Our story
Alba Dominante is the story of my family and the city of Pesaro!
64 years of passion for furniture and interior design across three generations.
Alba Dominante is more than a showroom of luxury Italian furniture – it is a family story, deeply rooted in tradition, emotion, and vision. Born in Pesaro, the heart of Italy’s furniture industry, and today brought to life in Belgrade, where my wife and I opened our boutique showroom together as a continuation of a legacy spanning more than half a century.
The Beginning – The Vision of My Grandfather, Giovanni Pucci
It all started in 1959, during the Italian "economic miracle", when my grandfather, Giovanni Pucci, started an agency for the sale and distribution of furniture in southern Italy - in the regions of Apulia and Basilicata. Without formal education, but with immense passion, empathy and belief in quality, he gained the trust of clients and became one of the pioneers in the field.
At that time, Pesaro was just beginning its transformation into the center of Italian furniture production. My grandfather traveled tirelessly for 12-15 hours to present new products to clients, often taking orders to trade shows with a calendar in hand full of orders. His energy and character left an indelible mark.
- My grandfather Giovanni Pucci with a business partner in 1965 -
The Second Generation – Growth and Professionalization
In 1975, the agency PUCCI & C was founded, laying the foundation for the next phase of the business. My mother Giannina and my uncles Gilberto and Luigi took on key roles in its development, investing in organization, branding, and building strong supplier relationships.
In 1978, a new chapter began with the founding of TABLES, a company specialized in producing components for furniture manufacturers, with a strict focus on high-quality materials – especially wood. Our collaborations extended to wood processing industries in former Yugoslavia, enhancing the quality and reach of production.
The 1980s were a time of expansion for the Italian furniture industry, and our family business thrived alongside it, riding the wave of enthusiasm, a clear vision, and a strong team spirit.
- My uncle Gilberto Pucci awarded in 1985 -
Transition and a New Chapter
After the unexpected passing of my grandfather in 1992, and the economic challenges of the 1990s, the business was restructured. My uncle Luigi took over the company Tables, while my uncle Gilberto and my mother continued running the agency for several more years. Eventually, my uncle Gilberto continued on his own, focusing on retail and the HoReCa sector in the Marche and Emilia-Romagna regions.
Meanwhile, I pursued a professional career in other industries, working on projects across countries and sectors, acquiring new skills and perspectives. But the scent of sawdust, the beauty of Italian design, and the names of our clients from Apulia remained etched in my memory.
- Giovanni Pucci in social events: the art of celebration -
Alba Dominante – A New Beginning in Belgrade
Today, together with my wife, I’m writing a new chapter in our family’s story. We opened Alba Dominante in Belgrade – a boutique showroom of luxury Italian furniture and interior design solutions. My wife played a crucial role in conceptualizing the space, selecting the brands, and crafting an atmosphere that blends Italian spirit with local sensibility.
Our mission is to present authentic Italian design – a perfect balance of function, emotion, and aesthetics – through carefully curated collections that represent the very best of the luxury furniture world.
This is our return to our roots, and at the same time, a leap into the future.
Alba Dominante – A new beginning. A new dawn.
Maurizio Valla
- Giovanni Pucci in social events: the art of celebration -