London
I left with a one-way ticket
I am from Pesaro, on the Marche coast. I left to learn English in six months: I stayed for years, sharing a flat with people from four countries and taking every job that came along.
2015 · London
Kitchens, shifts, and a lot of people
Kitchens and dining rooms, for years. That is where I learned the thing I still use daily: how much difference it makes when someone treats you well on a bad evening. True for a guest at a table, true for a Maker writing at eleven at night.
2016 · Tenerife
Summer seasons
Summer seasons on the island. When the faces change every week you learn to read a room in ten seconds — and to assume nothing about the person in front of you.
2017 · Italy
Back home, into marketing
Back to Italy, into marketing and communication. I was good at it, and I enjoyed it. But I did not know what it was for — for me, that is.
2018 · Italy
On stage, still without an answer
Talks, clients, stages. From the outside it looked like a path. These are the years where I learned the craft I now use to get other people found.
2019 · Indonesia · Thailand · Malaysia · Myanmar
A few months in Asia — and an idea
Months across Indonesia, Thailand, Malaysia and Myanmar. Travelling like that you spend a lot of time deciding nothing, and that is exactly when things get clear. Be Kind was born in those months, before it had a place.
2021 · Cattolica
Be Kind, a restaurant by the sea
The place opened in Cattolica, a few steps from the water. Not just somewhere to eat: somewhere things happen. And the thing that happened most often, over the years, were workshops with local artisans.
2022 · On the road
Travelling never stopped
I never stopped leaving. Some things you do not think of at a desk, and I always come back with something that would not have occurred to me there.
2024 · Cattolica
Be Kind To — APS
An association came out of the restaurant, with one purpose written down: to spread kindness. It is the least businesslike thing I have done, and the one I am proudest of.
2026 · Handsome
What all those workshops taught me
Years of workshops inside the restaurant, and from the artisans always the same two sentences: I can't get found, and a website costs more than I make in a month. Handsome comes from there. Not from a business plan: from a problem I watched happen in front of me, again and again.
Where I am now
Today there are three things next to each other: Be Kind, the association, and Be Kind Social Agency — where we only work with projects that share our values. Saying no to the others costs money and is the reason I can stand behind the ones we say yes to.
And there is Handsome: a creative hub for artisans, built around workshops. Where it goes next, I honestly do not know yet — and that is fine.
What I do know is that the be kind philosophy is in everything I do, and that this is the first time I have felt I was on my own road rather than someone else's.
I am glad you read this far. If you have a question, or you just want to get in touch, write to me — I answer personally.
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