VALUES OVER CASH
How a fishermen's dwelling in a sleepy town became a lesson in brand values and purpose. A story about true conviction and a source of inspiration.
On an ordinary autumn day a couple of years ago, we had a memorable encounter, one of those that strike you to the core. Maybe not right in that exact first second, but with time, and talking, unknowingly leaving a trace that eventually helps you shape something.
We met Chiara in September, at the very end of summer season, in a house right on the beach boardwalk of Porto Recanati. The house belonged to her family, and she had transformed the fishermen’s dwelling into a small bed & breakfast, hosting three rooms she had meticulously decorated individually with antique furniture and her grandmother’s vintage linen and fabrics.
You could tell it was her passion project, and you could feel her commitment in every gesture; the choice of natural materials, eco-construction and energy saving actions, the focus on recycled furniture and handsewn textiles. These were all part of her own way of revalorising history.
Her approach to hosting guests was special, and the life she had chosen as a host wasn’t an easy one. Not because she didn’t love what she was doing—she did, and you could tell the moment you crossed her doorstep—but because she had made it her mission to truly make a difference in favour of conscious consumption.
“Well, somebody has to start at some point, right?” she told us, introducing us to her philosophy of completely eliminating plastic waste and offering exclusively vegan food and beverage options, yet never sacrificing her guests’ comfort. If that meant that one guest or another complained about not getting their cow milk cappuccino, refusing to try a plant-based alternative, it was a complaint she was willing to accept.
As the last and only guests at the end of the season, we were lucky enough to spend our mornings with Chiara discussing her vision of creating a place that contributes to a new, balanced kind of tourism, without sacrificing comfort. Talking about veganism, overtourism, social media, the relevance of baby steps in the right direction, and the role every single one of us plays when it comes to community, society, and the environment.
“Of course, I’m sorry if not every guest is fully satisfied and cannot make use of my philosophy. Then again, only if I remain true to my own vision of I Cucali, I can assure that it stays a place that serves its purpose to myself and others.”
It takes a lot of courage to prioritise values over cash, to not cave in to the soft option, especially in an industry that relies so heavily on individual sensitivities.
Chiara’s guiding principle was to inspire rather than impose—to demonstrate how beautiful conscious consumption choices could be, making I Cucali not a place of sacrifice, but one of mindful indulgence.
Staying with her was not just about the prime location and sea views, the charming details or the two elegant rescue greyhounds Tilda and Ginger; Chiara sought to host people who shared her vision of blending beauty with purpose, or, at least, were open-minded to engage in a new experience. She wanted people to truly take the time to understand her place and its spirit
In late summer 2023, we spoke to Chiara, she sounded weary after yet another busy summer season. Above all though, there was plenty of laughter in-between discussions about increased energy costs she decided not to pass on to her guests. “I know that many of the guests I genuinely connected with are price-sensitive, because they have no choice. I wouldn’t want to risk not making these connections anymore, because they are what fulfils me.”
In December 2023, Chiara’s generous heart stopped beating at the age of only 46, following a brief, unexpected illness, leaving a profound void for all those who deeply valued her for everything she was and stood for.
The future, the tomorrow, suddenly becomes the greatest luxury.
But how often do we truly make ourselves aware of this in our busy everyday lives? Are we aware of how influential each of us can be on shaping a better tomorrow for ourselves and others? What will be your next baby step of contribution?
Chiara’s unwavering vision and values had such a radiant effect on those around her that her family decided to continue I Cucali. Her steadfast commitment to a brighter tomorrow—this is what inspired us, and we hope this small glimpse into her story leaves a mark on you, too.
