Patrizia Luchetta | Charlotte in red

Patrizia Luchetta has always been drawn to two areas that rarely sit easily together: the arts and sustainability. With Charlotte in red, she set out to connect them. Building a platform that documents women creatives and explores how art can contribute to a more thoughtful future. Here, she shares her journey, insights, and advice for fellow founders.

What inspired you to take the leap into founding or building your own career or brand?

I have always been interested in the arts / artists and in sustainability, and I wanted to create something that would allow me to combine these two worlds, to create a better future for mankind.

What has been your most defining milestone or breakthrough moment so far?

Writing a business plan for Charlotte in red as part of a Masters degree in Arts and Culture Management. It forced me to refine the vision and mission of the project, the communication about it, and most importantly what kind of services we could offer to make it financially available

What is one major challenge you faced along the way, and how did you navigate it?

The many "NOs", or "interesting but it will never work", "sorry at this point in time we can't support this financially"... you have to swallow your ego, and find the force and energy to press on anyways.

What’s the biggest misconception about starting a separate career pathway or rebuilding a business from scratch?

The biggest misconception is that you can do it as a side-kick. Yes to some extent it is a side-kick, but one that will swallow a lot of your "free" time. And if that separate career pathway has nothing to do with your main one, at some point you will have to make a decision.

Behind the public milestones, what quiet personal or operational sacrifice are you most proud of navigating?

I'm most proud of not giving up, despite the obstacles I faced from the onset, and I also have to credit the friends who have supported me along the way. Even when you’re building as solo founder, having a strong community that shows up for you, is essential.

What piece of advice would you give to another woman who is hesitant to start building her own venture or career path?

I would say it's important to ask yourself the question "Why". Do I want to build my own venture or career path because I'm simply unhappy with my current job? Or is it because you have a passion, a drive for creating something, a desire to contribute? If it is the latter, do not hesitate. Sure you have to do your homework before getting started, but the passion will help you navigate the challenges on the way.

Why We Are Featuring Patrizia

We are featuring Patrizia Luchetta because her work at Charlotte in red exemplifies how creative vision and environmental responsibility can converge to drive meaningful impact. By elevating female creatives and fostering dialogue around sustainable practice, she demonstrates that building a brand is not just about commercial growth, it is about shaping a more conscious, forward-thinking future. Her candid approach to navigating setbacks, securing financial viability, and cultivating a support network offers priceless encouragement to women stepping into entrepreneurship.

Connect with Patrizia

Website: www.charlotteinred.com

LinkedIn: Patrizia Luchetta on LinkedIn