About Us
Giovanni Vecoli is not just a shop, but a piece of Viareggio history, a place where past and present intertwine in every bouquet.
As early as 1915, Giovanni Vecoli cultivated flowers with dedication in the fields of Versilia. They were difficult times, just before the outbreak of World War I, but the land and its colours offered a safe sanctuary and a promise of beauty even in the darkest moments.
Passion and experience
After the war, Giovanni, together with his two friends and colleagues, decided to turn that passion into something greater. He combined floriculture with a dream: to open a flower shop in the heart of Viareggio. Thus, the first Vecoli Fiori shop was born in Piazza Garibaldi.
Over the years, the shop, which in the meantime established its permanent headquarters in the central Corso Garibaldi, became a landmark for the community.
The business became family-run with the involvement of Giovanni’s wife, his son and his two sisters, further solidifying that dream now come true.
Year after year, the tradition became more and more entrenched, handed down from generation to generation, like a flower which continues to bloom every spring.
Today, it is grandson Giovanni, who proudly bears his grandfather’s name, who preserves this extraordinary heritage. “He lived and breathed flowers”, he experienced the charm of this craft since childhood, observing every day the skilful hands of his family transforming flowers into works of art.
Selected from our gallery
Contact Us
For any information, please do not hesitate to contact us.
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+39 0584 962225
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