Laia Triquell and Marina Gaspar were 20 years old when they met Susmita in Nepal, a smiling girl who dressed in colorful clothes and wore large handmade jewelry. Her name and style soon inspired a bold, fresh and artisanal jewelry that has become a reference for generation Z.
With more than 150,000 followers on Instagram, Susmies has made artisanal jewelry its hallmark and its pieces stand out for being extreme but comfortable. Large rings with colored stones, infinite chain earrings and metal chokers capable of dressing any style. In the clothing section, this duo opts for bohemian-inspired pieces, knitted and crocheted and, of course, in full color.
With a clear inspiration in the Y2K aesthetic, the Catalan brand has quickly made a name for itself in the industry. "We design products that we ourselves would choose for our wardrobe, leaving aside the most commercial part and focusing on our aesthetic taste," explain both entrepreneurs.
His designs have conquered celebrities such as the actress Begoña Vargas and in the United States celebrities such as the model Iris Law.
Nowadays, in the exploited jewelry industry, it is important to tell a story on social networks that people, that is, the consumer, can feel related to. Thus, far from seeking to be pretentious or exalt themselves as something they are not, the founders of the firm show themselves and their jewelry on social media, natural and unfiltered.
"For us, the important thing about the brand is its values, since they are ours, and we want people who wear our clothes to feel part of a community with similar tastes," they say in a press release and add that at the same time Not following a commercial strategy, the firm's Instagram is a mirror of its daily life in the office, its jokes, close friends and even grandparents.
Inclusivity and wanting to make jewelry for women of all ages are an intrinsic part of the brand's DNA, as well as its drive to produce locally and responsibly. Its scarves, the brand's signature, are made with local mohair and wool, manufactured in La Rioja, while its limited edition collections are designed with organic cotton, lycra and polyester.
Their new collection for the Christmas holidays is a magical journey to the heart of Narnia. Starring a fun elf, the line shows that dressing in full color is also possible in the cold season and that dreams, like those of these two Catalans, are achieved through dedication and creativity.
