Giorgio Aiazzone

Origins and education

Giorgio Aiazzone was born in Tollegno Bivio on 3 April 1947. His father, Mario Giuseppe, was a craftsman active in the production of wooden furniture. After obtaining the geometrics diploma, Giorgio begins to deal with the promotion of the products of the family business at the sales points in the province of Biella. From his marriage to Rosella Piana (1951-2002; also of Biellan origins and daughter of a local industrialist) she had three children.

Business activity and involvement with Telebiella

In the 1970s, Aiazzone continued to work in the field of furniture production and saw his company grow rapidly and stand out from its competitors due to its massive use of television advertising. From a local dimension, focused in particular on the collaboration with Telebiella, the television promotion of the company's products extends first to other local stations in northern Italy and then to the whole country. The success of the operation was based on the efficiency of the slogans,( on a careful choice of testimonials (often personally supervised by Aiazzone himself) and on innovative purchasing formulas such as the gift without obligation to purchase (for example, a wristwatch was given as a gift without the obligation to purchase the furniture offered), or hospitality at dinner with the company's architects ("you will be welcome guests of the architects in Biella").

Starting from 1983, the collaboration with Guido Angeli was consolidated who, in addition to recording numerous commercials and conducting daily television auctions and telesales for the furniture factory, also took care of the look of Giorgio Aiazzone. The furniture factory's business expands and Aiazzone enters into various agreements with some local television stations. In the meantime, large sales outlets (Città del Mobile) are opened in many Italian locations and the turnover grows to reach 60 billion liras.