In 2021, Vincenzo De Rosa, a young entrepreneur aged 26, decided to launch his business with an initial investment of €5,000. Just two years later, in 2023, his company, Shurity, specializing in water purification for residential and commercial properties, achieved an impressive revenue of €2 million. Today, Vincenzo De Rosa boasts a highly successful present: a debt-free company with 11 employees, which he views not as the final destination, but as an intermediate milestone. His entrepreneurial journey has its roots in his parents’ electronics and telecommunications store, where he grew up and began working from a young age. However, it was the Covid-19 pandemic that marked a turning point in his professional path.
After being laid off from the multinational company where he worked, Vincenzo found himself without a job, but this setback turned out to be the driving force behind his success, transforming an obstacle into a pivotal opportunity. After temporarily returning to his family’s store, Vincenzo De Rosa took some time to reflect on what he truly wanted to pursue. From this reflection, the idea for Shurity emerged, initially conceived as an intermediary platform for the sale of cars and real estate. However, the project did not achieve the desired success, and Vincenzo found himself needing to explore new directions. The real turning point came when, after a failed opportunity to purchase a water purifier, he decided to focus on this sector, launching a new venture with a completely renewed vision.
In April 2021, De Rosa decided to take a bold step and fully commit to his new venture, despite his limited experience in the sector. While still working part-time at his family’s phone store, he began investing in Google advertising campaigns, following a direct business strategy: purchasing products and reselling them based on market demand. This simple yet effective approach quickly yielded positive results. Today, Shurity has evolved, becoming not only a retailer but also a manufacturer of water purifiers and faucets. In September 2024, the company opened its first Shurity Store in Latina, marking a significant milestone in its growth. Additionally, it is considering expanding through a franchising model to enter new markets and strengthen its presence.
The Shurity team is primarily composed of young talents, with eight out of its eleven employees under 30, all trained internally by the company. With the expansion of its first store in Latina and numerous upcoming projects, Shurity plans to grow its workforce, seeking professional profiles such as a project manager and marketing specialists, roles currently filled by external consultants. Vincenzo De Rosa draws inspiration from successful entrepreneurs like Jeff Bezos, Brunello Cucinelli, and Steve Jobs, who, like him, built their fortunes from the ground up. For 2024, Shurity has set ambitious goals, aiming to reach a turnover of three million euros and acquire a warehouse of over a thousand square meters to support the company’s rapid expansion.