Giuseppe Costa e Andrea Lamarca

Some entrepreneurs see beyond. Andrea Lamarca and Giuseppe Costa didn’t just imagine a world where luxury could extend to four-legged companions – they created it.

What began over twenty years ago as a simple intuition has evolved into Prince and Princess, the first Italian brand to bring Made in Italy excellence into the global pet luxury market. A bold idea, a daring vision, now synonymous with excellence. With iconic boutiques in Via Monte Napoleone, Porto Cervo, and Courmayeur, the brand is more than a reference point in the sector — it is a phenomenon.

Born from enthusiasm, creativity, and absolute dedication, the company now sets the standards in a market that continues to grow rapidly.

We met the two founders to understand how one builds a luxury empire for animals — the challenges, the rewards, and the next steps of this extraordinary entrepreneurial journey.

 

1 – When you launched Prince and Princess in 2008, did you expect the pet luxury market to explode the way it did?

Yes. We could feel the shift happening. The bond between people and their pets was becoming deeper, and the demand for high-quality products was growing. Then Covid arrived and accelerated everything. Pets are no longer just companions – they are family. And when you truly love someone, you want only the best for them, just as you do for yourself.

We understood this early on and, with enthusiasm and determination, created something that simply did not exist before.

 

2 – Your boutiques are not just stores; they are immersive experiences. How did this concept come to life?

Prince and Princess is a world. Walking into one of our boutiques means entering a warm, sophisticated, exclusive atmosphere. Many customers initially don’t even realize we sell products for animals – and that’s beautiful. It means we have created a space that goes beyond retail. It’s about emotion, luxury, beauty.

We are not just a pet brand. We are a lifestyle brand.

 

3 – You are undisputed leaders in your sector. What are the secrets to maintaining this advantage?

Three words: innovation, consistency, presence. Innovation, because being first means anticipating trends, not chasing them. Consistency, because luxury allows no compromise. Every detail matters, every single day. Presence, because we are always there — at Christmas, in August — wherever needed, always with enthusiasm.

We have never stopped. If someone had told us years ago that we would open a boutique in Via Monte Napoleone, we would probably have smiled in disbelief. But we believed — and today we are here.

 

4 – Your collections are among the most desired in the industry. Where does your inspiration come from?

We come from fashion, and it shows. Our approach is the same as that of a major fashion house: authentic Made in Italy, exceptional materials, obsessive attention to detail.

But there is more. We do not simply create accessories for dogs – we create beauty. Many competitors humanize or trivialize animals with products that ignore their true nature. We don’t. A dog dressed in Prince and Princess is elegant, sophisticated, never forced. It has style. It has character.

 

5 – Luxury often comes with significant price tags. What has been your highest receipt?

Our clientele includes international top spenders, for whom quality always comes first. But the real satisfaction is not a single purchase worth thousands of euros. It is the loyalty.

Our clients follow us from Milan to Porto Cervo, from Courmayeur to every corner of the world. Because they know that what we offer cannot be found elsewhere.

 

6 – Beyond products, you also offer carefully selected puppies. What are your clients looking for?

First and foremost, awareness. Choosing a puppy is not a whim – it is a life decision.

We are highly selective because we want every dog to find the right home. Our clients know we care about every detail, that we provide 24/7 support, and that we expect the same level of responsibility from them.

For us, a puppy is not a trend. It is a promise.

 

7 – You also launched a luxury pet spa. What is the most exclusive treatment?

We could mention caviar masks and ozone therapy, but true luxury is something else: our grooming service.

Each appointment is designed to make the animal feel relaxed, loved, and cared for. Our team is trained to ensure a completely stress-free experience. The result? Even puppies enter our spa happily.

How many can say the same?

 

8 – Your animals are part of your life beyond work. Tell us about them.

They are our family. They fill our days so completely that we often prefer staying home with them rather than going out. Their companionship is irreplaceable. We can never get enough.

 

9 – You built everything yourselves. Would you consider opening to investors to expand?

Yes – but only to those who share our values and vision.

Today we lead a niche market with no true competitors, and the growth potential is enormous. Pet luxury is still largely unexplored territory. We have created a global brand, with boutiques in the most exclusive destinations in the world.

Our goal? To bring Prince and Princess to every international luxury street, alongside the greatest names in fashion. And we know it will happen.

 

10 – If one day you decided to sell everything and step back, where would we find you?

At home, with our dogs and cats. At least for a while.

And then — who knows? Wherever we are, they will always be with us.