“Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.
The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features Alfonso de Gaetano, founder and CEO of digital wine membership Crurated.
In this Q&A, Mr. de Gaetano discusses learning lessons from football, technology as a luxury catalyst and his most-requested dish.
Here is the dialogue:
What was your first job ever? What did it teach you?
I began my career as a footballer, which taught me discipline, teamwork and perseverance, before moving into management consulting, which provided me with invaluable skills and insights for building and scaling business across all key functions.
I went on to launch a pizzeria in Lebanon in 2009; I’m a native Neapolitan! It was a small investment that took a lot of work, but the opportunity allowed me to learn from the mistakes I made that will not be repeated again in future personal investments.
Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?
Overcoming an injury and coming to terms with the fact that my career as a professional footballer wasn’t an option anymore instilled a drive in me like nothing else. It taught me resilience, adaptability and the ability to channel setbacks into motivation – skills that have been critical to my success both personally and professionally.
What is the best piece of advice you’ve ever received?
Make yourself redundant. One of the most valuable lessons I learned from my former manager at Google was the importance of empowering your team.
By helping them manage their business independently, you set them up for success while positioning yourself to move on to the next challenge.
How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?
The industry has changed significantly in the last decade, harnessing the capability of new technology being one of the main catalysts. Combining technology with a luxury product is the area where we’re leading against our competitors, guaranteeing the quality and provenance of our product, direct from the producer to the client.
Consumer habits and preferences are constantly evolving too. Despite the last few years being a challenging environment for fine wines and luxury goods generally, we’ve managed to grow our membership to over 8,000 with over 65 percent of our customer base being under 45 years old.
This younger audience will mature and grow over the coming decade. The technology we’re still adopting and understanding today will become the norm, reshaping the industry in the years to come.
What recent projects have ignited your passion for working in luxury?
We recently launched the Crurated Metaverse, offering our members a spatial experience to immerse themselves in the provenance of their wine and spirits. Enriching their wine collecting journey, the Crurated Metaverse includes virtual cellar experiences where owners can showcase their bottles, deepen their knowledge and virtually walk guests through their wine and spirits collection – providing an immersive luxury experience alongside the physical.
Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?
It would be Jeff Bezos. I’d be interested in discussing what we’re doing and getting his thoughts on how blockchain can impact distribution in the future.
Additionally, I would suggest exploring a joint venture for fine wine distribution, specifically focusing on improving cold chain infrastructure, especially for the last mile.
How do you get into the right mindset before a big meeting or presentation?
I make it a priority to be thoroughly informed about the people I am meeting, understanding their background and perspective wherever possible. This helps to tailor my approach and anticipate their needs or expectations.
I also take time to outline the key points I want to address during the meeting, ensuring I stay focused on the objectives and can communicate effectively.
On your days off, what can you be found doing to relax or have some fun?
Exercise is essential to me. I used to do a lot of yoga and this year I have taken up reformer Pilates, which I really enjoy.
Another one of my favorite ways to relax is to cook. I love transforming ingredients into beautiful dishes and flavor combinations – it’s a challenge that requires my full attention. According to my friends, rigatoni bolognese is my best dish.
In summer, you’ll find me in Italy. Capri, the Amalfi Coast, Forte dei Marmi and Sardinia are some of my favorite places to spend summer, and I love to spend one or two weeks in the Alps each year.
What does luxury mean to you?
It’s not just about exclusivity or price, it’s about connection and emotion – the intrinsic feeling a product or experience emotes is the true essence of luxury, creating a lasting and meaningful impression for myself and my loved ones.
Whether a product or service/experience, what is your favorite luxury indulgence?
My favorite luxury indulgence would have to be attending wellness retreats in incredible locations around Asia. Thailand, India and Bali – these are some of my favorite destinations for mental and physical wellness.
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