LIVORNO The idea of an event is launched from via del Mare. For neighborhood shops. To shorten the distance between them and young people. Target? The one between 20 and 40 years old. Use social media, focus on the activities of, for example, Ardenza and broadcast days with targeted promotions and discounts for them in the shop windows of the district. He throws it there Mirko Vannini, florist profession, soul of “La Rosa Blu” in via del Mare, precisely. Or rather, florist with a DJ heart. «I was born a DJ, then I decided to continue the family business in the flower and plant sector which began with my grandmother Bruna Falleni, one of the first in the city: she had a pram at the Palazzi Rossi in Viale della Libertà», he says with a look at the roots. And she does it thanks to the initiative The shops of the heart which sees Confcommercio at the forefront together with the Tirreno. Objective? Enhance neighborhood shops.
Music and the console are its other face but for 22 years the shop has become a reference, sociality, meeting point for many. «If everyone continues to go to shopping centers, the neighborhoods will die, because shops like mine represent life in the neighborhoods: Ardenza is a neighborhood with still many commercial activities, there is a lack of dedicated parking for those who want to buy from us and this penalizes a lot», Vannini reflects.
The 52-year-old looks to young people. How to make the social importance of neighborhood shops reach them too. This is where the idea of a dedicated Facebook or Instagram event was born. “It would be a nice idea and also easily achievable: create an event, advertise it with social channels, all the local shops with a discount to be decided for young people aged 20 to 40.” Who knows, maybe it won’t be possible in the future. Vannini is one of those who has always rolled up his sleeves and even during the Covid period he remembers his initiative. «I decided to give 10% of the December proceeds for a very important business like mine, to the Livorno covid department». Mirko Vannini has heart. Just like plants and flowers, he always sells them with his soul. Professionalism, customer care, kindness, availability and creativity are the ingredients that make the difference. He learned it from grandmother Bruna first, then from his mother Fiorella Onofri later. Mother Fiorella had the Fiori Fiorella shop in via Marradi. The family flowers were also sold at the then cart that existed in front of the former Wimpy in Piazza Attias (in place of the demolished newsstand), then inside the Central Market. Until 22 years ago Mirko Vannini opened his flower business in via del Mare.
«My work is creative, it excites me to do it and I can say that every day I go to work with a smile: I passed this passion on to my partner who opened our other shop La Rosa Blu in Marilia 8 years ago», he continues . Vannini makes a comparison that brings together his two worlds (music and flowers).
«It takes a lot of dedication because when everyone is having fun and celebrating we are at work, in some ways the flower shop is similar to the disco in this way».
Insurmountable roses. «I sell a lot of them, I always keep them and they are the flower I love most, both cut and planted – she talks about her work -. And as a plant, the white orchid is not only my favorite but I really like it in general.” La Rosa Blu is the only flower shop in Ardenza. It serves many city neighborhoods. It welcomes the requests and needs of the many who have become regular customers for years now. Be fond of it. «The bond with customers is fundamental and we have become friends with many – and he closes still thinking about the importance of neighborhood shops -. Being always open we are like a green living room for many, one comes to take a breath of fresh air, chats, talks about his life.” And we return to sociality. At the garrison. To urban decor as well. “Obviously we clean the sidewalk so that it is decent.” And he concludes by hoping for dedicated parking spaces for customers who want to shop in the neighborhood.l
