After graduating in Biology at the University of Bologna, Dr Giorgini devoted himself to the study of herbal medicine.

As he lived in the countryside, he started collecting herbs and, in 1977, opened an herb shop in Cervia. He called it Vis Medicatrix Naturae (The Healing Power of Nature).

At that time, herb shops used to sell only bulk herbs to make home herbal brews: it was the consumer who had to ask for "herbal teas ready to use".

First, they were sold as powder, then as liquid extracts, and finally as beads, the famous "Veravis" beads.

The herb shop is located in a tourist place, so when consumers return to their city, they talk about this "new" fashion to their Herbalists and these begin to request ready-to-use herbs from Dr Giorgini. He works every day, including Saturdays and Sundays, occupying the entire house and its farm buildings.

After seven years he is at a crossroads: busy as he is preparing his products, he arrives at his shop increasingly later, even after closing time!

Dr Giorgini finally decides to buy a homestead nestled amidst the hills between Tuscany and Emilia-Romagna and devotes himself to manufacturing. The location with no factories and plantations, 500 m above sea level and out in the open, is important as it allows collecting water from rain and dew, to be then used in manufacturing processes instead of the common deionised water, coming from waterworks and springs.