Chapter 19 DOROMA - When a Dream Was Given a Name
DOROMA was the first business I gave a name drawn directly from my family: DO for Dorina, RO for Renato, and MA for Marco. The she-wolf in the logo referred to my Italian roots. In this way, the brand carried something of our family and of my desire to build something independently.
DOROMA grew one customer at a time through hard work, personal service, and trust. At the same time, a new path opened toward Italian ceramics and design, and my attention and resources became increasingly divided between DOROMA and ITALIA IN.
FAEMA and DOROMA—two names that shaped my love of coffee and my path as an entrepreneur.
When I entrusted the day-to-day management to someone else, I lost sight of what was really happening. Decisions were made that weakened DOROMA, but the ultimate responsibility remained mine. I should have kept a closer watch and intervened sooner. The ending was painful and taught me that trust must never mean handing over your own responsibility.