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Carlo Pignataro: ‘Serve With Style’

Helping a luxury business coach spread his message internationally with a book translation

The client

Carlo Pignataro is an expert in luxury brands and business. A speaker and podcast host, his first book, Sell With Style, came out in 2016 in Italian, English and Russian. I collaborated with luxury translation agency AK Translating to translate his second book, Serve With Style, into English.

The project

An English version of Serve With Style meant Pignataro would have an additional way to connect with his international audience. It would allow workshop participants and conference attendees to explore the topic in more detail, as well as bring his work in front of a new audience. Although Carlo speaks excellent English, he knew that working with a professional translator would result in a polished, publication-ready book.

Since Pignataro’s first book had already been translated into English, I needed to be mindful of style and terminology. Maintaining consistency was paramount. However, it also needed to be easy to read and engaging for those reading in English – including non-native speakers.

One of the challenges was translating the foreword. The writer’s eloquent style was beautiful in the Italian original, but the foreword needed considerable work to transform it into something that replicated his message in a clear and engaging way – and didn’t compromise on his style.

Take a look at a blogpost which examines Piganataro’s 5 principles of customer service here.

In the client’s words:

Anastasia Kozhukhova of AK Translating, who managed the project, said: ‘I was lucky to work with Fuschia on a very important book translation project and strongly recommend her as a brilliant localisation expert providing translation of impeccable quality. When you deal with the content for the luxury industry, it’s crucial to find a reliable person who will understand your needs without a word.
That’s what Fuschia did. She worked at the text with all her heart. Throughout the whole project, I had a feeling that the project was in safe hands. If you look for impeccable Italian to English translation (where even subtle cultural nuances are taken into account), don’t think twice and get in touch with Fuschia!’