Fiorelli is born as the brainchild of a marketing guru in Australia, working for a tyre company. Accessory company, Oroton, take over the brand. Fiorelli takes the London fashion scene by storm and the bags are a success with young consumers. 

Fiorelli opens their flagship store in Canary Wharf, London. 2004 becomes an immensely successful year for Fiorelli, as they become one of the leading handbag brands in the UK. Fiorelli launch their website, giving the consumer the opportunity to browse and purchase from the whole Fiorelli range. Fiorelli is launched in Germany.