Fragrance house

Giardini Di Toscana

Giardini di Toscana grew from a family perfumery tradition that began in 1942 in Bibbiena, Tuscany, when Silvia Martinelli’s grandparents opened a small shop selling fragrances and ointments. In the 1960s, her mother, Irma, developed the business into a perfumery boutique. The brand later emerged from Martinelli’s work there, after customers asked her to create personalized fragrances. Martinelli is the brand’s founder, fragrance designer, and central creative figure. Its identity brings together family heritage and traditional recipes with contemporary artistic perfumery, drawing on Tuscan gardens, nature, memories, and an association between scent and color. Martinelli created Eremo and Madrigale in 2010; eight fragrances, including Bianco Latte, were launched toward the end of 2015. Bianco Latte brought broad attention to the previously little-known brand and is described as the viral fragrance that transformed the provincial artisanal business into a global brand. Giardini di Toscana is presented as a family business rooted in Bibbiena, with artisanal, Italian-made, genderless fragrances and continuity with its Tuscan origins.