By Beatrice Botticelli
Massimiliano Gheri and Elton Jaupaj have turned a dream they’ve nurtured for years into a workshop where every dessert is crafted using traditional methods, carefully selected ingredients and a commitment to constant innovation.
In Seano, the aroma of expertly crafted butter and freshly baked pastries tells a story of experience, passion and entrepreneurial spirit. This is the story of La Giò Viola (Via Don Milani 9, Seano), a patisserie opened in October 2025 by Massimiliano Gheri and Elton Jaupaj who, after years spent in the kitchens of some of Florence’s most renowned patisseries, decided to open a shop of their own.
The venture began with the takeover of the historic Pasticceria Carolei, run for eighteen years by Giuseppe Carolei. “It was wonderful to carry on Giuseppe’s business in some way, having worked with him in Florence in the late 1990s,” says Massimiliano, who shares a professional bond with Elton forged through years of working side by side: the same training, the same dedication to the craft, the same desire to build something authentic. The name of the patisserie also tells a part of the personal history of the two partners and friends: “Giò” and “Viola” are in fact Giovanna and Viola, the mothers of Massimiliano and Elton.
A discreet yet defining tribute, linking the professional venture to a family dimension. “I’m the chef, he’s the pastry chef,” says Massimiliano, speaking of himself and Elton. For Massimiliano, his career began in 1994, following his first experience in the family restaurant. Over the years, he honed his technique and sensibility, working at historic establishments such as Giorgio, Caffè Libertà, Querci, Maioli and Renato.
Elton Jaupaj brings the same professional rigour to the table, having grown up in the pastry kitchens of central Florence and established names such as Barco and Cartabianca, with a particular flair for spoon desserts and semifreddi.
A journey that has led to artisanal production that champions the value of work carried out entirely in the workshop. “Today, pastry-making runs on two tracks: that of semi-finished products and that which continues to build every product from scratch,” explains Elton Jaupaj.
“We have chosen the latter, to innovate whilst remaining faithful to technique.” The choice of raw materials is therefore crucial: everything is prepared using high-quality butter, selected for its workability during lamination, cold-working for shortcrust pastry, and controlled blast chilling to preserve shape and structure. Margarine and cheaper blends are avoided.
Open Monday to Saturday from 6.30 am to 8 pm and on Sundays until 2 pm, La Giò Viola tells its story through its display window, featuring timeless classics in which every detail of meticulous craftsmanship shines through: the raisin biscuit, inspired by tradition, is reimagined with rum-soaked raisins and a texture designed to maintain softness and balance; in the ‘occhio di bue’ biscuits, the jam remains glossy and never dry thanks to a precise finishing technique.
These little touches make all the difference. Alongside traditional flavours, the patisserie offers mignon pastries and semifreddi with contemporary combinations such as dark chocolate and raspberry or vanilla and salted caramel.
Alongside its desserts, La Giò Viola is also a lunch spot: every day, Massimiliano oversees freshly prepared dishes, buffets, and homemade bread and schiacciate, with vegetarian options available too. A natural extension of an experience honed through gastronomic consultancy and full-service catering, a service La Giò Viola now offers for private events and ceremonies, both as a supply-only service and with on-site catering, thanks to a network of professionals built up over the years. Meanwhile, their training never stops. With over twenty-five years’ experience, Massimiliano and Elton continue to attend courses on yeast, puff pastry and shortcrust pastry: ‘Even a small change in the method can improve a product,’ they say. It’s an approach that encapsulates the philosophy that started it all: doing things properly, starting with the basics, without taking any shortcuts.
Info: La Giò Viola, Via Don Lorenzo Milani, 9 – Seano (Prato) / Tel. 055 8704166