Carmelo Rizzo Italiano

I’m simply a 45-year-old man; on May 1st, to be precise, I’ll be 45 years old on Planet Earth.

I was born in the province of Lecce, the last city in Italy in Puglia, and I arrived on Planet Earth on May 1, 1981, an important date in Italy: “Labor Day.”

I come from a family of hard-working people, and I’ve been quite fortunate. I’ve lacked nothing in life. My father, Giuseppe Rizzo, and my mother, Candido Valeria, were great workers. My father, simply, was a plumber, but at one point in his life, he began building two houses as a family investment. But then something extraordinary happened: he became crazy about concrete and carpentry. About 15 years after those, he built two first homes. My father founded Magic Life Lecce and built the largest real estate complex in the city of Lecce, 300 apartments in just two years, alone and without any other partners. I’ve always wondered how he managed to get from a simple plumber to these levels and, to be specific, my father was not an engineer, he had not studied, he was an unfortunate child, he had lost his mother at a very young, in fact my name Carmelo is in memory of my grandmother Carmela, whom I never knew. My mother was by his side and took care of many things but she specialized in company accounting in addition to taking care of the house and us children. They made many sacrifices together, but they managed to realize huge and monstrous projects. For me, however, my father was a fortune, but also a misfortune, it is not easy to be the son of an important, capable and strong man, there are certainly advantages, but also disadvantages. Now, let me tell you about myself: my family raised me to always work. When I was young, my father took me with him to work on construction sites, and I had to wake up at 6:00 in the morning. They taught me about sacrifice. My family and I were used to working on Saturdays and Sundays. Even when we were eating, we always talked about work, problems, and things to solve. In any case, I have cultivated many passions: music, cinema, art, and much more. Let’s just say I’m well-educated in these fields.

I had everything in life thanks to my family. I was truly fortunate and very proud of my parents. My father was my idol. He had 100 employees and many companies worked for him. Of course, there were beautiful cars and many other wonderful things, many “friendships” and acquaintances. In short, we were a very wealthy family, everything was going great at the highest level. But then a strange thing happened in Italy. Without being elected by the people, Mario Monti became Prime Minister and invented the property tax called IMU. From that moment on, many things changed in the real estate sector in Italy and many entrepreneurs found themselves in great difficulty. Unfortunately, because of the choices of this politician, who was not elected by the people, many entrepreneurs also committed suicide.

I never accepted this. Obviously, even our companies, which are always active, had to lay off workers and change their business strategies.

At that time, I began to no longer believe in the Italian system. Now I’ll explain why.

Despite being the son of great builders, for several years I had been passionate about logos, graphics, and communications. In short, I’m a person who loves creativity. I’ve always loved Lecce, Salento, my homeland. I handled communications campaigns for my family’s companies, I appeared on television programs to promote our real estate developments, but I also had my own independent creative projects. I wanted to grow my homeland, I wanted to deseasonalize tourism in my homeland, and I had a company, EstremoLemboEst.com “Only Quality Salento.”

This was the slogan. We had created a beautiful registered trademark. I also threw a big event, “Salento Ama l’Arte,” and the mayor at the time happily elected me Man of the Year 2010.

During that period, however, from an absurdly simple story, a name was born: Umberto Bruno.

I created the logo, initially a black mustache, and I ran a shocking advertising campaign, “Umberto Bruno Coming Soon.”

I also purchased the domain name www.UmbertoBruno.com.

But obviously, anyone who accessed the site only saw a few graphics; there were no phone numbers or emails. For three or four months, everyone wondered who this mustache was. During those months, I studied what to do with this logo, and later I presented it with a tricolor mustache, and I had decided that the logo had to represent Made in Italy.

 

So this creative project began and for two years I created some highly appreciated fashion collections on a creative level, but Made in Italy being expensive was not easily sellable, so existential problems, and now what do I do? It was not an easy period but in the second year, I created the second collection and thanks to the help of a creative friend, Paola, a collection made in less than a month was sold in twenty shops in Puglia, the registered trademark Umberto Bruno Made in Italy was known and liked by everyone, they invited me to many events, I had also found Valeria Cisternino, a beautiful simple girl as a testimonial, and I had also created the slogan of this brand which was: Umberto Bruno “Another Way of Seeing Things”. During that period, Valeria and other very beautiful friends founded the movement, Le Umbertine,

which included Leandra, Giulia, and Angelica, who, sadly, is no longer on this planet; she is in God’s hands.

At that time, in addition to the many nightclubs in my area where I was hosted, I was also a guest in London at the prestigious Aura May Fair Club in Green Park, 500 meters from the Queen Elizabeth II residence. The event was hosted by Franco Carta, a man from Milan, who put on a spectacular evening at this club, which at the time was the number one in the English capital.

I went with Giorgio, a friend of mine, and it was an incredible success.

 

After the success of the second collection, however, problems again, I had made some mistakes, I had not taken care of my self-image, but these are personal things that I will explain on other pages of this Network, I did a thousand things that were all appreciated on a creative level, but I was not good at management, everyone believed in my communication projects, but I was unable to manage things well, I stopped again and then the Italian crisis arrived with the Mario Monti Government and I began to not feel well, I was too unhappy, I had created so many things that I could no longer achieve. Totally dissatisfied with myself and depressed to the max, in 2020, I decided to start my life from scratch, and I left through an acquaintance again in England, but this time not to be a Creative, but to be a Laborer in an Italian Bricklayers Company. On September 17, 2020, I boarded a plane, and from there my entire life changed, as I will recount in other pages of this Multimedia Book.

Here, in England, my mind has always been in good health, here I have found an original world, here on Planet England I have become strong physically and mentally, because here I have seen true Marketing, true Image in Communication, Web Marketing at the highest levels, here I have met Romanians, Albanians, Moldovans, English, Brazilians, Ukrainians, Scots, Poles, and Irish. I emerged from a tunnel of depression in Italy, and I found wonders on Planet England. It’s not easy to explain in one page, I’ve been living here for five years and I’ve always enjoyed being with people from all over the world, from Italy, I will certainly always love the excellence of Made in Italy, the music, the cinema and many beautiful things that we Italians are known for all over the world, but here the system is different.

My first city, as many of you know, was Didcot. Later, I lived in the small village of Chalgrove and then in Oxford. Here on this planet, I had so much fun, I worked so hard, first with the Bricklayers and then I had a wonderful experience on the giant Chalgrove construction site with the Manager of the Year, Mr. Alan Sharp, a great Englishman.

On this planet, I was fascinated by communication techniques, by the care of brand image, by the millions of beautiful logos, and here I delved into my secret subject: I studied a lot, I stressed my computers, I discovered strange things I didn’t know before, I went to work on construction sites and after work, I did computer investigations, often until late at night. I studied the Communication, Image, Marketing and Web Marketing of countless companies that I saw here but above all the big brands, Red Bull, Coca Cola, Armani, Amazon, Facebook, Booking, Sainsbury’s, Dolce & Gabbana, Instagram and countless others, I studied their organization of the Brand Image on the Web and thus I delved into a Secret Subject that the English invented which is little known in Italy.

Here in this New Planet, I have been three consecutive years without returning to Italy, on the construction sites I always had fun with all the people, but here the story of the Labourer Of The Year was also born, the construction sites here are totally different from Italy and there is a lot of work, my most important experience was in the first three years at the Miller Homes construction site in Chalgrove in Oxfordshire where I was elected Labourer of The Year by a great Manager MaraDona and from that moment I had to continue to try to always be a good worker. I observed those three years a lot, but then due to a health problem, in 2023 I came down to Italy, and I didn’t know what to do, I missed Planet England too much, in Italy obviously I had a job, I had a house, a nice car, I was with my family, I was fine, of course, but I was depressed again, very depressed, I had become weak, I didn’t see logos, colors, nice advertisements and above all, in Italy nobody knew my secret matter, it was useless to talk about it, I looked like an extraterrestrial. I spent almost a year in Italy, but then I decided to leave again, a friend of mine Giovanni helped me, he found me a Bed and Breakfast, I was depressed to the limit but I had to overcome the monster, on November 17, 2024 I decided to leave again and a new difficult great adventure began, I worked for eight months in the large Trinity construction in Oxford with the company McLaughlin & Harvey where I also helped the construction company Mitchellson and I met my friend Charles from Ghana, and subsequently the best experience of all in Glencar where we built the Tech Edge West in Harvell in just nine months, a fantastic place, the center of Innovation and Science, and here my research dedicated to Queen Elizabeth started again, which I had abandoned when I returned to Italy. In all the construction sites I have always been the only Italian and I have always been committed, on this planet I change, I become strong, I have a great desire to do and to live and especially in this last construction site I have committed myself even more, now however I will have to leave the planet England for a while and take care of something else. I thank all my managers with whom I have worked, I thank Doctor Valeria Ladino who is the only woman I have heard from Italy, I thank all my colleagues both from the last construction site and the previous one, I thank my family, my daughter Perla and all those who believe in what I do and what I study and deepen every day. Unfortunately very often people offend Intelligence, and I do not, I do not let myself be offended, I am made like this. I believe this is a beautiful new journey for me, but also for all of you. Anarchy, Long live My Life.
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