A story of life’s journey, from humanitarian work to professional endeavours

You find yourself with a business ‘on your hands’ and choose to commit to the family business. And you choose and commit to doing it well, because, as has been said many times but never often enough, entrepreneurship must be built, learnt and put to the test, even when you’re not on your own – and especially then. In a newly published book that lies somewhere between a memoir and a business narrative, Camilla Lunelli – vice-president of Ferrari Trento and head of communications for the Lunelli Group – recounts her choices and her commitment. The book tells the story of her working life, which is certainly not over, and her ongoing vocation, albeit in different forms.

‘Un’arte di famiglia’ (A family art) seeks to answer one question: what does it really mean to take on a legacy and transform it into a vision for the future? This question applies not only to business organisations, but to just about everything. Yet it certainly takes on particular significance in the business world, where not only the fate of the business owners is at stake, but also that of their employees.

And there can be many answers to this question, as there are human experiences seeking to answer it. Camilla Lunelli’s story, told in an enjoyable read of just over 250 pages, begins with the clear statement, ‘I didn’t think I’d join the family business’, followed by the clarification, ‘I was certain I didn’t want to do it straight after graduating. I wanted to put myself to the test, dive into the world of work and see if I could make it on my own.’ The reader learns about the challenges she faced step by step. Before joining the family business, Camilla Lunelli chose to put herself to the test far from home and under her own steam, setting off on humanitarian missions for the United Nations and an NGO as a young woman. Her first professional steps were therefore not in Trentino, but in Milan and then in Niger and Uganda, which were worlds apart from her own and shaped her outlook on life.

Of course, one’s roots also matter, the world and place from which one sets out. But it was only after a long personal and professional journey that Camilla decided to return to Italy and begin working in the family business: the Lunelli Group, which brings together various high-end beverage brands, including Ferrari Trento.

This book recounts the personal journey of going and returning, as well as the development of a world-renowned company. It also covers the uncertainties and personal experiences of individuals who choose to challenge themselves, whether in a company or an NGO. It is important to emphasise that this account is not a memoir, but rather a precise and detailed chronicle of a personal experience and a business venture that becomes increasingly complex and global in scope. Camilla Lunelli’s book is a must-read to understand what may lie behind the success of a company.

Un’arte di famiglia
Camilla Lunelli
Sperling & Kupfer, 2026