Prota Fiori is a brand that sits at the marriage of luxury and sustainable fashion. Can you tell us a bit about your brand, and how you identified this gap in the retail space?
Prota Fiori, which means “protect the flowers” applies unique premium quality sustainable leather alternatives primarily from plant-based biomass and other circular materials to luxury footwear made in Italy like never done before.
Our mission is to preserve Italian craftsmanship with sustainability. The foundation on which Prota Fiori is built is based on what I love - my Italian-American heritage, what I know – how to make a luxury shoe made in Italy, and what I believe in – sustainability.
In 2018, after working in the fashion industry for over 10 years, I became increasingly aware of the impacts of fashion on the planet and climate change, and realized my career and values were not aligned, and thought, how can I make a difference?
At the time, there was a rise of sustainable sneaker footwear and I identified a clear gap in luxury footwear and saw the opportunity to build a brand from the ground up with my genuine care for the planet and expertise in Italian shoemaking to make an elegant, timeless shoe out of premium quality circular materials applied to Italian design and manufacturing, and use this product as a catalyst for change in the industry. The opportunity was clear and this is when Prota Fiori was born.
Sustainability was not a buzz word in fashion 2018. Although many leading fashion houses got it and were and are now trying to move towards sustainability, they are still slow and their shareholder structures require they often focus first on the bottom line.
Breaking an existing supply chain and manufacturing relationships is timely, costly, and if sustainability is not in the foundation of a business it takes convincing to change. It is also challenging to adapt existing brand values genuinely backed by action.
Authenticity of brand positioning aligned with environmental consciousness is quickly becoming required by the consumer who wants to know how, where and with what their shoes are made. And this is what we have had in our DNA since day one.
Prota Fiori fills a void and feeds conscious consumerism with authenticity, Italian design, quality and style in luxury footwear. We meet consumer’s needs today and represent a true brand asset in sync with the fashion industry’s direction.
Prior to founding Prota Fiori, I gained commercial and operational experience at Italian luxury houses such as Giorgio Armani and Valentino while simultaneously building a deep appreciation for and expertise in supply chain management and footwear manufacturing in Italy. Although my passion is my driving force for running the company, I believe that my rare combination of being a visionary and operational thinker allowed Prota Fiori to become a reality.
At the ideation phase of Prota Fiori in 2018, I had the desire to become a Certified B Corporation because I believed it would provide a powerful foundation to accelerate our environmental, social and governance impacts I wish to achieve. I had the confidence that I could create a physical product with my desired outcome however I felt the need to hold myself accountable for building a business for good and felt B Corp Certification fulfilled this goal.
We started the B Corp journey in April 2020 when we launched the Company, and it took 24 months to meet the rigorous criteria and due diligence of 300 questions on governance, workers, communities and environment in order to achieve the Certification. The Certification demonstrates our brand ethos and commitment to continuously improve and challenge ourselves to do better.
I am very focused on keeping my intuition clear and being able to listen to my gut instincts. I have grown to have a stronger faith than ever before and honor my spirituality. The more I lean into my inner compass and these aspects of myself, the better I am at running the business.
The role of the mentor and mentee is essential for my definition of success. I have been very fortunate to have exceptional mentors and without them I would not be where I am today. For example, I am continuously in awe of the mentorship of my Advisor Jessica Sibley, CEO of Time. Jessica brings me into important rooms that will open up doors for me and in those rooms I always meet at least a handful of other individuals that she is also lifting up. She makes time in her day to help others and give back despite her busy schedule and success. These are the qualities in a mentor that I look up to and aspire to be like in my leadership role.
I cannot live without my yoga and meditation practice. Taking care of my mind, body and spirit are essential for me to live a happy and healthy lifestyle, especially as an entrepreneur.
One woman I admire is my Mom. My Mom has shown me that tomorrow is not promised to be the same as today and because of that I have pursued my passions fearlessly knowing that life is unpredictable so why not do what I love, believe in and create a lasting impact while I can?
One secret to success that has changed my life is never giving up. There have been many challenging moments since we launched Prota Fiori five years ago that I could have quit but I’ve always believed in myself and my tenacity to keep going is what sets me apart from others.
More about Jennifer Stucko
Prior to founding Prota Fiori, Jennifer gained commercial and operational experience at Italian luxury houses while simultaneously building a deep appreciation for and expertise in supply chain management and footwear manufacturing in Italy. Prota Fiori, which translates to “to protect the flowers,” is a manifestation and reflection of Jennifer’s Italian heritage, her steadfast commitment to eco-friendly practices, and her deep respect for the technical excellence of Italian craftsmanship. By fusing premium certified circular materials such as apple and grape skins with the elegance of Italian design, Jennifer has sculpted a groundbreaking luxury footwear brand that epitomizes her unyielding dedication to both sustainability, style and innovation.
Stucko’s vision for Prota Fiori took shape in 2018 when she realized that her career path and personal values were not aligned and she set her heart on preserving the fragile beauty of our planet. With her deep reverence for Italian artisanship, Jennifer embarked on an arduous journey to create luxury footwear that leaves a positive impact on humanity. Her unwavering commitment led her to traverse the length and breadth of Italy, forging invaluable relationships with multi-generational artisans and meticulously building her supply chain from the ground up. Launching Prota Fiori amid the COVID-19 pandemic and with scarce financial resources, Jennifer’s tenacity and resourcefulness shone through as she raised an impressive and barrier breaking $1.8 million in primarily women and minority raised capital.
Passionate about the B Corp movement, Jennifer established Prota Fiori as a Certified B Corporation in 2022, not only to define the company’s mission to have a positive effect on the environment, implement sustainable business practices and promote women in business; but to lead the industry by example.
Jennifer’s achievements include a place on Fast Company’s World Changing Ideas List (2021), Footwear News Emerging Talent List (2020), and Luxury Daily Women to Watch List (2020). Jennifer is a member of Chief, the exclusive private membership network for women executive leaders. As a highly sought-after speaker at prestigious events like the WWD Sustainability Summit, HSBC Future Consumer Week, and Fast Company Innovation Festival, Jennifer’s genuine voice and forward thinking approach carries significant weight within the fashion, business and sustainability communities.
