He’s the man who turned a pair of shoes into a billion dirham empire. But behind the charismatic Diego Della Valle’s immense riches and influence, there is a man who’s always been about the people — the people who work for him and his close friends and family.
That, he says, is his key to success.
“I am a simple man and I like simple things,” he tells tabloid!
Sometime in the 70s, Della Valle, who was studying law, decided to enter his family’s shoemaking business and transformed a moccasin into a distinctive high-quality driving shoe featuring dotted rubber soles. The stroke of marketing genius quickly caught on, turning Tod’s into a luxury powerhouse now incorporating many brands including Hogan, Fay, and Roger Vivier.
The 60-year-old has since spread his interests far and wide, becoming one of the most powerful men in Italy. He owns the Fiorentina soccer team, is a shareholder in the company that publishes Rizzoli books, and is paying for the restoration of the Colosseum in Rome among other projects.
Tod’s, the mother brand, already has a ready-to-wear men’s line and recently launched a women’s collection. Already with the strong following in the Middle East, the next step, says Della Valle, is to be a global powerhouse.
The Directory recently caught up with him to talk shoes, fashion and everything in between.
Q: You’ve successfully turned a small shoemaking business into one of the top European luxury brands. Looking back, at what point did you decide you wanted Tod’s to go big — like really big?
A: I always knew that, thanks to the high quality and to the valuable work of our craftsmen, Tod’s would become a leader in the world. It’s about not forgetting the brand’s roots, tradition, experience and genes. This is key to maintaining brand longevity. Men are very sensitive. It is necessary that you properly understand them.
I wanted to give something back to my employees and create a truly unique work environment. For me the headquarters symbolises the dream behind the product. If we make the best product in the world, we need to give our employees some of the care and attention that we put into our shoes. Then the level of quality and the attention to detail that you find in our products will be ensured.
Q: Tod’s is known worldwide for their Gommino driving shoes, what is it about that shoe that’s made it a lasting classic?
A: I did not foresee this success when I conceived the first pair of Gommino but I always had, since I was young, big projects and dreams in my mind, and on that occasion I saw the possibilities and the potential of those shoes.
At the end of the ‘70s I thought of a flat and ultra-soft loafer, sewn entirely by hand, with the rubber pebbles on the outsole: so simple and it worked.
I think its success is due to the fact that it is a product that “can be used” and you “want to use”, rather than something that you just possess. It is a product for people who travel a lot: from the particular construction to the stitching, everything is perfect.
Q: What do you want to achieve for Tod’s next? What’s the next realm you want to conquer?
A: In my business, I always take into account the values people who live simple lives in provincial cities cherish in their daily life. People living in large cities and businessmen who seek to achieve success in a competitive society tend to forget these values, although they are fundamental core values that human beings should not lose. To get these goals, we have to keep evolving with new collections, without forgetting our roots.
Q: How much is your family involved in the business?
A: Tod’s has always been a family business. The roots of our company lie in the craftsmanship passed down from generation to generation. Even today, this is our most valuable asset. We will preserve our DNA and pass it down to future generations. In other words, we know what path we have to take, but it is important for us to add modernity in each period during our journey. The appeal of Tod’s is based on the best balance between firmly established traditional craftsmanship and contemporary Italian style
Q: Is it important for you to keep it a family-run business?
A: My father emphasised three main principles: dignity, duty and happiness. We never harmed our own reputation, and this has been passed on from one generation to the next. Furthermore, by following the three golden principles, everyone expressed his or her dream and brought forth aspiration and innovation.
But I believe that the most important for us to be our regular customer, even that of the Italian province who can understand and fully appreciate the value of our products and the things done well.
Q: How does Diego Della Valle unwind?
A: I love simple things, like spending time with my family and relaxing with them. Capri is my favourite place where I can spend time with my family and my friends.
