Nardia Plumridge, the Australian travel journalist behind the popular website Lost in Florence, promises to help intrepid travellers do just that with her new guidebook. Plumridge′s love affair with Florence began when she was just 15 and lured her back in 2012 when she set off to discover the most unique places in the Renaissance city. Here, she shares her Florence with FORBES.
“Often, the best travel experiences we have are when we take that unexpected turn and get lost… in the most adventurous sense, ” she says. Her guidebook, Lost in Florence (Hardie Grant, 2019), shines a light on boutique shops, young artisans and hole-in-the-wall eateries that can only be found away from the crowds.
Here, she shares her insights on Florence’s best places to explore.
From leather-made goods and artisan jewellery to foods and wines, Florence and Tuscany are well-known for promoting Italian excellence. What has living in Florence taught you about the importance of artisanship?
I love Italy, and Florence in particular, for its artisan heritage. I appreciate that you can still visit artisan workshops and see handicrafts created passionately and precisely. In a world where everything is so fast – fast fashion, fast food – it’s refreshing to see businesses putting real time and dedication into their products. In Florence, it’s easy to be lured into a tourist trap for a souvenir or a meal, but if you dig a little deeper, you’ll be surprised at what stores you’ll find that are unique, independent, and still affordable. It makes the city very special, and supporting local businesses is critical to a more sustainable form of tourism.
People often say Florence is an outdoor museum, and the city, like others in Italy, struggles to manage increasing tourism. How do you think your guidebook and overall philosophy of slow travel and supporting independent businesses can help preserve the city?
Most people think that because Florence is a historical city, it is only filled with old Renaissance offerings. They visit the three main squares and the two most popular museums and then leave, even after just a day. While there are incredible venues for classic art and culture, the past few years have seen a growing trend towards concept stores, contemporary art galleries, and eateries creating Tuscan plates with a twist.
With my guidebook, I hope to encourage travellers to step away from the crowds and wander the backstreets in order to have a true adventure of discovery in Florence. It’s incredible how you can literally be one street away from the main thoroughfares, and it feels like another world. Take it a little slower, discover a little deeper, and your travel experience will be much more rewarding. If you are curious to explore the lesser-travelled streets, you’ll be amazed at the adventure that awaits.
Your guidebook shares fantastic tips about boutique workshops and where to shop for local products. Tell me about a few of your favourite artisans in Florence.
I adore Clara Soto at Digerolamo for her handbag designs. Her passion for making her products is infectious. I always pop in to see what she is working on in her studio in the basement of her shop. I have also always liked the concept of Viajiyu. This shoe brand has a made-to-order philosophy where you can choose your style, colour, and trim.
The bespoke perfume experience at Aquaflor is, quite literally, intoxicating. During a private session with a sensory master, you can even create your own bottle. Florence Factory is a store that sells artisan pieces by various Italian makers, mainly from Tuscany. Its owners, Jacopo and Lorenzo, curate its shelves with fashion, jewellery, and home wear.
What new trends have you encountered in Florence since starting your website? How are businesses adapting to contemporary trends while still preserving their historic traditions?
Florence has seen an explosion of new dining venues in recent years that balance seasonal Tuscan produce with international flair. The region is well-known for its meat-based diet. But there has been a move towards more plant-based options. And green dining has become more acceptable and fashionable in Florence. Venues like L’OV, RAW and Carduccio serve inspired vegetable dishes beyond meat.
Boutique Italian gin brands, like Peter in Florence and Sabatini Gin, have also popped up in recent years. Many herbs, like juniper, used by big-name brands are sourced from Tuscany for their bottles. I’ve seen a growing trend for gin cocktail bars. Galleries like the Casamonti Collection for modern art and the theatre designs at Fondazione Zeffirelli dedicated to the Italian filmmaker are more modern 20th-century cultural hubs to explore. In terms of quirky boutique hotels, Oltrarno Splendid, run by design duo Betty Soldi and Matteo Perduca, offers a very modern and magical Florence experience.
A lot of your recommendations highlight the people behind the business. Tell me how showcasing the markers and putting a face to a brand can help give it more personality and dimension.
This is important to me – to share the story of the people behind the places. Starting a business anywhere, especially in Italy, is a challenge, so having the passion and dedication to create something from the ground up is impressive and something I like to support. From talented designers who create pieces by hand and from the heart to cocktail bars run by 20-something mixologists passionate about creating something of quality, these entrepreneurs should be celebrated and their stories shared. Lost In Florence is dedicated to the people who make the city a unique and magical place.
Where are your favourite places to get lost in Florence?
Dining in the leafy surroundings of Floret for lunch with girlfriends. It’s a quiet respite from the madness of the shopping crowds below on via Roma. They sneak to the newly refurbished Amblé, tucked in a peaceful courtyard a block from the Arno near Ponte Vecchio, for fresh juice and secure one of their sun loungers for the best seat in the summer. Villa Bardini Gardens, especially in spring: people go wild for the wisteria when in bloom, and the gardens are more ornate than nearby Boboli Garden. And come nighttime, the basement of La Ménagere for their free jazz nights is always a treat.
Lost in Florence: An Insider’s Guide to the Best Places to Eat, drink, and Explore by Nardia Plumridge is out now (Hardie Grant).
