Meraviglia is a recently opened concept store in Mantua, a touristic city in Northern Italy. The store, whose name means “wonder” in Italian, is a meeting point of different cultures, handcrafts, recycled material pieces as well as branded fashion and accessories. It originates from the passion of Martina Zironi and her mother Maria Grazia Braglia, owner of the E35 store that has already been existing in Mantua for years. Both are passionate scouts able to pour their own unique style and taste into a contemporary selection of cool design objects, cosmetics, accessories and clothes. Martina Zironi is an expert in urban pop culture and fashion, who travels through various countries and cultures to scout ideas - from Korea and Japan to the rest of the world. Interview by Maria Cristina Pavarini.

Denim at Meraviglia
Denim at Meraviglia
What are the current bestsellers and why?
For women we sell best Dansko, Melissa, Bsbee, Local Apparel, Spiewak, Libertine Libertine, Soho de Luxe and Majestic. Men mostly buy Spiewak, Naked&Famous, Bsbee, Poler Stuff, Studio Pretzel, V.V.Kidz, Molo11, Soho, Majestic and Wesc. Among our bestselling accessories we mostly sell stockings by Happy Socks, Alto Milano and Isock, sneakers and watches by Komono, Rumisu and Epice scarves. We also are very happy about Freitag bags and many other smaller brands of accessories that are often completing our offer. All these brands have become bestsellers thanks to their uniqueness and different price range accessible to various client types.

Do people buy according to their favorite brand, style, or impulse?
Our customers search for innovation and ideas that make them stand out from the crowd. They buy here because we are offering products that satisfy their search for style and desire for novelties. They appreciate our scouting in terms of new ideas and products that are different from what many other stores are carrying.

Store front of Martina Zironis store
Store front of Martina Zironis store

Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
We always follow international trends – including most extravagant ones – through blogs, magazines and market trend analysis from major European cities. We monitor the scene from a distance, though also personally visit international cities and trade shows like Capsule and Tranoi in Paris, Pitti Uomo in Florence and White in Milan. And we also spend some days at Paris Fashion Week. Communication with our customers is fundamental. For this we communicate and interact with them through our social network facebook and instagram pages and present them the newest collections we offer in our store.

How do you select the products you offer your usual clients?
We concentrate on emerging companies and brands especially characterised by quality, style and a cosmopolitan style. Our customers’ attention is not caught by the fashion aspect, but by a unique and at the same time long-lasting product life.

Unique product presentation at Meraviglia
Unique product presentation at Meraviglia

How do the collections you offer for next spring/summer look like?

And what are the most important trends, in general?
We believe that the future will rediscover more handmade products and handwoven fabrics. Natural and biological cosmetics and body care products will also be increasingly appreciated.

Did you add any new labels to your assortment?
We have added quite some new design object brands as well as a few upcoming new fashion brand from Korea, Beyond Closet sweatshirts and BeetleBeetle woman’s dresses. Moreover, we have also created a small area that offers sporty and outdoor apparel and design objects. As part of the selection there are Rains waterproof raincoats and the US brand Poler Stuff.


How does your store differ from other stores?

In Modena most apparel stores are ever since considered as “conservative”. There have almost never been stores selling new ideas and cool looks. There were rather mostly mainstream stores selling conventional products. When comparing ourselves with other Modena city center stores we noticed that others mostly sold either mainstream products or very cheap ones, while our concept store offered unique clothes and design objects.

What do you like about your customers?
We like their wonder when they discover that our products go beyond their expectations. We also like their interest in the stories of the brands and the products we sell.

How important is the interior, the atmosphere and the whole package?
Purchasing in our store is first of all a sensorial experience. Therefore the atmosphere has a determining role. Our store’s image depends upon various aspects according to our offer that changes from season to season.

Store's contact:
Meraviglia Shop
Via Emilia Centro 172
41121 Modena, Italy