[size=14]No public communication or showy advertising. Just a convocation for employees on the eve of Easter for a special gift: a cultural bonus of 500 euros for singles and 1.000 euros for those with family. Thit is Brunello Cucinelli initiative, which intends to promote the rediscovery of the huge cultural heritage and italian art. Employees will be reimbursed for money spent on all the cultural activities, such as going to exhibition or the theatre and for books. For the refund is necessary to provide the receipt to the company.[/size]

A strong idea in coherence with the humanitarian ethic of the business owner, who was among the first to raise the question of workers’ dignity, influenced by his father, a blue-collar worker who was originally a farmer:

“I was born in a countryside. We had a beautiful life although we weren’t rich. Then, we moved to the city when I was 15 and my father became a manual labourer. I saw him with his eyes full of tears for been humiliated by his boss. So it became the goal of my life: restore dignity to work” Cucinelli said in a recent interview.

In this manner, the Umbrian entrepreneur changes the work mentality, promoting the work as a tool for the personal and cultural growth.

[red]The company currently has 1400 employees, about 900 of this based in Solomeo, the medial village near Perugia in the central region of Umbria. And there are no differences between employees and labourers. [/red]

“Also salaries are similar.” he states. “Artisanal work is hard and repetitive. And if I make you overwork, I have stolen your soul”.