The Roots of an Extraordinary Journey
It all begins on a road that looks to the future.
In the heart of Florence, a vital artery takes shape, connecting the Duomo to Piazza SS. Annunziata: Via dei Servi is born, destined to become a silent witness to a long history.
1298
Urbanization of the City of Florence
A straight road is created from the Cathedral to Piazza SS. Annunziata: it is Via dei Servi.
1421
Via dei Servi is paved
Thanks to a paving project, Via dei Servi acquires greater importance and value.
1471–82
Palazzo dei Mercatanti
An urban plan of Via dei Servi is drawn up. The two-story buildings lining the street are used as drawmills by the two most powerful major guilds: the Wool Guild and the Merchants' Guild. The building of the SS. Annunziata Pharmacy belonged to the Merchants' Guild (the Aquila Drawmill).
1561
The spice shop opens
Domenico Brunetti opens a shop used as a spice shop in the building owned by the Nuns of San Niccolò, near the famous Florence Cathedral.
Every era has left its mark
From the 17th to the 20th century, through transformations, challenges, and rebirths, the story that still animates Farmacia SS. Annunziata unfolds today.
17th century
Furnishings
The historic headquarters of Farmacia SS. Annunziata is enhanced with splendid furnishings dating back to the 17th century.
1876
From apothecary to a pharmacy
The insignia of the SS. Annunziata was placed above the entrance, a ceramic effigy framed in pietra serena depicting the scene of the Annunciation. The pharmacy was renamed the Pharmacy " under the sign of the SS. Annunziata ."
1935
New name
The final name changes to become “Farmacia della SS. Annunziata”.
1966
The flood in Florence
An overflowing of the Arno River caused a violent flood that affected the entire city of Florence, inundating several buildings. Restoration work continued for many years, and fortunately, most of the historic buildings were preserved.
A Family Story
A link between past and future, guided by the Azzerlini family.
Farmacia SS. Annunziata is not only a place of tradition, but also the heart of a family tradition that, from generation to generation, has evolved without ever losing its identity.
From the 1970s to today, the Azzerlini family's commitment and vision have transformed a historic company into an internationally recognized brand.
1970
Carlo Azzerlini and Laura Pizzati
Married a few months earlier, they became the new owners of the pharmacy, which already produced several creams, including Cucumber Cream, used by cyclist Gino Bartali to massage his athletes.
1970-72
Elena and Leonardo Azzerlini are born
Elena and Leonardo Azzerlini were born. Elena, after graduating in Economics and Business, began working with her father on the commercial and marketing side of the family business, while Leonardo, who graduated in Pharmacy, worked with his mother on the chemical and technical side.
1985
First line of cosmetics
Carlo and Laura Azzerlini modified production by introducing more modern machinery, thus creating a product line that includes approximately 150 items.
1991
KER srl
The laboratory of the pharmacy on Via dei Servi is relocated to the new premises of KER srl. The brand “Farmacia SS. Annunziata dal 1561 Firenze Italy ” is introduced.
2004-2008
From the first fair to the great international showcases
The debut takes place at COSMOPROF in Bologna with the cosmetic line and the first distributors.
With the birth of the perfume line, participations extend to WHITE SHOW and ESXENCE in Milan, PITTI FRAGRANZE and PITTI UOMO in Florence, AMBIENTE in Frankfurt and GLOBAL ART OF PERFUMERY in Düsseldorf.
Meanwhile, the pharmacy business selling medicines was moved to the northern part of Florence, while the Via dei Servi location took on the role of "Historical Headquarters of the Farmacia SS. Annunziata since 1561 – Florence, Italy."
Between celebrations and new perspectives
A decade of consolidation and openness
A period marked by important anniversaries, new home collections, and expansion with stores that strengthen the brand's presence in Florence.
2011
450th Anniversary
The fragrance commemorating the 450th anniversary of Farmacia SS. Annunziata is released. Iris, its keynote, is a tribute to Florence and its symbol.
2017
Home Fragrances
Creation of a line of 7 home fragrances with a history linked to the Major Arts of medieval Florence.
2018
New store
In June 2018, Farmacia SS. Annunziata opened a new store in Florence, at Via Porta Rossa 43r, resembling its historic location.
2019-20
The renewal process begins
Elena Azzerlini, now Owner and Commercial Director of KER srl, is embarking on a journey to enhance the family business, aiming to export the values of the Farmacia SS. Annunziata 1561 brand worldwide.
2021
A new image, a special anniversary
February 12th marks the official presentation of the new identity of Farmacia SS. Annunziata 1561, led by Elena Azzerlini.
In the same year, on the occasion of the 460th anniversary, a celebratory collection of personal fragrances was created, with the launch of the Anniversary scent.
The latest creation of Farmacia SS. Annunziata 1561
Al Rihla, signed by the nose Arturetto Landi, represents an unprecedented milestone in the history of the brand: it is in fact the first limited edition Extrait de Parfum .
A fragrance conceived as a sensory journey, distinguished by its intense concentration and profound persistence, combining oriental, spicy, and vanilla notes. This launch marks the beginning of a new journey, designed to explore even more exclusive olfactory territories.