CEMS Magazine | May 2011
Interview
Interview BY Blandine Avot Secretary General, CEMS Alumni Association
CSR: THE PERSONAL BELIEF OF THE GOOD OF CREATING VALUE FOR LOCAL PEOPLE Daniela Giardinieri has seen the world and loves exposure to an international environment, but she has decided to settle down in a small village of 3000 people on the beautiful Adriatic coast to follow her deep beliefs and bring her skills to the service of the growth of her native and beloved region, Le Marche, and its people. Daniela GIARDINIERE CEMS 2007 (NHH-ESADE)
Micro businesses can also have a real impact on environmental and social concerns. CEMS magazine turns the focus onto the Marche area, in Italy, and a local alumna. While still a student, Daniela was already the owner and manager of a sustainable fashion business, L.R 41 snc, styling women’s wear entirely produced by small companies in Le Marche. In 2008, she quit the garment industry, where the competition based on low costs of production and high margin would not let her put into practice her strong convictions. She resumed her studies, deepening her knowledge of tourism marketing and town and country planning. Since then, she has put her energy and skills at the service of the Marche region as a consultant: her goal is to put small companies that do not have the critical size to reach mass tourism in touch with people touring in Le Marche and interested in discovering local craftwork, art and art-de-vivre.
Creating value for small communities via responsible tourism One of the tools she is contributing to in order “to value small towns and local people” is the website www.paradisepossible.com. The concept is simple but of great efficiency for the associated micro-businesses as for the travellers: just select your passions and get a tailor-made itinerary through Le Marche, leading you out of the big roads to small local producers and artists. This website will soon open to new ventures in Ireland and in North America. Her next project will focus on the conservation of the region heritage, committing people to “adopt” an historical site. This is how in Le Marche the development of responsible tourism generates revenues to local people and preserves life and economics in remote tiny villages.
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