Person of the Month: Elena Bonaldi 

In the vibrant heart of local neighbourhoods, behind the brightly lit shop windows of small businesses, lies one of the most delicate challenges for the future of cities—especially Bolzano. Elena Bonaldi, President of Confesercenti South Tyrol, is convinced of this: “A shop is not only a place of economic exchange but a social outpost that helps keep neighbourhoods alive and safe, and this has always been true.” It is a conviction rooted in her own story: together with her sister Silvia, she runs the family’s historic jewellery store on Via Dalmazia, founded by their mother Rosella Bonaldi in 1959, when the area was still a new and growing district filled with dreams, hope, and a sense of the future.

President Bonaldi, what does it mean today to run a business outside the historic centre?

It means, first of all, facing a global and invisible competitor: online commerce. It’s impossible to compete on the same level as large digital platforms, let alone chains that benefit from economies of scale and unlimited offerings. Often, these two players join forces, amplifying their market impact. What we can—and must—do is differentiate ourselves: be present online to be found, of course, but above all, focus on expertise and direct relationships with our customers.

You run a successful neighbourhood shop. How do these kinds of businesses stand out in South Tyrol’s economy, largely made up of SMEs?

The difference lies in expertise, as I mentioned, but also in continuous learning and the ability to listen. Large stores often lack qualified advice, while a passionate shopkeeper offers years of experience and product knowledge, and often knows their customers personally. Add to that after-sales assistance, an invaluable service: people know they can come back to us and find support. Equally important is the ability to give honest advice, even at the cost of losing a sale. That’s how you build trust, which is, in the long run, the most valuable asset.

A Social Role at Risk…

A neighbourhood shop is an integral part of community life. People greet us every day, ask for information or small favours; our shop windows light up the streets and make neighbourhoods safer. Especially for the elderly, the presence of shopkeepers is a point of reference. That’s why I define local commerce as a true social anchor, and why it’s essential to pursue policies that support it. It’s the most widespread network we have.

What role does Confesercenti play in all this?

As President, I see the association as the unified voice of South Tyrolean businesses, not only in retail. It represents hundreds of enterprises and works to ensure that the needs of local trade are heard by institutions. We bring real, concrete issues to the table, concerning not just the survival of businesses but the overall quality of urban life. We must constantly give meaning to association life through representation, relationships, humanity, and a sense of community responsibility.

We’re approaching the festive season, one of the most important times of the year for retailers…

Christmas remains a key moment, not only for consumption but for social connection. It’s when families rediscover the joy of strolling through the streets, looking at shop windows, and stopping to chat. There’s a desire to combine heart and purchase. If we can continue to meet that feeling, we’ll always be able to play our part.

Image: Elena Bonaldi, Courtesy Elena Bonaldi