How do you react when a man who heads a multi-million dollar enterprise, owns four homes, a Ferrari, a silver Dolphin Jet, a football team and a few yachts insists (that too without irony) that he loves the simple life? Well, you’d wish your life was that simple! Diego Della Valle, president and CEO of the Italian luxury brand Tod’s makes it simpler by saying, “After I jet off to London or Tokyo for meetings, I’d like to come back to my home in the village. It’s in the middle of Italy, situated in a farm by the sea. My youngest son Fillipo goes to the same school as I did and I bump into faces that I’ve known all my life.” Never mind that his home in Cassette d’Ette is a sprawling former monastery with 18 bathrooms and 11 bedrooms!

Tod’s in its infant stage was a one-man show run by Valle’s grandfather Fillipo. Working out of a basement, he peddled handmade sandals to pretty girls on Sundays. His father Dorino founded the original Della Valle shoemaker in the 1940s. By the time young Valle became involved in the business, the firm was making quality shoes for stores around the world, including some departmental stores in the US.

During his many visits to the US, he was introduced to the very American concept of casual weekends. “In Italy, the weekends were usually very formal. I came to understand that they were about free time and that one could wear tasteful products that were casual,” he says. His time in the US changed the face of the company. Valle not only transformed the basic, functional footwear into a luxury product, but also started manufacturing products under the company’s name.

So, in 1978 JP Tod’s was born. The Boston telephone direc–tory provided the name, chosen because it sounded good in all languages. Today the initials have been dropped. When Valle took over the business from his father, after a brief affair with law, he went to market with yet another of his big ideas. This was named Gommino, the now iconic baby-soft moccasins with their 133 rubber pebbles on the sole. “I think it was an incredible innovation, which altered people’s view on luxury. The Gommino is light, comfortable, stylish, utilitarian and yet luxurious. They are like gloves for your feet,” he says with pride.

He persuaded his friend Luca di Montezemolo, then a protégé of Fiat patriarch Gianni Agnelli and now chairman of Ferrari, to present his boss with Tod’s driving moccasins. The easy-going president hit the bull’s eye in product placement and a global brand came into existence. Under Valle’s leadership Tod’s now has over 100 stores worldwide and also a thriving bag business. Brand loyalists in India heaved a sigh of relief when the firm opened its doors in Bangalore and Mumbai recently, to be followed soon by Delhi. “Indian customers have a discerning eye for quality products. Our products are seen like a dream investment,” he says. But is it an ideal environment to set up shop with the fluctuating global economy? “Customers are smart. They may shop less, but will only buy the best,” he justifies.

The CEO is also keen on providing his 2,000 odd employees the best work environment and security. The headquarters in Cassette d’Ette designed by his architect wife Barbara is a space that people look forward to heading for work daily — equipped with a kindergarten, restaurant, gym and the works. When the markets came crashing recently he gave all his workers a credit of 2,000 euros! “Your staff is your responsibility and should be treated like family. A trade secret for being a good businessman,” he asserts.

Italian values, roots and family are important to Della Valle, and make up the heart and soul of Tod’s, they still hand-stitch their leather bags and shoes and design as much for comfort as for style — no on-your-face appeal or logos in every inch. No wonder that celebrities like Julia Roberts, Sarah Jessica Parker and Gywneth Paltrow (who also happens to be the brand ambassador) top the label’s fan base.

His fascination with the iconic American president John F Kennedy is also known to all. “He represented a dream for a whole generation. I respect him for giving us all the sense that there were opportunities and possibilities in life for everybody. He moved the masses,” he says. Valle’s most ambitious buys have been Kennedy’s cruiser Maryln, which he bought off at a Christies’ auction and the club Fiorentina managed by his brother Andrea, “an idea to build a strong sense of a friendly football team as an inspiration for young Italians.”

Hermes and Chanel are brands amongst Valle’s favourites. The jet-setting CEO likes to unwind in his lavish Capri home “free from the paparazzi”. He hopes to see Tod’s as one of the top European brands by 2010.

So, what can you get a man who has pretty much everything? “Free time,” he says, “it’ll be the biggest luxury for me.” Ah, the ironies of life. Una Vita Semplice.

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