Jaime Daez, managing director of Novamobili and founder of Fully Booked, got wind of the brand when its principals talked to him (among five others) regarding setting up in the Philippines.
Various factors contributed to Daez being selected as the local partner, with being a devout lover of architecture and design chief among them.
went to the furniture showcase in Milan to check out Novamobili
's booth last year, he
fell in love with "the modernity and youthfulness of its designs."
Italy is known, of course, as an international design capital; a handful of them are already operating shops in the country.
What has attracted him to the brand is the fact that all the pieces are still designed, crafted and manufactured in Italy.
Despite the provenance of the furniture, Daez
is quick to assure that "our price level can compete with other foreign furniture brands which outsource most of their manufacturing process in Asia."
The presence of international players in the furniture market, says Daez
, has made the competition more intense.
is confident that Novamobili
can hold its own, especially with the unique values ingrained into the DNA of the brand.
"I hope our customers realize that quality craftsmanship can be obtained at relatively affordable prices, something I feel which is not so prevalent in the market especially for furniture brands coming out of Italy," he