Elisa Gera: The European aristocrat in Philippine pearls

Elegant" is a much-abused word in all lifestyle reporting. But elegant is exactly the word that describes Elisa Gera, the president/CEO of Acca Kappa, who met me at the Treviso airport. Looking lovely and statuesque at 5' 9", she simply stood out from the line of welcomers in her white linen blouse, beige pants and white sandals. Her beauty reminded me of Ali MacGraw (Love Story), and her gentle manner of speaking, so very Jackie O. But Elisa is not the type who would be bothered by such celebrity allusions. "Ali who?" she asked, and when she said she had just turned 40, I realized that I should have mentioned Amanda Peet instead.

The only accessory she wore was a single strand of South Sea pearls, and she proudly said, "I got these pearls in your Greenhills shopping mall during my recent trip to the Philippines. I wear them so often, they are so beautiful !"

What? An heiress of noble lineage (she has barons and baronesses among her ancestors) preferring our pearls over some crown jewels? That’s nice. And as I looked at her Hermés bag, she must have read my mind (that bag costs the same as a brand new Japanese car), for she quite apologetically explained: "My mother gave this bag to me eight years ago. I would never have bought it myself."

If humility or going low-key is usually a mark of the old rich, it is because their children imbibe the quiet elegance (yes, that word again) that pervades their lifestyle.

Elisa comes from a clan of industrialists who achieved success through the dignity of hard work and creativity. "Though my mother, Virginia Krull, never worked – for during her time women looked after the home and children – my grandfather worked till he was 90."

While Elisa took over the Krull business empire, her brother continued the textile business of their father, Francesco Gera. The Gera family also figures prominently in the wine industry. In Treviso’s school of wine, there stands the statue of Elisa’s great-great-grandfather, also named Francesco Gera (again, the desire to continue a revered name and legacy).

Elisa is married to handsome and renowned architect Massimo Favaro, and they have a pretty daughter named Virginia. She is the third Virginia in the Krull clan, for she was named after two other Virginias, one of whom was the Baroness Von D’ Aumiller of Venice.

For three days, Elisa took me on a tour of her beloved Treviso, and her choices of places reveal her love for culture and history.

What better way to introduce me to the history of her hometown and its environs than by booking me at the charming Hotel Villa Condulmer, a 16th-century Venetian villa by a lake, now rated as a five-star luxury hotel, where once stood a Benedictine monastery in the 12th century? For lunch, we went to Antica Torre, a Michelin-listed resto in Treviso’s old town center in a tower from the 11th century, where books and artworks surround you while you taste the best of Italian cuisine. For still another interesting repast, she took me centuries back to the time of Venetian warriors as we went uphill to reach CastelBrando, one of the largest and most ancient European castles, now situated amid six museum areas. For dinner, we agreed it would be at the famous Harry’s Bar in Venice, the fave meeting place of writers, artists and aristocrats, where Ernest Hemingway used to have his own corner.

Excerpts from our interview:

PHILIPPINE STAR: For an Italian who has spent most of your life in Treviso, you speak English with a hint of an American accent.

ELISA GERA: Oh, that’s because I went to college at Boston University where I took up communications. And journalism. I like writing. I used to write fiction, but now I have no more time.

Why did you choose to study in America?

For an international view. Acca Kappa is a very Italian company that has gone international these past decades. It’s very important to train and work outside your own company and outside your own country for a more global perspective.

So what did you learn in America?

Marketing. Some lessons which are applicable to our company.

But obviously, unlike most brands today, Acca Kappa doesn’t go for the usual marketing strategy of using celebrity endorsers.

Definitely, we want people to buy Acca Kappa not because J-Lo wants it, but because it is good. We believe our products can sell themselves. So many celebrities in Europe and America use Acca Kappa, and a lot of royalty like it, too, but we don’t like to namedrop to sell our goods. Our target is the upper market which goes for real quality. Ours is the preferred brand for amenities in the First Class section of certain airlines, as well a lot of luxury boutique hotels and suites of hotel chains like Four Seasons.

Yes, even your packaging has a very elegant and sophisticated look.

That’s right, we prefer very clean and simple designs. The only product where we print images is the soap, where we put nice photos of the flowers that define the soap’s scents.

As an Italian student in America, what did you appreciate most?

Oh, I liked their way of living, which is very casual and informal, as compared to Europeans who are formal. Americans are very straightforward and very open.

Did you get to work for an American company after college?

I really wanted to have work experience outside of Italy. I ended up working for J. Walter Thompson in Paris for one year.

You love to travel. Which are your favorite places?

Africa, because I love places which are very natural. I like animals, especially horses.

In terms of geographic regions, what is the profile of your market?

Some 20 percent of our products go to the United States, 30 percent to Asia, which is now our fastest-growing market, and the rest to Europe. We have just opened our outlet at Harvey Nichols in Dubai and our Las Vegas store, which opened in l997, is doing well. We are in all Harvey Nicks.

What makes Acca Kappa different from other brands?

The philosophy of our company is different. For us, it’s not about earning money or creating waves in fashion. It’s more like continuing a tradition for us, my family. And that is the tradition of providing high-quality products made from natural ingredients and using simple designs. Those are the three basic values we follow. There are many choices in the market, but in the future, people – especially the upper market– will look more and more for quality. Our goal is to develop very selective, special stores.

Aside from keeping this tradition, what lessons have you learned from your family?

To be honest, to be serious, and to be hardworking.