Giuliana Becatinni of BEGIULS

Specializing in dressmaking and women’s fashion, Giuliana’s creations are all made and sized in her Florence bottega on Via Romana, cut and sewn by hand from natural and locally-sourced materials. Visible stitching, either tone-on-tone or with contrasting colors, highlights the sartorial construction of her designs. They are the realization of her vision to create exclusive pieces made with meticulous attention to detail.

Giuliana’s passion for aesthetics and creativity was nurtured by her like-minded father and grandmother. From an early age, Giuliana loved drawing and designing clothes and brought her concepts to life. She began sewing her own clothes, which were met with admiration and enthusiasm from her friends. This inspired her to study fashion design and then to launch her own brand – BeGiuls. The name, pronounced “Be Jules”, conveys her brand ethos: Be yourself! 

The BeGiuls brand combines Giuliana’s passion for hand-made craftmanship with her unique twist of detail and timeless style. “My designs are all extensions of my ideals of fashion; clothes for everyday life, but also pieces that will be favorites for years. When your designs appeal to people, there is a special connection. You put part of yourself into everything you make.”


Giuliana Becattini
Atelier: Via Romana, 62/R - 50125 Firenze, Italy

phone +39 055 2286482


Sdrucciolo de' Pitti, 22/R - 50125 Firenze

Photo credits: Melissa Ramondelli, Kate Sippey, Emma Cecilia Rosandich