Niche and Co.
The Maison was born in Switzerland in 2013, conceived and raised by Giorgio Biella and Emilia Armida Chinigò.
Emilia Armida Chinigò
an Italian graphic designer, she has never been a person who blindly follow rules and conventions. At the age of 28 he left home and work, to live on a sailboat in the south of France: for four years he sailed and lived in deep contact with nature and the power of the sea, until she felt the desire to expand more her horizons.
She decided to come back to Italy, and resume the job she loved, but she also decided to take 4 months of the year to travel all around the world. For 15 years she travelled to discover traditions, philosophies, colors, flavors and scents of different lands: Greece, Turkey, Syria, Jordan, Lebanon, Saudi Arabia, Yemen, Iran, India, Nepal and Thailand, South America, Africa.
She discovered niche perfumery by chance: the love that she always had for perfumes brought about a change in her. She studies a lot and she made from her passion her business.
Piergiorgio Biella
Years ago he has been naturalized as a Swiss national – the country that he loves deeply because it has been free and independent for over a thousand years. Freedom and independence: two values that he has always expressed in his life – and now more than ever. His experiences as an entrepreneur goes from food production to commercial distribution, from gold and precious stones to art object.
The meeting with Emilia arrives at the exact moment when Giorgio is looking for a new and different kind of business.
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