The Gaibanella tobacconist’s shop: a century of history between family and music

In Gaibanella, in the province of Ferrara, there is a tobacconist’s shop that is much more than a simple point of sale. Active since the 1920s and run by the Mascellani family since 1937, this shop has lived through almost a century of history, following the changes of the village and the community that grew up around it. Over time it has become a familiar, recognisable place, able to preserve memory and relationships as well as its own commercial function.

Among the most evocative memories are those linked to the 1940s, when between tobacco, salt and everyday life, arias by Puccini dedicated to Mrs Tosca would ring out. A simple episode, but one able to capture the atmosphere of an era in which shops were also spaces for social life, encounters and sharing. We talk about it with Francesco Mascellani, a direct witness to this long family history, still present every day alongside the new generation.

How did the story of your tobacconist’s shop begin?
The tobacconist’s shop has existed since 1928, but it entered our family in 1937, when my father became a co-manager. The following year my aunt became the owner, but shortly afterwards she decided to take her vows and leave for Uruguay. So the business passed to my mother Tosca and my father, who carried it on together. From that moment the tobacconist’s shop became an integral part of our family, not just as work, but as a daily point of reference.

In the 1940s the tobacconist’s shop was also a small “stage”. Can you tell us about this episode?
Yes, it’s one of the loveliest memories. A customer of ours, a family friend, enjoyed singing tenor in his spare time. When he came into the shop, he would dedicate a serenade to my mother Tosca, singing arias from the Puccini opera that bears her name. They were simple but very moving moments. On those occasions, the tobacconist’s shop almost turned into a small improvised theatre, where everyday life mixed with music.

Is there any record of those moments?
Yes, there is a photograph from the 1940s that captures exactly one of these scenes. You can see this man singing, facing into the shop. Today that photo is kept in the FIT Historical Archive and is a precious testimony of that era. For us it has enormous value, because it doesn’t just tell a curious episode, but represents a fragment of our family history and the role the tobacconist’s shop had in the life of the village.

Your business has evolved a great deal over time. What role did it play in the community?
The tobacconist’s shop wasn’t just a place to buy cigarettes. It was also a trattoria, a café, a delicatessen and even a petrol station. It was a meeting point for everyone, a place people came to talk and be together too. In a village, businesses like this played a fundamental role: they were places where news, stories, friendships and habits passed through. People came in to buy something, but often stopped to exchange a few words too.

When did you join the family business?
In 1968, when my father fell ill, I decided to stay in the tobacconist’s shop to carry on the work. Then my wife Roberta also joined as co-manager. We carried on together for many years. It was a natural choice, but also a very demanding one, because it meant taking on an important responsibility. Carrying on a family business means respecting what was built before, but also adapting to changing times. Over the years habits, services and customer needs have changed, but the same spirit of welcome has remained.

Who carries on the tradition today?
Since 2016, ownership has passed to my daughter Emma. I still continue to be there every day, though. It’s a job that gets into your blood: it’s not just a trade, it’s a part of life. Seeing the tradition continue with a new generation is a great source of satisfaction. It means that everything that was built doesn’t stop, but finds a new way to carry on.

What does this business mean to you?
It means everything. Family, sacrifices, memories. We always say: alone we would be nothing, but together we are everything. And it’s exactly this that has allowed us to carry on for so long. The tobacconist’s shop has been the common thread of many lives, a place where work and affection have been woven together every day. Looking at it today, I don’t just see a commercial business, but a story made of people, encounters, hard work and beautiful moments. It’s part of our identity and, in some way, also of the history of Gaibanella.