Stefano Mocellini Ceo & Founder, Live Story

Stefano Mocellini, born in 1979, began his career as a professional racing driver, winning the Formula Campus Winter Championship (1999) and the Italian F3 Championship (2001), before competing in Formula 2. Since 2001 he has been active in e-commerce, founding eties.it in 2004, which became one of Europe’s leading men’s accessories marketplaces. In 2010 he founded Diana Corp., a fashion and luxury e-commerce company later merged into the Italian Group Celeste in 2022, marking his first exit. In 2018 he launched dAgency, a leading Italian Shopify Plus agency, also sold in 2022. Today he leads Live Story, a no-code platform for digital experiences, which raised a $2.7M seed round in 2025 to expand across Europe, starting from the UK and Nordics. He is also developing a hospitality project based on exclusive villas inspired by downshifting.