Editorial by Isabella Goldmann

It’s 11:47 p.m., and I’m still going through the documentation of a Portuguese textile manufacturer — certifications, production chain, raw material traceability.
Our research center has analyzed 127 companies over the past three weeks. Of these, 43 have advanced to the next stage. The others? Not transparent enough, not coherent enough, or simply not up to what Raremood stands for.
I’m writing to you from what we internally call “the construction site” — the frantic, chaotic, electrifying backstage of what will soon be the new Raremood.
And I want to take you inside, because you’ve been waiting. Because you’ve been following us. Because you deserve to know what we’re building for you.

The research center doesn’t sleep (literally)

Our research team is in what I call “controlled overdrive.”
Every exhibitor we choose to feature on the new site goes through a verification process that leaves no room for improvisation:

• Full documentary audit: environmental certifications, social policies, and supply chain transparency
• Direct interviews: we talk with founders, visit (when possible) production sites, and verify promises against reality
• Independent cross-check: we don’t just take anyone’s word for it — we search, verify, and compare

It’s a massive job. Exhausting. But it’s the only way to ensure that when you see a product on Raremood, you can trust its sustainable authenticity without hesitation.
We’re not building yet another marketplace dressed in green.
We’re creating something that doesn’t exist yet — a platform where every single object has a verified story, a traceable supply chain, and a measurable impact.

Green Circle: the exhibition that educates

At the same time, we’re designing The Green Circle, our educational exhibition on sustainability in the home, which will debut in January 2026 inside Milano Home.
It won’t be a showcase. It will be a journey.
Every selected object — and we’re truly curating extraordinary pieces — tells a part of the complex story of sustainable living: from textiles to ceramics, from lighting to natural materials, from local craftsmanship to responsible technological innovation.
Our goal?
That everyone who walks through The Green Circle leaves with new questions, sharper awareness, and the ability to distinguish greenwashing from genuine substance.
We’re working with set designers, lighting designers, and curators to create an immersive experience that doesn’t preach — it inspires.

The website that doesn’t exist (yet)

“So… is this even technically possible?”
That’s the sentence I find myself repeating most often in meetings with our developers — because what we’re building has no precedent.
A site where:

• Every product includes a transparency sheet with verifiable data, not hollow marketing claims
• Users can filter by real values — not vague “eco-friendly” tags, but specific certifications, precise materials, documented practices
• Artisan stories are an integral part of the purchasing experience
• Traceability is not an optional feature, but the standard

We’re having meeting after meeting. Wireframes, user journeys, testing, revisions.
Every feature is discussed, dismantled, rebuilt.
Because we don’t want to create “just a beautiful website.”
We want to create a platform that rewrites the rules.
Our developers look at us with a mix of admiration and terror.
But they’re beginning to see the vision. And they’re building something extraordinary.

Mystery client: sustainability undercover

Meanwhile, we don’t stop.
Our mystery client work continues: high-profile hotels, Michelin-starred restaurants, venues that claim to be sustainable.
We enter as guests. We observe everything. We verify promises against real experience.
How much single-use plastic in a suite calling itself eco-friendly?
Where do the ingredients of that “zero-kilometer” menu truly come from?
What is the actual life cycle of the linens? How is food waste managed?
Our reviews won’t be polite out of courtesy. They will be honest, documented, and useful.
Because sustainable luxury — if it isn’t true — isn’t luxury at all.

Less than a month (maybe)

If all goes according to plan — and when does it ever? — we’ll be live in less than a month.
The website, that is.
Because Raremood is already alive — in the conversations we’re having with makers, in the nights spent verifying supply chains, in the energy of this team that believes in something greater than an e-commerce project.
We still have plenty to do:

• Finalize the last verifications of exhibitors
• Complete product pages with transparency data
• Test (and re-test) every website feature
• Finalize The Green Circle scenography
• Write the mystery client reviews

And probably a hundred more things I’ll discover tomorrow morning.
We’re busy. We’re tired. We’re incredibly energized.
Because we know what we’re building will truly make a difference.

An invitation to stay curious

This is the most delicate and the most thrilling moment — when everything we imagined begins to take tangible shape.
The moment when vision becomes platform, research becomes selection, and ideals become objects.
And you are part of this.
Your waiting isn’t passive — it’s constructive anticipation. It’s the positive pressure that keeps us honest, demanding of ourselves, faithful to our founding promise: to create a space where luxury and responsibility don’t clash, but coexist in perfect harmony.
In less than a month, the new Raremood will be live.
In the meantime, keep following us. Keep asking questions. Keep being the curious, demanding, conscious community you deserve to be.
Because when we open, it won’t just be our project.
It will be yours too.

Isabella

P.S. — If you know of artisans, producers, or sustainable brands we should discover, write to me.
Our construction site is open to your suggestions. We’re building this — together.

Original picture @Giulia Bonaso