By Our Editorial Staff
Ilaria Farinelli is proof of how energy, expertise, and practicality can coexist in the same person. With her casual look, authentic presence, and quick pace, she welcomes us to her shop on Via Ticino, in San Martino in Trignano, with a naturalness that immediately puts us at ease. The friendliness, warmth, and reliability with which she welcomes customers and visitors reflect an inner confidence built up over time, that of someone who has always believed in her ideas and her craft. Over the years, this approach has made her a point of reference for outdoor enthusiasts and others, attracting customers even from outside the province.
A place that follows people, not trends. Ilaria Farinelli tells us all about it.
Ilaria, let’s start from the beginning: how did Caccia e Pesca Ilaria come about?
It came about very naturally. There wasn’t a big plan at the beginning, just the desire to create something that made sense to me and to the people in the area. I already had a passion for hunting and fishing, as well as a desire to work honestly and directly with customers. The shop grew with me, one step at a time.
This year you will be celebrating twenty years in business. How does it feel to look back?
It has a certain effect, yes. Twenty years go by quickly. It was 2006…but more than the numbers, it’s the people that strike me: customers who have become friends, kids who used to come in here with their fathers and now come on their own. That’s what makes you realize you’re doing something right.
How important is customer trust today?
It’s everything. People come to me because they know they can ask for honest advice. I never sell anything I wouldn’t use myself or that I don’t think is suitable. This applies to hunting, fishing, the outdoors, and even fireworks.
Getting people to come back is every retailer’s dream. What’s your secret?
Understanding who I’m dealing with. Every customer has different needs, and the right advice always comes from there, not from the most expensive or fashionable product. This is especially true for technology: GPS, satellite devices, Garmin instruments, extraordinary devices that only really work if they are explained properly.
Speaking of Garmin: today, the store is an important point of reference.
Yes, it has become one over time. I work a lot with Garmin, both for GPS devices for hunting dogs and for high-end sports watches. Suitable for trekking, fitness, and popular sports such as padel, they are in demand as a practical alternative to traditional handheld devices. Those who buy here know that they also get free configuration, initial assistance, and ongoing support.
Over the years, you have greatly expanded your product range, especially in the fireworks sector.
That’s true. Fireworks have become an important part of the store. They are sold all year round and are a service that customers appreciate, especially for private parties, events, and celebrations. The best sellers? Definitely the 200 and 400-shot batteries: spectacular, easy to use, no gun license or permit required, and of course reserved for adults.
And today we also celebrate gender reveal parties…
Yes, more and more. It’s a simple and engaging way to share a special moment with friends and family, revealing the sex of the baby in an exciting way. Instead of the classic firecrackers, blue and pink flares add that dramatic touch that makes the moment memorable, without sacrificing simplicity and safety. Non-toxic, they can also be used indoors, with a beautiful surprise effect.
In an increasingly fast-paced and impersonal market, how do you maintain your identity?
In twenty years, markets, habits, and even people change. That’s why I’ve added e-commerce to my physical store, but in a very selective way: online, there is a targeted selection of products. I prefer to talk about the rest in person, because certain items need to be seen, tried, and explained.
If you had to describe your store in three words?
Reliable, competent, human.
Looking to the future, what do you imagine for Caccia e Pesca Ilaria?
To continue growing without losing my identity. To update myself, improve services, but remain who
I have always been: a person who works with passion and respect for those who enter the store.
A final message for Valley Life readers?
Come in, even if just out of curiosity. Here you will find products, of course, but above all, a listening ear, experience, and passion. And that, in the end, is what remains.
Info: Caccia e Pesca Ilaria di Ilaria Farinelli, Via Ticino, 12 San Martino in Trignano (Pg) / Tel. +(39) 388 651 0297 / www.cacciaepescailaria.com
