Born as a small carpentry workshop, this company from the Marche region now operates on a global scale
Since the 4th century, Loreto has been a beacon of faith and Marian devotion, becoming one of the oldest and most venerated Christian pilgrimage sites. The Sanctuary houses the Holy House, believed by tradition to be the home of Mary and Jesus, miraculously transported to Loreto. Even today, this sacred site draws pilgrims from all over the world, bearing witness to a deep spirituality tied to the image of the Holy Family of Nazareth. It was here, in 1957, that L.A.L. was founded – a small carpentry workshop that, over time and in response to growing demand for religious items from pilgrims and tourists, specialized in the production of sacred articles, becoming a benchmark in the sector.
Renato Moroni, managing partner, shares the fascinating story of L.A.L.:
«My father and uncle, both humble carpenters, opened a tiny workshop just a few square meters in size. They began by crafting doors, windows, tables, wheelbarrows, and even wine barrels. Over time, they decided to dedicate part of the business to creating and producing rosary items. The company continued to grow, and with the entry of myself, my sisters, and my cousin as managing partners, there was a significant generational transition in 2003. Today, we’re moving toward the third generation, with our nephews joining the business – a source of great pride for us».
Cristian Areni, sales assistant and member of the new generation, describes the company’s offerings:
«We offer a wide range of products, from crucifixes to rosaries. We are among the leading producers still maintaining the Made in Italy tradition, a key distinguishing factor. Our production allows us to collaborate with various commercial partners – from shops specializing in sacred furnishings and religious items to major Italian and international sanctuaries. Thanks to the second generation, the company developed a significant international commercial network. Today, over 50% of our revenue comes from 58 countries worldwide. Recently, we even entered prestigious museum bookshops, including the Vatican Museums in Rome».
Moroni, how did you face difficult times, such as during crises?
«Our priority has always been not to abandon our clients. During the pandemic, while everyone was confined at home, we chose not to stop. Even though our 2020 collection was ready, we continued to innovate. Moreover, since travel was impossible, we created professional videos to showcase our products. This allowed clients to feel supported and not forgotten – a strategy that proved highly effective».
Innovation and tradition—a winning combination. Moroni, what are your strengths?
«Besides our long history and family management, we focus on quality, attention to detail, and craftsmanship. And then there’s customization: many clients seek unique products, even in small quantities. Providing samples and custom drafts makes each client feel attentively supported, regardless of order size».
Areni, what is the company’s philosophy?
«Our philosophy is deeply rooted in Christian tradition: family, customer care, and respectful communication. Our entire historical evolution is based on these principles, which have earned us credibility over time. Our mission is to serve as a channel – while priests and religious spread the faith through words, we do it through objects. The more carefully made a product is, the more effectively it conveys the message of the Catholic faith».
Over 70 years of history. Moroni, what does the future hold for L.A.L.?
«We’re optimistic. We are investing in new technologies and products, with a special focus on eco-sustainability – a topic increasingly important to the market. Another of our strengths is direct contact with clients: it allows us to receive feedback quickly and adapt to market needs».
With over 70 years of history and a perfect balance between tradition and innovation, the company continues to grow, holding firm to the family values and artisanal quality that have made it a leader in the religious articles sector.
