1978
The Beginning
Where Threads Meet Emotion
In Florence, a young Beatrice Segoni discovered her first form of beauty: creating with her hands.
Guided by her grandmother’s patience and artistry, she learned that every thread could hold emotion.
Those early lessons became the foundation of a creative life shaped by curiosity, passion, and authenticity.
2005
The craft
From Fashion to Fine Taste
After years as a designer, Beatrice’s creative path led her into haute cuisine, where she expressed beauty through flavor and detail.
Her experiences between Florence and Dubai refined her sense of harmony, color, and texture.
Even while working as an Executive Chef, she never lost her love for fabric, thread, and form.
2020
The Inspiration
The Return to Creation
In Dubai, far from her native Tuscany, Beatrice felt the call to reconnect with her roots.
She returned to the world of design, transforming emotion into matter once again.
Her memories, family, and creative essence became the heart of a new project: a collection of handwoven bags inspired by life itself.
2025
The Essence
An Italian Heart in Dubai
Betty Firenze took form as a celebration of artistry and connection.
Each bag is handcrafted in Dubai using fine Italian materials, blending the elegance of Florence with the modern light of the Emirates.
What began as a personal story now lives in every woman who carries it, a timeless link between Italy and Dubai, between emotion and design.
