The Years at Pastorelli
In the fall of 1986, my life took another unexpected turn. Thanks to Medardo Maseroli, I met Alberto Pastorelli and was given the opportunity to represent Ceramiche Pastorelli throughout the Benelux. Alberto was a co-owner of the Ceramiche Pastorelli group. Half of the company belonged to Alberto and his sister. The other half was owned by their three cousins. It was therefore a true family business, in which tradition, craftsmanship, and responsibility were passed down from one generation to the next.
The first time I saw their collections, I immediately understood that they were far more than simple ceramic tiles. Every collection had a character of its own. Special attention was paid to the colors. The surfaces. The finishes. But above all, to quality. Once again, I felt like the young sales representative who, years earlier, had discovered the world of espresso.
Only now, the aroma of freshly brewed coffee had been replaced by the smell of clay and glaze, and by the heat of blazing kilns. From the very first day, I promised myself that I would not be merely a representative. I wanted to be a partner. To the factory. To the importers. To the architects. To the tile dealers and installers. I wanted everyone to feel that they could rely on me. Alberto gave me all the freedom and responsibility I needed to do that.
He entrusted me with the assets of his company. The quality of its products. The Pastorelli name. Its customer relationships. And the development of the brand in the Benelux. That trust was priceless to me. Alberto had a wonderful personality. Despite his position within a major ceramic group, he had remained a humble and approachable man. He listened. He showed respect.
And he understood that a good collaboration rests not only on figures and contracts, but above all on mutual trust.
Our collaboration was held in very high regard throughout the ceramic industry. Not only in the Benelux. Even many Italian competitors knew and respected the way Alberto and I worked together. Everyone could see how well we complemented one another. Alberto knew the factory, the production process, and the possibilities of his collections.
I knew the Benelux, its customers, and the best way to present Italian products there. Together, we formed a strong team. It meant long days. Very long days. Every morning, I left home early. On some days, I drove hundreds of miles. From Antwerp to Luxembourg. From Ostend to Maastricht. From Brussels all the way to the north of the Netherlands.
When most people had already finished their day, I was often still writing reports or preparing the next day's appointments. Yet I never considered those endless miles a burden. Quite the opposite. My car had become my second office. It was where I thought. Where new ideas were born. Where I prepared my conversations with customers. And sometimes I drove for hours in silence, watching the landscape pass by while thinking about the future.
Alberto came to Belgium three or four times a year. Together, we visited our customers throughout the Benelux. We listened to their experiences. We discussed what was working well and what could be improved. But his visits were also important moments for thinking about the future. We spoke about new collections. Colors and sizes. Changing tastes in the market. And projects we wanted to develop together. Those meetings were never merely professional obligations.
They brought us closer and strengthened the trust that had grown between us over the years.