Curating a stylish and comfortable home can feel overwhelming. Fortunately, we can glean inspiration from industry experts like Javier Cassoni, the CEO and founder of the renowned luxury Italian furniture distributor bearing his name.
A respected curator of some of the finest high-end Italian furniture pieces available on the US market, he is dedicated to sourcing the best leather, fabrics, combinations and accessories for his clients.
And no surprise – the art of sourcing exquisite pieces is in Cassoni’s blood. His grandfather started a furniture importation business when he moved to South America in the 1940s.
“When I was growing up, my grandfather never forgot his roots. We would have Italian papers and listen to Italian music and radio shows. Maintaining our cultural roots was very important to him,” recalls Cassoni.
After studying architecture at a university in Montevideo, Uruguay, a trip to Europe ignited his passion for furniture and design.
Cassoni decided he wanted to be a businessman and draw on his love of Italian culture: “I love the exquisite quality of Italian brands and the attention to detail,” he says.
“They are superior in many ways, and I wanted to bring the enjoyment you can experience when you have a really fine piece into the homes of people in the U.S.”
Cassoni has handled thousands of furniture products and accessories during his career. He was initially the manager of Cassoni Arte En Muebles (Cassoni Art In Furniture) from 1997 to 2002, importing items from more than 200 Italian companies and handling shipments and customs entry. Cassoni also personally oversaw the delivery of products to their clients in Uruguay, Argentina, Brazil, Chile and the Caribbean.
After increasing revenue by more than 500%, in 2002 he founded Cassoni LLC. His exemplary ability in the furniture business to choose beautiful pieces has enabled Cassoni to develop close working relationships with hundreds of high-end Italian brands he regularly imports to the US.
His clients include some of the US’s most respected interior designers and architects. who work with high-profile individuals, from presidents to celebrities.
Cassoni also has ongoing projects around the world, including Aruba, the Cayman Islands, France, Spain and Venezuela, Canada and Uruguay. Frequently clients will ask for his feedback on style and furniture selection.
Cassoni also provides items for high-end hotels, including Marriott and the W group, and has advised and supplied furniture for cruise liners in the Royal Caribbean and Carnival fleets, respectively.
He spends time with clients personally, so he can clearly understand what they need, from the size and weight to the aesthetic concept they envision: “I am continuously inspired by what I see when I go to furniture fairs around the world,” he says.
“I want to deliver the best for my clients and give them the best service. We oversee the process for them, from purchase to when it is installed.”
He adds:” Choosing the right furniture and accessories for a room gives you the tools to create an environment uniquely yours. You should aspire to an environment with high-quality, functional pieces that reflect your personality.
“It’s about finding the right balance between aesthetics and practicality and knowing that every detail, no matter how small, contributes to your home’s overall look and feel. You should aspire for your room to reflect your style and elegance.”
Cassoni is a regular at Milan’s Salone del Mobile, the most important furniture fair in the whole world.
It was at the prominent event he discovered Vismara Design, and immediately saw the brand’s potential.
Sales Manager Ambra Vismara has worked closely with Cassoni for five years; “I immediately felt Javier’s passion for Italian design when we met. He has a keen aesthetic sense, and is incredibly kind,” she says.
“His ability to get inspired and discover new trends allows him to stay one step ahead. Javier’s personal skills also make him a valuable business partner.”
Vismara adds Cassoni’s professionalism and respect have enabled them to have a very tight-knit business relationship: “Javier’s ability to handle different customer requests autonomously means you always feel special.
“His knowledge of products, finishes and also made furniture from Italy is very valuable, so customers can experience an exclusive service.”
This level of expertise means Vismara Design has seen heightened visibility and sales thanks to Cassoni and his team.
She says: “His business acumen has helped us to expand our brand in the US and South American markets. A product like ours must have an ambassador to show off our potential.”
Here, Cassoni shares his tips and superior knowledge on achieving an interior designer’s eye for detail.
His advice will make your living space beautiful and functional in what he calls the “Cassoni way.”
Identify Your Aesthetic
Cassoni’s impressive furniture and accessories portfolio is filled with diverse designs, from modern minimalism’s clean lines to classic baroque ornate detailing.
Cassoni says: “First, you need to identify the aesthetic that resonates with you. Spend time exploring design styles and identifying elements that you love. Our styles run the gamut, so don’t be afraid to mix and match, whether combining rustic elements with industrial finishes or pairing sleek contemporary furniture with vintage accessories.”
Prioritize Quality
A hallmark of Cassoni’s offerings is the meticulous attention to quality. Each piece of furniture is crafted from superior materials, built to last while retaining its charm and comfort.
Cassoni says: “When furnishing your home, don’t compromise on quality. Invest in pieces made from durable materials. Yes, these may come with a heftier price tag, but their longevity and the aesthetic value they add to your home make them worth the investment.”
Functionality Is Key
Cassoni underscores that an elegant home is both beautiful and functional. Furniture should not just be aesthetically pleasing but should also serve its intended purpose effectively.
Cassoni says: “Be intentional about the pieces you choose. Consider how they will be used and how they will contribute to the functionality of your space. For instance, a sleek Italian modular sofa may add a touch of sophistication to your living room while offering comfortable seating for your guests.”
Play with Lighting
Lighting is one of the most powerful tools in an interior designer’s arsenal, and Cassoni’s designs leverage it masterfully.
Cassoni says: “Be it natural sunlight streaming through large windows or the soft glow from a designer lamp, lighting can dramatically alter the mood of a room. Invest in various lighting options such as table lamps, floor lamps, chandeliers, or even candles to create different ambiences.”
Don’t Forget the Accessories
Cassoni’s designers know the power of accessories in tying a room together. Rugs, throw pillows, artwork, and decorative objects are the finishing touches that make a room feel complete and personal.
Cassoni says: “Be mindful when choosing accessories, as they should complement the rest of your décor. A carefully selected piece of art or a uniquely patterned rug can inject personality into your space.”
Keep It Simple
One lesson to learn from Cassoni’s approach is the power of simplicity.
Cassoni says: “A clutter-free, well-organized space allows the beauty of each furniture piece to stand out. Keep your spaces clean and organized, prioritizing essential items. In Cassoni’s world, less is indeed more.”