The date that appears next to the brand name is the year Carlo Ginori began to research into and experiment with the so-called white gold, porcelain. Up to then, only China knew the secret to produce it. In 1737, he started in Doccia (in the hilly area of Sesto Fiorentino, just a few kilometers away from Florence) the manufactory that has been producing chinaware for European aristocrats and Jet Set members for three hundred years. The prestigious company, where artisan know-how has reached unbelievable levels of quality, reopened its boutique-museum in the heart of Florence, on Via de’ Rondinelli, after extensive renovation works. Among the cult pieces that are shipped all over the world every year are the dinner sets Oriente Italiano, which is painted and decorated by hand in 10 different color combinations, and the all-white Antico Doccia, which can be customized with one’s initials or family coat of arms, as well as the beautiful lamps and decorated eggs.