A magical family trip brings an Italian tradition to the United States.
The story of VIETRI started with a mother, Lee Gravely, and two daughters, Susan and Frances, on a magical trip to Italy in 1983. While visiting the Amalfi coast, they stayed at the San Pietro Hotel in Positano where they fell in love with the colorful, handcrafted dinnerware at their hotel.
With what the trio describes as “typical family curiosity,” they arranged to meet the artisans and spend three days watching them work at a nearby factory. Friendships developed between the talented Italians and the charming southern women who were enamored with their work. The trio returned home with “mix-and-match” patterns featuring whimsical cows, horses, rams and fish called Campagna that would become VIETRI’s flagship dinnerware line.
The Gravely women decided they wanted to import the Italian dinnerware and become wholesalers, selling to upscale retailers in the US. They worked long hours, day and night, carefully researching all aspects of a new business that would quickly unfold before their eyes. The trio named their company VIETRI, Inc. after Vietri-Sul-Mare, a small Italian fishing village on the Amalfi Coast and a play on the phrase “tre vite,” Italian for “three lives.”
To gauge market interest and identify potential buyers, they showed a trunk of Campagna samples to specialty gift stores up and down the East Coast. Interest was universal. In April 1984, the Gravely sisters showed their products at the New York Tabletop Show. VIETRI was an instant hit, and the rest is history.
Today, VIETRI is the largest American wholesaler of handcrafted Italian tableware and home dÃ©cor products sold to the finest independent retailers and department stores, and is an industry leader in design, craftsmanship and customer service. The VIETRI brand combines the richness of European culture with a sophisticated American spirit. Fashion-forward yet classic, VIETRI’s products are designed to complement the American lifestyle and celebrate Italy and all that it encompasses — a love of life, people, nature, and simply good living.
VIETRI imports products from over 40 manufacturers throughout Italy. Many artisans are members of families with three or four generations of history, using centuries-old techniques. VIETRI seeks to preserve these valuable traditions by offering collections that will be passed down through generations.
Looking towards the future, VIETRI continues, with passionate commitment, to bring our customers great designs that are Irresistibly Italian.