Manuela Caniato Textile Art

I love bead embroidery. Where do I buy my beads? At a true paradise in Milan: Viganò. Visiting the store during Christmas is magical—the window displays evoke the holiday spirit, and the shop itself feels like a treasure trove. Inside, you’ll find an astonishing array of materials for embroidery, haute couture sewing, decoration, and millinery. The selection is so vast, it’s almost overwhelming.

Viganò has a rich history. Founded in 1919, the shop on Via Paolo da Cannobio, near Piazza Duomo, is a piece of Milanese heritage. Initially established by Carlo Viganò, who transitioned from his post office job in Desio to pursue his passion for art and craftsmanship, the store revolutionized the local market. Inspired by his time with the Fried Frères in Paris—renowned suppliers for haute couture embroidery—Viganò brought this niche trade to Milan.

The store quickly became a hub for Italian tailors, theater costumes, and elegant accessories, forming partnerships with major designers and Milan’s Teatro alla Scala. Despite challenges, including wartime bombings in 1943, Viganò thrived, particularly during the economic boom. It became a go-to destination for fashionable Milanese women and tourists alike, offering haute couture jewelry, Murano glass trinkets, embroidered shawls, and fans.

Today, customers can pick up a tray at the entrance to browse an extensive selection of beads, metal findings, and other materials.

For specialized needs, the staff is always helpful and knowledgeable. On my latest visit, I purchased goldwork “purl” for the first time. It’s a delicate, coiled gold wire used in gold work. Though it’s fragile and challenging to work with, I’m excited to incorporate it into my designs—it’s perfect for the kind of detail I love.