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in merchandising at Brunello Cucinelli and inspired by Ralph Lauren, the mannequin serves as a sort of Rorschach test for customers; 10 different people will see 10 different stories in them, but each one catches the eye.
Baroncini’s ability to create a unique and personal shopping experience has drawn a diverse clientele, ranging from young trendsetters to more seasoned shoppers. Despite never positioning his brand as a modern take on old-school luxury, he has successfully tapped into a broad audience. While the affluent locals in his swanky suburban location form a part of his customer base, his savvy use of social media plays a major role in his widespread appeal.
His Instagram goes beyond selling products; it’s a gateway to a lifestyle — an intoxicating blend of Californian-Italian aspirational allure, much like how Ralph Lauren sold the “American dream.” His feed offers a mix of product shots and personal glimpses: photos of his wife, Pia, their two children, and their beloved bulldog, Ciro, alongside scenes of Baroncini making pasta in his backyard, driving vintage cars, drinking espresso, smoking cigars, and sharing inspirations along the way. It’s not just a curated feed; it’s simply Baroncini, as the kids say, living his best life.
Indeed, while the Pasadena store and the social presence have been important, the essence of Ghiaia lies in its materials and craftsmanship. Its clothes are sourced from high-quality natural fibres, made in Italy in a neutral palette with sun-faded reds and yellows. Products like his popular
fisherman sandal are masculine while still playful, and intricate without being intimidating. Baroncini’s seasonless approach means that his customers can shop based on their needs, not the season. Essentials like a navy cashmere sweater, a bathing suit, a brushed cashmere overcoat, and shoes are always available. This also allowed Ghiaia to expand its offerings made from a few high-quality materials from select suppliers and use them across the collection.
It all comes together in a wardrobe of timeless, iconic pieces that Baroncini hopes you’ll connect with deeply. “Whether it’s a favourite jacket or a pair of shoes that make you feel like Superman, these items are meant to become part of your personal style and your story. If something doesn’t make you feel great or isn’t something you’d want to keep for a long time, it’s not worth buying,” he says. “If I can create something that resonates with you, even if it’s just a small detail, that’s what excites me. It’s a lot of work, but it’s worth it.”
Looking ahead, don’t expect Baroncini to shift his focus to digital spaces. “I want 10 Ghiaia stores to create jobs and teach people how to make clothes. Through these physical spaces, people can quickly understand the craft. If you ask where I’d invest, I’d put it all into that.” While he can’t clone himself, with his dedication, natural magnetism, and more than a few cups of espresso to fuel his mission, he shouldn’t have any trouble spreading his vision exactly as he sees it.
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