'Gelato has to feel fresh - like a glass of milk,' says Mr De Luca, who comes from Messina in Sicily, where his father Salvatore started a gelato business in 1937. 'Gelato in the industrial way is not gelato. My father said: 'If you want to be rich, don't make gelato'. Today, I'm not rich but I'm teaching gelato and I'm proud of it. If we become crazy for money, we lose our identity.'

'The main difference between gelato and ice cream is that ice cream is about making money while gelato is about creating a lifestyle.'

Luigi De Luca sees it as his mission to preach the gelato lifestyle to people who share the same passion. He also advocates a socially responsible attitude by giving back to the community, citing the time he helped a gelato maker set up a business in the Philippines.

'You enjoy gelato in good times or bad,' he says, 'But to find good gelato, you have to look very hard - even in Italy.' For him, striving to achieve gelato perfection is a constant struggle - one that he is convinced he will win. 'I feel I have a lot to give,' he says.

'For me, gelato is life'.

                                                                                                       GEOFFREY EU
                                                     Business Times Executive Lifestyle, 31 May 2003 

ORIENTED TOWARDS FAMILY AND SMALL  BUSINESS

STUDIO DE LUCA has been formed to meet the need of many business owners who want to enhance their clients products and services.

STUDIO DE LUCA does not want to patronise your business. Primarily, it seeks to make a contribution by transforming small business to medium size and working towards placing the medium size ones in an larger market.

STUDIO DE LUCA can satisfy diverse demands that range between the creation of new alimentary products, alcoholic and non-alcoholic drinks.

THE POSSIBILITIES ARE ENORMOUS and there are no limits in devolving culture and taste amongst people that are part of this huge market.

An already existing market, that thrives on consumerism and of the multinationals which go on dominating and exploiting traditional methods, the good work done by artisans and that of the small family businesses.

STUDIO DE LUCA wants continuity of things done with passion, with earnestness and with an old fashion business spirit.

Not all, small and medium size businesses have either workshops or Research Managers dedicated to product development.

We hope that you also feel the same in conducting your financial and other daily activities.

Thanks for sharing with us your time and your future.