Velleda
Magnoni laughs and chats with a shop owner across the street. Out of the
corner of her eye she keeps a close watch on the beaded door to her shop.
After a few moments of conversation, she abruptly apologizes and darts inside
to tend to a customer. Squeezing behind the counter, she says, "buon
giorno!" and ties her apron. For twenty-eight
years, the Magnonis have been in charge of cheese in this part of town.
Velleda's mother left the family's shop to her daughter after moving from
the piazza to a side street in Cagli. A third-generation owner probably
won't be in the Cheese Shop's future. Chiara, Velleda's fifteen-year-old
daughter has ambitions to be a fashion model, not a cheese merchant, someday.
The products in
Velleda's shop attract a loyal clientele, especially those who prefer all-natural
ingredients. Velleda likes cheese but also loves the social aspect of her
shop. Long before she was in charge of cheese here, she remembers one faitful
customer in particular, Angelo. Each morning, he would stop by to purchase
"50 grams of prosciutto," Velleda recalls. Now that Angelo is 88
years old and ill, his sister buys from Velleda's shop and delivers the
food to Angelo and his wife. But not to worry, Velleda assures. She misses
seeing Angelo, yet people come and go. Her newest friends are a couple who
moved to Cagli a little less than a year ago. While buying bread, they talk
about personal business and problems. Velleda smiles again. Being sociable
is "my way of doing things," she says. When asked if she
knows all of her Cagliesi cusotmers by name, Velleda responds,"Si,
Si, Si, Si, Si...I'm made for this kind of work." 
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Graphic Design: Ellen Pittoni |
Design Production: Ellen Pittoni, Alexandra Samet |
Writing: Ellen Pittoni |
Photography: Ellen Pittoni, Joseph Salvati |
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