By Catia Giorni
There are companies that sell products, and there are companies that build relationships. For sixty years, Giorni Aldo has been guiding families, professionals, and businesses in the choices that shape their homes, transforming a purchase into a shared journey. It is a story that began in the Upper Tiber Valley and has grown over time without ever losing sight of a simple principle: putting the customer first.
We spoke with Alessandra Giorni and the team that brings life to the Sansepolcro showroom every day—a company that has evolved alongside the market while preserving its identity and core values.
“Customers’ needs have changed, products have changed, the way people live in their homes has changed, and even the way they gather information has changed,” Alessandra explains. “What has never changed is our commitment to helping each person find the solution that best suits their needs.”
Behind this approach is a team of professionals who share the same service philosophy while contributing different skills and perspectives. This complementary mix has become one of the company’s greatest strengths.
Among the long-standing members of the team is Roberta Pauselli, who has been part of the company since 1995. Deeply connected to its history, she brings creativity and a remarkable ability to combine materials, colours, and finishes, helping transform every project into a unique and welcoming living space.
Another key figure is Giulia Ganganelli, who has been with the company for an impressive twenty-seven years. She guides clients from the initial consultation through the design phase and beyond, providing post-sale support while maintaining constant communication with architects, designers, contractors, and installers. Her role goes far beyond sales, helping turn ideas into tangible projects.
Alongside her is Gabriella Mariottini, who joined the company in 2005. Starting in an organisational role, she has grown professionally to become one of the showroom’s trusted consultants. Her greatest satisfaction comes from seeing customers return with photographs of completed projects or meeting the children of former clients who choose the same showroom for their own homes. It is a trust built over time and perhaps the clearest measure of the company’s success.
We also meet Chiara Benvenuti, whose more than ten years of experience are dedicated primarily to contractors and construction projects. This field requires not only deep knowledge of materials and technical solutions but also exceptional listening skills and an understanding of people’s needs. Interpreting project requirements and identifying the most suitable solutions are fundamental aspects of her work.
More recently, but already playing a central role, is Consuelo Conficconi. With an artistic and architectural background developed through high school and university studies in Turin, she brings specialised expertise in design and 3D rendering. Her work transforms clients’ ideas and aspirations into virtual spaces, allowing them to visualise the finished result before construction even begins. Today she divides her time between the Sansepolcro showroom and the company’s Arezzo location, reflecting an industry where design is becoming just as important as the product itself.
On the ground floor, where flooring, building materials, stoves, and fireplaces are displayed, we meet Daniele Cravotta. Thanks to his strong technical background, Daniele has become a familiar face for customers seeking advice on indoor and outdoor flooring, wall coverings, stoves, and fireplaces. His expertise allows him to meet a wide variety of tastes and needs, whether clients are looking for a rustic, traditional atmosphere or a modern, minimalist aesthetic.
Speaking with the entire team, one thing becomes immediately clear: beyond their enthusiasm and strong attachment to the company, they share a common vision. Knowing the products is not enough. Anyone working in the home-design sector must first understand people. Every choice involves aesthetic, practical, financial, and emotional considerations. This is why listening, empathy, and the ability to interpret individual needs are just as important as technical expertise.
Another defining element throughout the company’s history is its strong connection to the local community. Even today, many customers enter the showroom remembering Aldo Giorni, the company’s founder—a sign of the lasting impact he left on the area.
When discussing current design trends, the team notes an interesting shift. After years dominated by minimalism, colour, personality, and warmer atmospheres are making a comeback. Rich tones, romantic influences, and softer shapes are returning, while materials and finishes are regaining character and individuality.
Bathrooms, too, are becoming increasingly central to interior design projects. No longer standardised spaces, they are now environments to be customised through colours, coverings, and details. The same trend applies to wallpaper, which has made a strong return thanks to its ability to add personality and distinction to interiors.
Technology also plays an important role in this evolving landscape. Advanced software, 3D renderings, and artificial intelligence tools make it possible to visualise solutions and streamline certain processes. Yet, as the professionals at Giorni Aldo emphasise, no technology can replace the experience of someone who knows how to read a space, understand a client’s needs, and transform them into a coherent project.
Looking ahead inevitably means addressing sustainability. Innovative materials, more efficient production processes, energy-saving solutions, and a focus on reducing environmental impact are already shaping the future of both construction and bathroom design. It is a meaningful transformation that is influencing the entire industry.
And yet, despite innovations and changing trends, the team believes that what continues to give meaning to their work is the opportunity to help realise people’s dreams. Every home tells a different story, and every project represents a chapter in the life of those who will live there.
Perhaps this is the secret behind Giorni Aldo’s sixty years of success: understanding that materials change, fashions evolve, and technologies advance, but the value of human relationships remains constant. After all, they are not simply designing bathrooms or living spaces—they are creating places that will accompany people throughout their lives.
Info: Giorni Aldo, Via Senese Aretina, 120 – Sansepolcro (AR), Italy / Tel. +39 0575 749836
Email: info@giornialdo.it / www.giornialdo.it
Showroom Opening Hours: Monday–Friday: 9:00 am–1:00 pm / 4:00 pm–7:30 pm
Saturday: 9:00 am–1:00 pm / Sunday: Closed