Wanda Ferragamo and Fiamma and Giovanna
When Salvatore Ferragamo died of cancer in 1960, he left behind an Italian widow who had never worked a day in her life, and six children, aged 18 to two years old. Because Salvatore believed strongly that women should have equal access to business, he had brought his oldest child, Fiamma in to learn the family business. This apprenticeship lasted for 18 months before he died.
Despite their age difference of 22 years, Salvatore and Wanda were very close. He talked to her all about the details of the business and his dreams and visions for its growth. So, when Salvatore died, Wanda decided to keep his dream for the family business alive. She relied heavily on 18-year old Fiamma to make executive decisions while her younger sister, Giovanna, was put in charge of design. Giovanna was studying fashion, so she applied her knowledge in real time. Another cousin, who had worked with his uncle on the technical aspects of the business also stayed on to help.
While Wanda maintained the vision of the company, Fiamma was involved with shoes. She remained the head designer for shoes until cancer claimed her life in 1998 at the age of 57. She designed shoes for everyone who was anyone in that era and her grosgrain pump is still a classic. Giovanna established the ready to wear clothing line and continues to be a Vice President.
Eventually all of the children joined the company. Wanda stayed at the helm, growing the company from a boutique designer to Italy’s powerhouse for high end shoes. While one of the sons now runs the day to day operations, Wanda remains the Honorary Chairman.
I am thankful to the bottom of my soles that Salvatore saw the promise in his wife and daughters and that they had the courage to keep his dream alive while adding a few of their own!
Tags: boutique designer, classic, design, designed shoes, designer for shoes, fashion, Fiamma, grosgrain pump, high end shoes, ready to wear clothing, Salvatore Ferragamo, Wanda