Driving home to the Chianti Clubhouse from the Arezzo Flea Market, Blair said, “I want a spritz!” By happenstance, the tower of Castello Vicchiomaggio peeked out from the trees atop the hill. “Turn right,” I instructed Tina, and we wound our way up through the vineyards and olive groves.
Dating back to the 1400s, Castello Vicchiomaggio boasts a grand façade and a reputation for producing award-winning wines, particularly Super Tuscan blends. Over the centuries, it has hosted luminaries such as Leonardo da Vinci, Michelangelo, and… well, us—stopping by for a spritz and a view. Kelly sighed, “This is living.”
My clients - 3 Graces Antiques - are here sourcing antiques for their booths in Round Top and High Point. I am proud of them. They have achieved their 5 year goal in 18 months. But more than that, I invited them to stay for a week because true mentoring happens organically—a long conversation over a glass of wine in a vineyard. By the next morning, we’d already planned a visit to the castle next door. We were taking a break from antiquing to indulge in a wine tasting at Castello di Verrazzano.
Buying antiques is like doing a wine tasting. Just as in antiques, there’s good, better, and best. If you educate your eye—or palate—you come to recognize quality.
Vicchiomaggio and Verrazzano are the castles of my town, where I have the #ChiantiClubhouse and my #antiqueswarehouse Greve in Chianti. Both are noble fortresses in Tuscany with storied histories and present-day charm.
Castello di Verrazzano, a 12th-century castle, is the birthplace of Giovanni da Verrazzano—the explorer who discovered the bay of New York in 1524, predating Hudson. The castle has been owned by noble families for centuries.
These two castles are not merely neighbors; they represent the essence of Chianti’s history, where nobility, wine, and art intertwine. Each stands as a testament to Tuscany’s enduring legacy—Verrazzano with its ties to exploration and classic Chianti, and Vicchiomaggio with its Renaissance allure and artistic associations.
The tale of these two castles is a story of legacy, rivalry, and harmony—where stones whisper of the past and rolling vineyards speak of a future rich in winemaking passion.
While they now collaborate, historically they were feuding enemies.
Centuries ago, both Castello di Verrazzano and Castello Vicchiomaggio were more than vineyards and fortresses—they were powerhouses of wealth and influence. The noble families who owned them were deeply entrenched in the political and economic rivalries of the time. Both coveted the fertile hills and valleys of Chianti, crucial for controlling wine production and trade routes to Florence.
The feud peaked during the 15th and 16th centuries, marked by skirmishes over boundary lines, sabotage of wine shipments, and strategic marriages aimed at consolidating power. Rumors swirled of secret tunnels beneath the hills, used for spying and clandestine raids. Oral traditions even tell of vineyards set ablaze under moonlight and barrels of wine poisoned to undermine each other’s trade.
What finally ended this centuries-old feud wasn’t a dramatic duel or a royal decree—it was the steady march of time and shared interests. Economic pressures in the post-Renaissance era encouraged the families to focus on survival and prosperity rather than rivalry. By the 19th and 20th centuries, both estates saw the advantage of collaboration over conflict, with local wine consortia and regional branding efforts uniting producers to promote Chianti Classico globally.
Modern ownership changes mean both estates are now run by families focused more on hospitality. Today, Castello di Verrazzano and Castello Vicchiomaggio are more partners than rivals. They both offer wine tastings, tours, and events celebrating Chianti’s heritage. Their joint participation in the Chianti Classico Consortium promotes the entire region’s excellence. Rather than sabotaging barrels, they now toast glasses together, proving that time—like a fine Chianti—can mellow even the fiercest rivalries.
So, what does a tale of two castles have to do with the business of antiques?
One of the tenents of my Antique Dealer Training Program is Always Be Learning… And You Can Learn from Anything. Observe the world around you and see what the world can teach you about your business of antiques. There might just be a connection. Whether its wine, or tennis… sailing… the metaphors continue. What lessons have you learned in life and antiques? Share your sory. Toma@antiquesdiva.com
1️⃣ Competition is Healthy—But Collaboration Wins the Long Game
Today, their unity under the Chianti Classico Consortium has made both estates stronger and more globally recognized.
🔑 Takeaway for Antique Dealers: Compete fiercely to improve your product or service, but remember—strategic alliances, partnerships, and collaborative marketing can amplify your success. The pie is often bigger when shared.
2️⃣ Adaptation is the Secret to Longevity
These castles survived wars, political shifts, and economic upheavals by adapting—through strategic marriages, evolving winemaking practices, and embracing modern tourism and hospitality.
🔑 Takeaway for Antique Dealers: Flexibility isn’t weakness; it’s survival. Antique dealers who evolve with changing markets, consumer tastes, and technology will endure, just like these timeless estates.
3️⃣ Legacy is Built on Storytelling and Quality
Both castles are now symbols of history, not because they merely existed but because they told compelling stories—of explorers, artists, rivalries, and reconciliations. And they backed those stories with quality wines and experiences.
🔑 Takeaway for Antique Dealers: Build your antique store not just on products but on stories that resonate. People connect with authenticity, heritage, and a deeper purpose behind what you offer.
4️⃣ Time Transforms Rivalries into Relationships
What was once a bitter feud between these castles has become a model of mutual respect and shared success. By focusing on the bigger picture—preserving Chianti’s legacy—they turned old enemies into collaborators.
🔑 Takeaway for Antique Dealers: Today’s competitor might be tomorrow’s ally. Nurture relationships, stay open to reconciliation, and recognize when collaboration outweighs conflict.
5️⃣ Play the Long Game
Neither Verrazzano nor Vicchiomaggio focused solely on short-term gains. Their commitment to land, heritage, and community sustained them through centuries.
🔑 Takeaway for Antique Dealers: Think beyond quick wins. Build an antiques business with depth and a vision that can weather storms—financial, political, or personal.
🍷 The Final Sip (Or the Last Antique)
The tale of these two castles whispers a truth every antique dealer should savor:
“Fortresses are built not on isolation, but on foundations of collaboration, and shared vision, plus a little bit of cowboy grit. #Resilence”
Whether in wine, antiques, or life itself, success belongs to those who compete with grace, adapt with courage, and connect with heart.
Xoxo, Forever,
Toma
PS. If you would like to book an Antique Buying Tour, a free one-on-one business coaching session or inquire about our Antique Dealer Training Program email toma@antiquesdiva.com
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