Royal houses can be split into two major categories, explains Norberto Lisi, co-founder of Royal Family. The former perform mainly institutional and representative functions, are generally very private and represented by a few European royal families. For the latter, private life is also public: they are large families, with princes and princesses from other cultures also, living in splendour and luxury.

The difference in the approach to purchasing is substantial, although both are very demanding in terms of quality (as well as a little unpredictable, he confides).

How does one become a supplier to royal houses?

In Norberto Lisi's experience, the former use trusted people who contact the supplier discreetly, at their express request or because they are recognised as a company with a reputation and reliability proven over the years. "A little like certain institutional leaders, Prime Ministers or Presidents of the Republic, who have very precise requests: an ashtray for the tables in Palazzo Chigi or an inkwell to be displayed in the foreground on the desk during the end-of-year speech'.

The latter type of royal houses is a different matter,” says Lisi. “They are often Emirs and princes, both Sunni and Shiite, for whom the pleasure of hospitality often goes beyond officialdom to become a personal pleasure. "They like to intervene directly in purchases and requests; they have much better taste than is generally believed, and they know quality and appreciate it. Once in contact with them, 'a company freezes, and they demand the utmost attention. Dozens of bodyguards scrutinise you and, with their earpieces, give instructions, while their usually large court scatters around the factory. Initially unfriendly, they become affable as the minutes pass, while a lady-in-waiting, usually a very elegant young woman, instructs the firm on the queen's or emir's needs. Their eyes scan the collection with feigned distraction, but then their requests are precise and they also appreciate some sincere denials, if they are well explained".

“We have been working with Arab countries for many years," says Marco Costoli Owner of Same Decorazione, "we have forged strong links over time and our Same brand is well known. In addition to this, our continuous presence at important international trade fairs such as HOMI allows us to present all our innovations and to meet our customers during those events".

In the experience of Giulia Scalvini, owner of Maison Claire, contact with a royal house takes place first with architects or buyers for clients who recognise a very high quality product, raw materials, and haute couture tailoring finishes. All with the utmost discretion and confidentiality. In fact, he emphasises, 'our customers are looking for unique products, designed, engineered and manufactured exclusively for their homes'

Each royal house has its own approach, explains Thomas Kettnaker - Export Manager at Robbe & Berking, some rely on their own royal purchasing department, others appoint a company to handle procurement. "In most cases they come to us with certain specifications, which are followed by several stages of selection and offerings".

Nuno Barra, Marketing Director of Vista Alegre Atlantis agrees: "It really depends on the royal house. There are situations where they buy directly from our sales teams and situations where they ask for proposals from 2 or 3 premium brands and then choose the proposal that best suits what they are looking for".

"Telling how to become a supplier to a royal house is not easy," says Fabio Cortese, owner of Cattin Porcellane d'Arte. Certainly, allowing potential customers to hold an item during a trade fair makes a difference, so that they can appreciate the details and understand the uniqueness and quality of particular workmanship. It is certainly essential to appeal to the aesthetic sense of a potential customer. Particularly wealthy customers like the uniqueness of the products to impress their guests, so they almost always customise their items, as they want to make them unique, they want to impress".

"An important part of our production is used exclusively for large companies whose end customers are royal palaces or inaugurations at the beginning or end of projects attended by kings and princes," explains Loredana Sandonà, General Manager of Gold Line. And she emphasises how the journey requires patience, availability and discretion: "the concept is to try and create a human relationship as well as a commercial one. No less important is the search for the right product, trying to respectfully recommend the most suitable solutions without ever distorting the customer's initial idea.