In this interview, Jennifer Stucko, founder of Prota Fiori — the first woman-owned Certified B Corp luxury footwear brand made in Italy—shares her journey, inspiration, and the story behind the brand that intertwines heritage with sustainability.

Jennifer Stucko : After over a decade working with prestigious fashion houses like Giorgio Armani and Valentino, I developed a deep love for luxury footwear. But I couldn’t ignore the negative environmental impact the fashion industry has. My journey with these brands helped me appreciate Italian craftsmanship, I began to ask myself, "How can I reconcile my passion for timeless, handcrafted Italian shoes with a commitment to preserving our environment?" This question became the seed that ultimately blossomed into Prota Fiori . In 2018, I transformed that vision into reality—a luxury footwear brand that marries tradition, innovation, and sustainability.

The name comes from the Italian words Prota , meaning "to protect," and Fiori , meaning "the flowers." It reflects our mission to create elegant footwear while protecting the beauty of the natural world. But more than that, the name is a nod to my Italian roots and my deep commitment to preserving heritage through the lens of sustainability. My great-grandmother, who immigrated from Naples to the U.S. in the early 1900s, holding flowers, inspired the name. The flowers represented hope and new beginnings for her, and I wanted Prota Fiori to honor that legacy. Prota Fiori represents a feminine approach to sustainability and is also a tribute to my Italian roots.

To me, sustainability transcends the materials we select—such as biologic silk and apple leather—as well as the methods we employ in manufacturing. It embodies a holistic approach that honors the centuries-old traditions of Italian craftsmanship, weaving together our cultural heritage with our commitment to the environment. Sustainability is rooted in the evolution of techniques that have been passed down through generations, ensuring that each pair of shoes we create reflects not only the beauty of artisanal work but also the profound respect for humanity's cultural legacy.

The floral theme is intrinsic to Prota Fiori. A rose appears on the sole of each shoe and inside every shoebox. Every shoe is named after a flower, celebrating nature’s beauty and femininity. For example, our Camelia flat reflects understated elegance, while the Magnolia flat brings a playful charm with its bow detailing. Each flower is symbolic of nature’s resilience—what we’re protecting with every pair of shoes we craft.

Prota Fiori stands for bridging the gap between luxury and sustainability while preserving Italian craftsmanship. My extensive background in working with heritage brands has given me a unique perspective and a passion for honoring the legacy of Italian artisanship. I have always cherished working with heritage businesses, helping preserve their craftsmanship and traditions. For centuries, Italian artisans have created with intention and care, valuing quality over mass production. That ethos aligns perfectly with the modern sustainability movement, where we focus on materials and practices that reduce waste while maintaining excellence.