"Why book? In the heart of bustling Florence, Hotel La Gemma is a serene, design-minded oasis—for a town known for its ancient history, this is no dusty relic. Set the scene You’ll find La Gemma right near the central Piazza della Republica—you really can’t get more in-the-mix than this—but as you arrive, you’ll be relieved to find that the hotel is tucked on a tiny side street where the clamor of tour groups momentarily fades away. Some of the city’s most luxurious, palatial stays have anchored themselves a bit further from the hubbub of Centro Storico, but La Gemma is a boutique for a fashionable set willing to spring on high style and a convenient location. (How often are you in Florence, after all?) There are travelers from New York and Dubai alike, usually in couples, and a quick scan of the lobby proves that guests here have mastered the art of looking polished without veering into flashy or stuffy territory. Coming into the emerald-green lobby off the time-worn cobblestone streets feels like a big exhale—everything, and everyone, is just smoother around the edges once you step inside. The backstory If you want to know what happens when a high-style Italian family puts their heads together on a hospitality project—in this case, four siblings and their mother; one with a background in fashion and another an expert in real estate—Hotel La Gemma is the result. This is the Cecchi Family's first foray into hotels. Pay attention, because four more Italian locations are already in the works (Milan, Rome, and Sicily's are being whispered about in these halls). Future locations will most likely echo what the Florence outpost has done: Be the kind of place the family hopes to land on their fabulous, global trots. You’ll notice the décor here subtly nods to places they love; evocative black-and-white photos of Rio de Janeiro, for example, lend a tropical ambiance to the dining room. The rooms Much like the rest of the hotel, the rooms feel like velvet-padded jewel boxes. The curved, velour headboards, marble-topped writing desk, and thick curtains span the emerald spectrum, with brass accents on bedside lamps and bookshelves. A representative for the hotel tells me that the family loves the decadence of the Art Deco period—minimalism is not in their vocabulary—and the plush, willowy bends of everything in the room speak to that. Another nod to lands faraway can be seen in palm fronds printed on the wallpaper; but the Italian-made Faber espresso maker on the sideboard and thick tomes on Leonardo da Vinci and the Uffizi museum remind you exactly where you are. Rates start at $500 per night. The junior suites with a terrace (only some of them have one) are a treat if you’ll take advantage of the extra space. Apartment and lofts suites, which really feel like your own sophisticated crash pad, are dreamy for longer stays (these also have their own patios, and some have free-standing tubs). Food and drink As at many great hotels in Europe, the included breakfast is fabulous—fresh juices and smoothies, smooth and strong coffee, and a mix of pastries and to-order eggs really hit the spot before a day of exploring (I had to make a conscious effort to save space for the focaccia and pici I planned to eat for lunch and dinner). And while I was reticent to eat further in my hotel, given the spoil of culinary riches just outside the front door, a mid-day retreat for lunch at on-site restaurant Luca’s was no waste of a meal when you need something easy and low-key (I got the red shrimp carpaccio; my husband, a surprisingly good burger). The cocktails—and bartender’s recommendations—were also fantastic. The spa When I visited in late June 2023, the underground spa was awaiting its grand opening—as is a common occurrence in these parts, the construction encountered some items of archaeological significance, I’m told, and had to hit pause. When it opens, the spa is intended to evoke a Roman bathhouse. The neighborhood/area You’re in the thick of it here, but the good news is you can duck in and out of the slipstream of tourists as needed. Take advantage of the supremely convenient location to beat the hordes to the Duomo or Uffizi in the morning, if those are on your list. If and when you want more of a local scene, wear comfortable walking shoes and head across the river to find quieter streets, with just as much charm. The service It seems like a cliche to say that I was greeted like family here—but I was from the moment I stepped through the front doors (and when I got to breakfast, and when I encountered room service leaving a complimentary dessert and flowers on my birthday, and, frankly, every time I passed through the lobby). The energy of this team is warmer than you might expect from such a chic setting. The effectiveness of that kindness was put to the test when my sister’s flight back to New York City was canceled and we needed a last-minute sofa bed made up in our room for her—it was ready in 15 minutes, and from then on, the team warmly greeted the three of us every time we went in and out of the hotel. For families If you’re traveling with boisterous children, they may be the only ones there—but the apartments, with their separate entrance and multiple rooms, make it easier to get the La Gemma experience without feeling like you’re herding bulls in a china shop, since you won't have to pass through the serene lobby. Eco effort The bathroom thoughtfully had both larger shampoo and conditioner dispensers, while also offering travel-size bottles (though I always hope everyone will stick to the larger bottles). A notecard explaining how to reduce laundry waste with towels was also appreciated. Accessibility Elevators connect each of the floors—but be mindful that there’s a slope on some of the room floors, near the stairs, that is easy to stumble over if you’re not paying attention (I did it twice, because I was on my phone, naturally). Anything left to mention? The hotel is still unveiling itself—tables and chairs will be placed out front, for guests who want to enjoy the soon-to-open lobby bar. I know I’ll be beelining it here on future visits to the city to grab a Spritz right out front before diving head-first into this city." - Megan Spurrell
