How it all started

Together with my sister Alessandra and a friend, we established Admaiora group in 2002 and obtained an european fund of 32000 euros in 2003 – so Admaiora was registered as Srl (limited). Since Admaiora started there had been 500 properties in our portfolio, but our idea was not to be a mainstream house rental company: we want(ed) to be a company for professionals only, with exclusivity and, most of all, a great ground service.

After collecting properties and suppliers, in 2008 Admaiora has acquired a fully licensed and insured Tour Operator, Bono Tempo Travel™, that allows us to retail tour packages according to the European Law and we started its marketing and partnerships itinerary. The passion for aesthetics, good shapes and great architecture was the motive power for starting Admaiora – and it still is the power gas of the whole thing :)

Interview to Admaiora (by Özenc Yazar)

1) Alessandra: how has the company developed, e.g. how many houses did Admaiora start with and how many houses do they operate with now? We started with two friends and zero houses. That company failed. After one year (and a big failure) we knew what we wanted, and we presented a plan to EU for a financial help: we got it. We obtained 30.000 euros to start the company up. We started Admaiora with my sister and an other girl, who lent us an extra two thousand euros as a social capital. Eventually she left but we wouldn’t have made it without her. We contacted proprietors who were advertising on the internet and started representing them. One thing leads to an other and we got up to 500 properties after two years. Today we have 64. The best ones in Italy.

2) Juanita, I know that you have a history as a web designer, so what pushed you to open a company in a different segment of business? - I love aesthetics, good shapes, a great structure behind the shape: house can epitomise this more than a sequence of electrons. However, I didn’t decide anything: I substituted a friend who worked as a tour guide for a cruise company in the early ’90ies, and brought almost a hundred people to a wine tasting in a castle. It was magical and I am still ashamed for all the lies I told them – what did I know about wine and Tuscany, at the time? The very same sunday I went out for dinner with my boyfriend and then we saw this movie, Stealing Beauty, of Beranardo Bertolucci – about Tuscany, youth, roots. The day after I knew I wanted to do something of my life so that I could see those scenarios everyday. I know it sounds naive, but this is what pushed me.

3) Juanita: What was the vision of Admaiora when you started? To become artisans of luxury, poets of rentals, enthusiast of our daily job – and it still is.

4) Juanita: I have looked at your blog juanita.it and saw that you were born in Livorno would you please explain to me your commitment to Italy but especially the Tuscany area? My family is a melting pot and I was born in Livorno as a pure accident. I have chosen Tuscany the day I have seen it with adults eyes for the first time. I adore my region because it’s a land for questions, while many other places in the world suggest answers. It’s uncompleted. Wild. Pure. Not everyone can understand the implications of a trip to Tuscany, and this makes it even more attractive to represent. Regarding Italy: in each region we partnership with somebody like us, someone who lives there and it’s madly in love with the territory, to supply villas for our clients. I would want to live in each property we feature.

5) Alessandra: Would you please explain to me the main goals of Admaiora and are some of these goals fulfilled? We wish to become a loyal partner with an unbeatable know-how for our clients and retailers. We wish that when a great agent abroad think Italy, thinks Admaiora. Have we fulfilled some of our goals? Mah, judging on the quality of our retailers, I would say we are definitely on the right path.