BeGiuls: how the brand was born Skip to content
BeGiuls: Sartoria contemporanea, ti racconto come è nato il brand
May 3, 2023 Silverback Studio

BeGiuls Contemporary tailoring: I’ll tell you how the brand was born

BeGiuls was born in 2011, with the opening of my atelier in Florence, in the heart of the Oltrarno district.
 The name BeGiuls comes from a blend of my first and last name,  Giuliana Becattini, designer and founder of the brand. “Giuls” is the name my family and friends have always called me.

I create custom, made-to-measure garments with a contemporary design, crafted from natural and sustainable fabrics, enhanced with hand embroidery and artisanal appliqués. Clothing and accessories designed to be elegant, practical, and always unique.

What inspired me to found the brand was my constant search for high-quality, tailor-made pieces to enjoy in everyday life. I have always had a deep passion for handmade creations, ever since I was a child watching my grandmother Adele hand-stitch dresses and knit garments. That’s when I decided to create clothes that, beyond being crafted with passion and attention to the finest details, would give charm and personality to the women who wear them.

Another aspect I love about creating garments is their high level of personalization, their uniqueness, because they are made together with my clients, often incorporating their own ideas and personal style.

Every day in my atelier, I design and sew iconic pieces to celebrate the beauty and femininity of every woman, especially those who never want to give up the elegance and style that define BeGiuls creations. I am constantly seeking new natural and sustainable fabrics, bringing my vision into each and every garment.

From a bold hue to an invisible lining, every choice is intentional. The materials tell stories of craftsmanship, sustainability, and authenticity. I love to combine fine textures, prints, trims, and hand-applied embroidery to create a style that is both unique and instantly recognizable.

Discover the BeGiuls experience.
 Book a private consultation or fitting in Florence, or in the cities where I work — Milan, London, and New York. Every garment is as unique as you are.