The Souvenir Trap: How Cheap Gifts Are Costing Italy Its Heritage—and What to Buy Instead
You came here for culture, don’t leave with clutter.
By now, many visitors have caught on to the tourist traps in Italy’s food industry, largely thanks to the trend of seeking out authentic Italian food. The restaurants open at all hours of the day? Blacklisted! The gelaterias featuring heaps of glow in the dark chemical gelati? Boycotted! Slowly, the word has spread and I’m so grateful that these guests to our country are reaping the delicious benefits of passing the first test of ethical tourism. But buyer beware, because there is another pitfall that’s just as prevalent, lurking right next door.
As eye-catchingly colorful as that radioactive gelato, the souvenir shop is next to impossible to resist. Assorted magnets, aprons featuring the statue of David, miniature gondolas, and “I ❤️ Roma” t-shirts practically beg to be tossed into your suitcase. They’re easy, inexpensive, and everywhere. But behind those mass-produced trinkets lies a much more complex story—one that few tourists take the time to consider.
Italy has long been known for its craftsmanship. In fact, the term “Made in Italy” has become synonymous with quality, typically handmade, items. Whether it's hand-painted ceramics from the Amalfi Coast, leather goods in Florence, or glass-blowing in Murano, the country’s heritage has been built by generations of artisans who pass down their skills like precious heirlooms. Sadly, in recent years, these family-run, passion project workshops are struggling to survive.
It’s not hard to imagine why. In many tourist hotspots, the souvenir industry has been taken over by mass-imported goods—often manufactured in other countries, far from the culture they claim to represent. These items are cheap to produce and easy to sell in bulk, crowding out authentic Italian products and making it harder for real artisans to keep up. With skyrocketing rents and rising costs, traditional craftspeople are being pushed out of their neighborhoods, out of the eyeline of the tourists that might support them, and out of business altogether.
When you buy a generic souvenir, you're not just spending a few euros on a memento. You're casting a vote—for what kind of tourism you want to support. Do you want to invest in preserving Italy’s rich cultural heritage, or throw away money and contribute to its erosion?
With a little extra effort, you buy a product of real quality, one that you might even hand down to your children one day, instead of tossing that tshirt into a landfill a few years after your trip. The good news is, you don’t have to do hours of research to make a responsible choice. Italy is full of incredible, authentic items that tell a real story and support real people, many of whom are young and fighting for their own heritage. You just have to know where to look.
One artisan keeping Italy’s handmade heritage alive is Ester Brunini, a super cool master glassmaker based in Bolzano, in the northern region of Alto Adige. Ester told me that art has always buzzed within her, and that despite studying for another career, eventually she could no longer ignore the call. After being denied a traditional bank loan, Ester turned to her community—and they responded with enthusiasm, funding her dream through a successful crowdfunding campaign. Today, she runs Glass Art Affair, a combined workshop and gallery where visitors can watch her bring molten glass to life in real time. Her creations range from luminous vases and intricate sculptures to jewelry, stained-glass panels, and bespoke installations. Every piece is a fusion of time-honored techniques and contemporary vision, shaped entirely by hand. When I asked if I could interview her for this article, she casually gave her availability around some appointments, a workshop, inscribing some perfume bottles (um, cool?!). Ester is officially recognized by the Chamber of Commerce as a Meisterin der Glaserei—a title reserved for true masters of the craft. Supporting her work means more than just picking up a *stunningly* beautiful object; it means helping preserve a centuries-old tradition that is increasingly under threat from mass production.
Nestled in the heart of Sperlonga's historic centre is Samuela Casale, the fifth-generation (!!!) artisan behind Artigianstrame—a traditional workshop that breathes new life into straw weaving. From her studio just steps away, Samuela continues her family's legacy, crafting everything from elegant hats and chic handbags to decorative baskets using a variety of natural fibers like rice straw and premium corn straw. What began with her grandfather and father making basic seat wickerwork has evolved into a modern artisanal enterprise, offering fully customizable pieces—complete with embroidered designs or personalized lettering—that celebrate local heritage while meeting contemporary tastes. By choosing Samuela’s creations, travelers take home more than a beach-ready accessory—they carry forward centuries of regional craftsmanship, supporting an Italian tradition that’s been woven into her family’s DNA for over a century. Samuela feels so passionately about carrying these traditions forward that she even offers free classes to anyone who lets her know that they’re interested. Check out the video I made about Samuela’s shop featured here.
Tucked away on the charming Via degli Zingari in Roman neighborhood Monti, Hang Roma is more than just another leather shop—it’s a dynamic concept born from the passion of Federica Orlando. With roots in industrial and interior design, Federica helped shape Hang as a creative atelier where every bag is crafted using vegetable-tanned leather, sustainable techniques, and an architectural, gender-neutral aesthetic. Inside the intimate, vine-draped boutique, you’ll find minimalist backpacks that unfold into shoulder bags, sleek clutches, and belts—each thoughtfully designed to adapt to modern life and stand the test of time. What’s even more unique is that many of the bags were designed as a nod to Rome herself, for example a bag inspired by the eternal city’s famous cobblestones, making this perhaps the greatest souvenir ever. More than "just a purchase," Federica greets every visitor personally, explaining leather care, monogram options, and customization possibilities—a personalized, human experience that defies mass-market norms. By choosing a piece from Hang Roma, you're supporting Federica’s vision for true Italian craftsmanship: small-batch, ethically sourced, and imbued with both function and soul.
When you choose a handcrafted piece, you’re not just paying for the object itself; you’re investing in time, skill, tradition, and pride. It goes toward someone’s livelihood, centuries-old techniques, and a product made to last. Unlike cheap, disposable souvenirs, these are pieces you’ll treasure for years — not because they were expensive, but because they mean something. Supporting artisans isn’t just a better buy — it’s a way to honor Italy’s heritage, and to make sure it survives for the next traveler who comes looking for the real thing. So the next time you're tempted to grab some knick-knack sporting a borderline offensive cliche at the airport or a tourist shop, pause for a moment. Think about the artisans you've just met — the hands that shape clay, cut leather, blow glass, or weave fabric with techniques passed down through generations. These are the souvenirs that carry meaning. They tell a story, support real people, and reflect the Italy you came here to experience — not the version stamped out by machines for the sake of convenience. Choose the kind of souvenir that lasts — not just in quality, but in memory. Support the soul of Italy, one handcrafted treasure at a time. When you choose these kinds of items, you're not just bringing home a piece of Italy—you’re helping to ensure that the true heart of the country survives for future generations to discover. And that’s a souvenir worth cherishing.
Please check out, follow, and purchase from these featured amazing artisans on their websites and social media! (and tell them that I said hello :) )
Ester Brunini - Glass Art Affair
IG @glassartaffair
www.glassartaffair.etsy.com
Samuela Casale - Artigianstrame
IG @_artigianstrame_
www.artigianstame.com
Federica Orlando - Hang Roma
IG @hang.roma_monti
www.hangroma.it/products
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