"Behind the Brand" is our column where you get exclusive behind-the-scenes access to our partner brands and learn more about the people that make our products. Today, we meet Leire, one of the co-founders at Papiroga.
What is the story behind Papiroga? When did it start and what was the inspiration behind it?
Papiroga was founded 9 years ago by 3 partners: Daniel Coma Cros, Estefania de Oliveira and myself, and our inspiration was really clear: we wanted to create a brand that could change every woman's mood by wearing it. Now it may seem quite normal, but 9 years back no one was talking about feeling better by choosing what you wear or a responsible buying. We were pioneers on that.
What are the values that drive the brand?
Don’t shop compulsively.
Don’t compare yourself with anyone. Just be yourself. Enjoy life.
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"Behind the Brand" is our column where you get exclusive behind-the-scenes access to our partner brands and learn more about the people that make our products. Today, we meet Leire, one of the co-founders at Papiroga.
What is the story behind Papiroga? When did it start and what was the inspiration behind it?
Papiroga was founded 9 years ago by 3 partners: Daniel Coma Cros, Estefania de Oliveira and myself, and our inspiration was really clear: we wanted to create a brand that could change every woman's mood by wearing it. Now it may seem quite normal, but 9 years back no one was talking about feeling better by choosing what you wear or a responsible buying. We were pioneers on that.
Which image do you personally feel really represents what Papiroga is all about?
Papiroga is all about happiness and statement pieces!
What are the distinctive features of the brand’s products?
We create statement pieces to change your mood. And these statement pieces are... extremely light and easy to wear!
How does the creative process for the products carry out?
We generally think on a subject that interests us (it could be a book, a ballet, a nature feature as in our latest winter collection with the Mariana's trench) and then we translate what these issues mean to us into shapes. This way we make sure that none of our pieces look like nothing created before.
Personally, what is your workday like at ?
Everyday is a new adventure! Luckily we have a very supportive team that help us a lot, and this allows us to have lots of meetings with different people that allow us to open our mind and to find different opportunities!
Is there a specific product or piece that has proved iconic for the brand?
Sure, we have a section, our #papirogaclassics, that are the pieces that are iconic for the brand. As we don't do sales, we continue selling them season after season with a great success. Some of the examples are focused on our small earrings such as ANFITEATRO DE NOCHE.
I know one shouldn’t pick favorites but… what is your personal favorite piece from your current collection?
Wow, that's a difficult question! And it depends on the day, really! hehe! but this week, for example, I can't get enough of our SELENDIA earrings... they are simply amazing!
How has The Feeting Room played into the brand's growth?
You guys have been a very important part for our Portuguese growth, and we are extremely grateful for that! We love your stores and can't wait to visit you soon :)
