A Growth Engine for Europe

Glassworker Vanessa Cavallaro has used Eccellenze in Digitale to expand her business in response to growing demand from Russia, France, Japan and the United States. As well as diversifying her products, she has increased her presence on social networks and boosted website visits by 84%. Vanessa is the only woman in Italy to use wheel engraving, a technique dating back to the first century BC. She grew up in her father’s workshop, developed her own product range, worked with Dior and other leading brands, and now has a studio in the centre of Savona. She is planning to expand this, and sell her products online in order to focus solely on design. The experts at Eccellenze in Digitale saw the potential of Vanessa’s business, and helped her to activate SEO and use Analytics to monitor traffic. She is now reaching clients all over the world and has increased her sales by 20%, thanks partly to AdWords and state-of-the-art multilingual e-commerce. She uses videos, still images and social media to emphasise that her products are high-quality and Made in Italy. With the help of Google Trends and Google Market Finder, Vanessa has identified the foreign markets she wants to focus on. Google Display Networks lets her reach out to potential customers interested in upscale design. “Online retailing allows people like me to create and sell handmade art products to customers all over the world without a large investment.”