Emanuele Toso, an Italian, originally from Verona, studied economics and international business at university and graduated in 1985. He started his career as an export manager director in a leading Italian fashion company. During this time, he travelled worldwide with responsabilities that included the Middle East. He gained a great knowledge of the region, attained a respect for its rare values that still persist and felt at home. He realised that there was a need for someone to promote.