Lutecia Group’s journey in Georgia traces back to the 1990s when Vakhtang Pkhakadze pioneered the business. Today, his legacy thrives as one of the nation’s foremost brands. Natia Pkhakadze-Chigirinskaya discusses her late father’s business legacy, outlines the initiatives of the Lutecia Foundation, and shares insights about her up-and-coming cosmetic brand with Forbes Georgia, shedding light on the promising future ahead.
Natia, reflecting on your father’s legacy, how will you continue his vision and goals?
My father dedicated his life to this industry, a commitment I observed since my early childhood. At the age of six, I attended my first business meeting with him; from then on, I became an integral part of his entrepreneurial journey. His unwavering goal was to improve Georgia by introducing the beauty and industry standards we observed in other nations.
The foundation of what we now know as the Lutecia Group in Georgia was laid three decades ago. Before its establishment, there were numerous endeavors centered on the world of perfumery – a realm my father was deeply passionate about. Despite considering other avenues for profit, his fascination with the aesthetic and beauty of the perfumery field prevailed. This marked the inception of the Lutecia brand, a name chosen in homage to Paris, as, for my father, the essence of perfume resonated with the elegance of France.
To me, Vakhtang Pkhakadze was more than just a leader or a businessman; he was a visionary. Within the Lutecia Group, he fostered an environment akin to a family, embodying the same care and consideration one extends to family members and loved ones. Whether working in the store or the warehouse, he demonstrated his character without needing validation, simply contributing wherever his presence was essential.
From my perspective, he consistently sought to impart his knowledge, granting others autonomy and the freedom to make independent decisions. As a result, three years after his passing, the Lutecia Group is thriving and making ambitious plans for the future. The company continues to be led by the same team that collaborated closely with my father, standing united and forging ahead. I have confidence that these individuals, with whom I shared years of companionship, are steering the company in line with my father’s original vision.
Today, I bear the responsibility of continuing my father’s legacy. He was not only my closest friend but also a guiding figure who imparted invaluable lessons on conducting business with integrity, sharing success with the community, and the importance of continually striving to enhance the lives of those in our midst.
Could you share the lessons you learned from your father and how they have shaped your leadership qualities?
I recall three pivotal lessons from my time with him. Foremost, he instilled in me the belief that nothing is impossible. With determination and relentless effort, one can achieve anything. I find it unacceptable to hear the words “I can’t;” I would rather be told “I don’t want to” or “I don’t care.”
The second lesson from my father revolves around pursuing goals. Once you commit to something, never waver. I vividly recall his guidance while teaching me to drive. When I used my turn signal to change lanes, he emphasized that the decision was made, and there was no turning back. I believe we should apply this logic as a guiding principle in life.
Equally crucial is the third lesson, shaping one’s relationships with people. Regardless of your success or accomplishments, without the support of those around you – be it family or a team – achieving anything substantial becomes challenging.
In essence, adhering to a virtuous and fair path ensures continuous development and progress, irrespective of the challenges faced. Difficulties serve as opportunities for growth and resilience. Conversely, success is never enduring if one’s path or behavior lacks virtuousness. I gleaned these principles from observing my father’s actions and strive to emulate them in my endeavors.
As the Vakhtang Pkhakadze Charity Foundation approaches its third anniversary in April, can you summarize its activities and share insights into the foundation’s future action plan?
The idea to create a charitable foundation under the Lutecia Group originated from my late father. Known for extending help to those around him, many urged him to establish a fund. However, the decision was not taken lightly – determining who to assist, in what manner, and through what means posed challenges. My father maintained the philosophy that actual support involves more than providing immediate solutions; it should empower individuals to sustain themselves and, in turn, contribute to the wellbeing of others throughout their lives.
Hence, he envisioned that the foundation’s endeavors should center around promoting education. The decision was made to name the fund after his grandfather, Sergo Pkhakadze, the accomplished director of the Zestafoni school, with a specific aim of supporting the educational pursuits of young individuals. Regrettably, the realization of this vision eluded my father, as his life was tragically cut short by the pandemic.
Like his other endeavors, establishing the charitable fund became a strategic undertaking for us. In 2020, amid the country’s emergence from the pandemic, we embarked on this initiative, encountering initial challenges. Nevertheless, we swiftly overcame obstacles through collaborations with businesses and educational institutions. Our efforts culminated on April 23rd, 2022, when we presented the finalized fund on what would have been my father’s 65th birthday.
While our initial focus was solely on universities, our outreach has since broadened. Collaborating with supportive organizations, we are expanding the scope of our projects, increasing funding, and extending assistance to a broader audience. We aim to empower everyone, particularly the youth, ensuring their determination and hard work are consistently recognized and appreciated.
I am deeply committed to significantly expanding the base of supporters for the fund’s initiatives. Moreover, I aspire to inspire those in our community, whether directly through us or independently, to extend a helping hand to others. My father’s belief that success gains true meaning when shared is the guiding principle for the foundation’s endeavors.
Can you share the specific initiatives and projects undertaken by the foundation?
As mentioned earlier, the foundation provides financial support for students across various higher education institutions. Additionally, in several regions, we assist prospective students in preparing for exams, which also involves employing teachers.
Our initiatives extend to supporting talented young individuals. An example of this is our campaign involving the production and sale of t-shirts featuring the artwork of the young artist Anna Kalandia for charitable purposes. Anna received compensation for her contributions, and all proceeds from the sales were dedicated to the foundation’s activities. I believe in the power of symbols, and it was especially gratifying for me that the inception of this project coincided with the birth of my third child.
Furthermore, the foundation actively supports individuals with diverse and specific needs, including providing equipment, offering educational assistance, and supporting the activities of daycare centers, among other initiatives.
We recently inaugurated the foundation’s website, where you can find comprehensive details about the assistance provided. You mentioned Mr. Pkhakadze’s birthday celebration and the special gift you had prepared.
Could you provide additional details about this momentous occasion?
Many years ago, I promised my father that I would organize his 65th birthday celebration. Doing it without him was something I could never have imagined. The responsibility and nervousness I felt were immense, as I could not forgive myself for making any potential mistakes in fulfilling this heartfelt commitment.
Despite the challenging preparations, the evening turned out to be truly delightful. The audience and stage were graced by the presence of exceptional individuals, including Nino Katamadze, Nikoloz Rachveli and the Georgian Philharmonic Orchestra, the Sukhishvili Ensemble, Shvidkatsa, Eka Khoferia, Nikoloz Tsulukidze, and the special guest of the night, renowned artist Lara Fabian. The atmosphere was indescribably familial. This event held profound significance for me, especially considering that my father left us during the pandemic, and we had been carrying the sorrow of not being able to bid him a proper farewell. On the evening itself, we aimed to convey that the kindness and love instilled by Vakhtang Pkhakadze have not faded but continue to endure.
To commemorate this significant occasion and contribute to the foundation, I collaborated with my father’s longtime business partners, Tiziana and Paolo Terenzi, to establish a brand bearing his name. While my father was dedicated to rediscovering and relaunching old Georgian perfumes, I took a different approach by creating a niche brand in honor of the Georgian businessman and philanthropist. The proceeds from the sale of these limited-edition perfumes are dedicated to supporting the foundation’s initiatives.
The concept for this perfume was developed in October 2021 during an exhibition in Cannes, France. Tiziana Terenzi embraced the idea, and after a year and a half of negotiating, we successfully developed a unisex perfume. The initial release, named Vakho, consisted of 650 bottles, while the second edition, Vakho65, is a limited edition with only 65 introduced to the market.
Alongside Mr. Pkhakadze, you co-founded a new cosmetics line, L8A Cosmetics. Could you share your plans and vision for the future development of this venture?
For an extended period, my father aspired to establish a new Georgian brand dedicated to crafting high-quality export products for the mass market. In 2018, when my first daughter was born, he contacted me with the exciting news that he was creating a Georgian lipstick, leveraging Italian technology, and naming it after my daughter, Lea.
Later, I proposed the name L8A, as I am fond of the number 8, which symbolizes infinity. He informed me that he had already applied for a patent for the name LEA. However, LEA was already taken, leading us to settle on the name L8A. The venture garnered significant attention; however, the project was temporarily paused following my father’s passing.
I am currently working to relaunch the brand on a wider scale. The range of cosmetic products will be expanded and diversified. While maintaining its Georgian identity, the brand will continue to be produced in Italy. My aspiration is to establish L8A as a global brand.
When looking ahead to the future, what exciting developments can we anticipate?
The Lutecia Group will maintain its ongoing operations. Plans include the opening of new stores, with a focus on regional expansion. The growth of mono-brand stores will also continue. While the team has very ambitious plans, I believe in the importance of timing, and the management team will unveil news when the moment is right.
I am immensely pleased that we are fulfilling my father’s wishes. It brings me joy to see the same dedicated individuals working together, forming a cohesive family that continues his legacy.
On the other hand, the industry has been notably competitive in the past, and I anticipate that the competition will only intensify, which is positive. Without it, complacency could lead to business degradation. We do not perceive any threat in this regard. We are gearing up to engage consumers in innovative ways. Simultaneously, we strive to ensure that anyone who comes to Lutecia finds the product they desire, be it in terms of price, brand, material, or other preferences. Our ongoing mission is to empower beautiful and charismatic people, such as Georgians, to showcase their best selves and accentuate their inherent beauty.
As mentioned earlier, we have ambitious plans for both the foundation’s initiatives and L8A Cosmetics, with the intention of expanding into international markets.
Ultimately, my primary objective is to ensure that the efforts of the team and myself consistently embody the legacy my father left behind. Guided by his words, “If you have improved the life of at least one person, then you have not lived in vain,” I aim to uphold this philosophy in all my endeavors.
