Our story
After more than 20 years of writing about and living in Italy, Luminata was founded in 2021, inspired by a lifelong passion for the country and a Nordic–Italian family heritage. As a family business, we invite our guests to experience Italy as locals do - immersed in its history and culture, enjoying its most authentic food and wine, and taking part in carefully tested, meaningful experiences, from cooking classes and tastings to cultural and literary journeys, Italian language courses, and workshops. Headquartered in Naples and Tallinn, we work across Naples, the Amalfi Coast, Capri, and Procida, with a growing presence in Tuscany, including Florence and its renowned wine towns.
Evelin Ojamets, Founder of Luminata
Author of the travel book "Napoli ei lase üksindust tunda"
/ "Napoli non ti fa sentire sola" published in 2024
Our values
Mediterranean spirit
Mediterranean spirit lies at the heart of what we do. We draw constant inspiration from everyday life, finding beauty and meaning in simple moments. We value experiences and people over possessions - what matters is not what you have or where you come from, but what you do and how you do it. Above all, we believe in genuine human connections, happy encounters, and a spirit of openness and warmth towards everyone.
Nordicness
Nordicness shapes how we work. We believe in a down-to-earth approach: being effective, well-organized, honest, and straightforward in everything we do and communicate. We don’t overpromise, and we always deliver. At the same time, we value and promote the Nordic principles of well-being, care, and sustainability, for our people, our customers, and the wider community.
Curiosity
Curiosity drives us forward. We never stop learning and exploring, as this is how we create meaningful experiences and provide expert guidance to our customers. We love what we do and aim to make a positive, lasting impact on both the business and personal lives of those we work with. We learn from our mistakes and continuously seek better ways of doing things, while staying true to our core values and purpose.
Elegance
Elegance guides everything we do. We act with class and integrity, and we don’t just show the way - we accompany our customers every step of the journey. We create memorable, impactful experiences for both private and business clients, with great attention to detail, a can-do attitude, and that final elegant touch that makes all the difference. We value simple beauty and timeless design over anything flashy.