An association, Lusso Gentile, that places heart and humanity at its core, offering a new narrative of luxury through the voices of those who embody the most refined forms of hospitality.
At the heart of the Lusso Gentile project lies a profound invitation: to rediscover empathy and kindness as the true treasures of a new kind of elegance. Here, luxury is not merely splendour but genuine care, a form of leadership that listens, connects, and nurtures sincere relationships. We meet Gianluca Borgna, president of the Lusso Gentile association, who leads us into a world where success is measured by the quality of the soul and of human connection, pointing toward a future that is both sustainable and deeply meaningful.
What are the founding principles of Lusso Gentile, and how are they reflected in your initiatives?
At the foundation of Lusso Gentile lies a simple yet powerful idea: in the luxury of the future, people will once again be placed at the centre, not only as clients but also as collaborators, leaders, suppliers, and citizens. Our mission is to make human qualities — empathy, attentive listening, emotional intelligence, a sense of responsibility, inspiration, authenticity, and kindness — something that can be taught, valued, and measured. In an era when artificial intelligence can and should relieve people from repetitive tasks, we believe humanity must reclaim its place in the realm of meaningful relationships. Our initiatives, from podcasts to educational programs in schools and companies, are all designed to foster this new awareness. The true value of an organisation is revealed by the quality of its relationships.
You are soon to become a formal association. What kind of vision or values must a company share in order to join your network?
We ask companies that wish to join to embrace not only a set of values but also a concrete method based on a clear vision and practical tools. Choosing Lusso Gentile means committing to making human development a strategic priority. This includes training people, rethinking leadership through the lens of human relationships, and using KPIs not only as economic indicators but as expressions of internal climate and well-being. We are looking for forward-thinking companies from all sectors of personal service that are willing not only to talk about change but to embody a different cultural model.
What kind of cultural and entrepreneurial vision does Lusso Gentile seek to foster in Italy and beyond?
The objective is ambitious yet necessary: to create a new language of leadership and success founded on humanity. At present, there is no structured network in Italy or internationally that begins from this foundation. We aim to be a point of reference for all companies ready to move from intention to action, a cultural and operational laboratory where tools, metrics, and stories can be developed to make the value of gentle power both visible and tangible. We are convinced that the future belongs to those who know how to inspire rather than merely sell, and to those who truly know how to care for people.
