Bruno Schiavi: Profile of an Entrepreneur
By Doug Singer
I am walking down Broadway heading toward Times Square to meet Australian born Bruno Schiavi, arguably the hottest new designer on the international scene. As I approach the W Hotel, I glance up and see a massive Sean “Diddy” Combs billboard towering over me pitching his new fragrance ‘I Am King’. With Schiavi’s impressive record of one success after another, it begs the question; will he be next to take the throne?
Bruno Schiavi’s story is an inspirational one. His multi-million dollar company, JUPI Corp, started out of his mother’s garage, with only $2,000 and a fistful of credit cards. His foray into the fashion industry began in the nineties with the launch of the innovative Pocket Sock. Conceptualized while working out at the gym, he designed a sock that could safely store items such as loose change, keys or cash. Feeling confident and ambitious, he started approaching all of the major department stores, but nobody was ready to buy. They all complimented him on his great design, but were not interested as it had no “product history". Being one who will not take no for an answer, he started mailing samples of his socks to fashion editors hoping that they would write about his creation. His grass roots effort paid off and Pocket Sock became an international hit with sales throughout Australia, in retail outlets including Target, Kmart, Myer and select stores in the US and Europe.
Riding the wave of his initial success, in 2002 he launched the anabella lingerie collection which was destined to take on a life of its own. Focused primarily on Internet sales, he was still operating out of his mom’s garage with the two of them diligently hand packing and shipping the product.
Ready to take his company to the next level, Bruno launched a high-end men’s underwear line. He enlisted the help of Luke Jacobz and Blair McDonough of “Big Brother” fame to help promote the line and he was on his way. His MensFit brand was a great success and it was eventually offered to a wider audience of consumers, at a more affordable price and distributed throughout Target stores in Australia.
The next celebrity pairing came when he decided to extend his anabella lingerie collection with the sell out release of Delta by anabella, a line co-designed with Australian acting and singing sensation Delta Goodrem. The line consists of French and Egyptian laces and beautiful fresh designs. Available in larger sizes, the collection was tailored to suit women of all shapes, a concept not typical in the lingerie world. The release of the Delta by anabella Xtreme Plunge Bra, in August of 2006, revolutionized the lingerie market in Australia. At this point the Bruno Schiavi team was 16 strong and riding high.
While all of these projects were brewing, Schiavi received a call from a friend who had landed a job as the assistant to Priscilla Presley’s business manager. She wanted to facilitate a meeting between the two as she felt they were kindred spirits. “You just think alike”. As a “huge Elvis fan”, he was more than a little excited. At their first meeting, their natural synergy turned their scheduled half-hour meeting into a productive three and a half hour meeting of the minds. Right then and there they decided to launch a bed linen collection called The Priscilla Presley Collection. Choosing to bypass the usual plethora of agents and lawyers, a partnership was formed -- just an organic relationship of two people with a shared vision. Four years later, The Priscilla Presley Collection has evolved into a full-fledged homewares collection, selling in the UK, Australia and Canada. Due to its tremendous popularity, plans are currently underway to launch the line in the US.
In March 2007, came the highly anticipated SCHIAVI collection, a line of Italian designer shoes. As we have learned to expect from Bruno Schiavi, the first shipment sold out in just ten days. To coincide with the unveiling of this shoe line, Schiavi enlisted nine Australian celebrities to co-design a limited edition shoe collection, which was auctioned to raise funds for Breast Cancer Research. The tremendous success of the celebrity shoe auction compelled him to design the second SCHIAVI shoe series offering celebrity co-designed pieces. Along with his commitment to raising funds for breast cancer, he is actively involved with The Leukemia Foundation and the fight against testicular cancer.
Schiavi next collaborated with cricket star Brett Lee to create an underwear line. AceStar by Brett Lee is available across Australia and launching in India in three months. It is stylish, sporty and very funky. Back on this side of the pond, Schiavi’s first US effort, brokered by Creative Artists Agency (CAA), is a joint project with Dr. Robert Rey of "Dr. 90210" fame. The line, Dr. Rey’s Shapewear, catapulted to success, racking up $1 million in sales in the first weekend. Already a favorite with celebrities such as Denise Richards and Carmen Electra, the shape wear collection offers women a unique range of body garments to enhance a woman’s natural assets. Celine Dion used the collection to perfect her look in her latest video “Taking Chances” and Usher’s “Love in this Club” video features the Xtreme Plunge Dress.
2009 promises to be an exciting year with the anticipated launch of Janet Jackson Intimates, a lingerie collection marking the most recent collaboration in a long line of celebrity pairings. Additionally, there is some talk of a Bruno Schiavi book in the works, which will share the details of his remarkable accomplishments in a very competitive industry.
Some might say that success follows Bruno Schiavi. But the fact is, he is a visionary with an incredible work ethic. His story inspires those who wish to chase their dreams. When asked who his inspirations are, he states, “In my eyes Sir Richard Branson is the ultimate visionary and businessman.” Also, “I’ve learned everything I know from my mom in terms of what a work ethic really is and how people should be treated and respected. She’s one of the greatest role models I’ve ever had.”
Schiavi gets hundreds of letters every month from people starting their own businesses who are seeking his advice. He personally returns every one of them with a hand written note. This is a glimpse into the man. He is interesting and interested. Since the early days, his story has changed significantly. He has been named in the BRW Rich List as a top Australian Fashion Entrepreneur for the last 4 years in a row, carving out a unique position in the fashion industry. He is a self-taught designer, a prolific businessman and a force to be reckoned with. His beautiful designs, impeccable taste and tremendous business savvy have been the driving force behind his collaborations with some of the world’s biggest celebrities. Often ego goes hand in hand with talent. Yet despite his amazing success, he is a refreshingly kind and real person.
“Make sure your work is your passion and make it your obsession and you’ll never work a day in your life. For me, my work is my obsession. I wake up in the morning and I can’t think of anything I’d rather do.”
- Bruno Schiavi -
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