By 1995, Viviana was ready to become the new chief designer and president of Pelletteria Artigiana.
1999 saw the launch of the shop’s official website, “www.pelletteriaartigiana.com”, which would eventually morph into the modern e-commerce portal it is today.
At the start of the new millenium, Viviana’s son Leonardo joined the family business, becoming a skilled leather artisan in his own right, while also taking over marketing responsibilities for the “Pelletteria Artigiana Viviani” brand in 2008.
Today, the Pelletteria is run by Renato’s daughter Viviana and his grandson Leonardo, who proudly carry on a family tradition which has its roots in a distant past. Three generations of artisans have developed one unique style of hand-crafted creations, characterized by a striking blend of beauty and practicality.
In 2012, Pelletteria Artigiana Viviani was admitted to OMA (Osservatorio Mestieri d’Arte). Since 2013, the Pelletteria has established a number of international partnerships with both traditional boutiques and global e-commerce retailers, including an important collaboration with Amazon as part of their “Made in Italy” project. Currently, Pelletteria Artigiana Viviani products are being sold in China, France, Germany, Japan, Great Britain, South Korea and the United States.
Pelletteria Artigiana Viviani has thus entered the restricted circle of craftsmen who export Made in Italy products worldwide, showcasing the best Italy has to offer while maintaining its identity as a family-run artisan workshop. Uncompromising attention to the quality of the leathers (all strictly originating in Tuscan tanneries) and of the accessories (100% Made in Italy), an open mind to new trends in fashion and design, and a skillful synthesis of traditional craftsmanship with contemporary technologies are the elements that define the history of Pelletteria Artigiana Viviani.
In November of 2015, on the 50th anniversary of its founding, Pelletteria Artigiana was officially recognized as an Esercizio Storico Fiorentino, (Historic Florentine Business), an honor given by the City of Florence to local businesses that stand out for their quality, know-how and historical significance.
Finally, since May 2017, the Pelletteria joins the restricted elite of laboratories and exhibitors belonging to the Associazione Esercizi Storici e Tipici Fiorentini