If you're thinking about building a fashion business in Milan, this is the reality check worth hearing before you arrive.
Peter speaks with Zofia Żelichowska-Walczak, the Polish founder of Ciriana, who has spent more than a decade building her fashion business in Italy.
Zofia talks candidly about what it means to build from outside the traditional Italian fashion system: finding the right suppliers, working with Italian craftsmanship, navigating costs and competition, and learning from the failures that come with building a company from scratch.
She also explains why Milan can give a founder access to an extraordinary product and manufacturing ecosystem - but why building the business still requires patience, commercial thinking and the ability to look beyond Italy when it comes to selling.
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