Designer Spotlight : Paula Such

Paula Such licensed in Fine Arts Bachelors Degree by the Polytechnic University of Valencia. After an internship in Arquint (Colombia), she worked in Mustang (Elche). Graduated in a Master in Graphic Design and a Fashion MBA in the UCAM University in Madrid.

She has lived in the US, Colombia, Slovenia, Italy and Germany, working as an Accessories Designer, while traveling constantly to China for production control, and Europe for scouting and fairs.

Here she takes some time out of her busy schedule to talk to us at House of Coco

When did you launch the brand and what was the reason behind it?

The brand was launched in February 2013.  The reason why we decided to create these very special scarves is because I have always looked for quality silk scarves, with a high level of graphic design, at a medium price.  And after finding only very expensive and beautiful silk scarves, or cheap and poorly designed scarves, we decided it was time for us to fill the gap.

Whats your background?

I licensed in Fine Arts and complemented my career with MBA studies and a Graphic design Master.

My first jobs were internships in interior design, and many years of accessories design, mostly women handbags. But I have always enjoyed Illustration more than anything else, so after working in Spain, Italy and Germany designing and producing handbags, I decided to return to illustration.

 

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How many people are involved in the company and what are their roles?

We are a small team, made entirely of women. All of them are kind, strong and professional and I feel incredibly lucky to have them by my side. There is an office manager who takes care of finances and clients, there is a former journalist who takes care of social media, website and marketing. We have several sales agents in Spain, Arab Emirates, USA and Canada, and I handle design and production.

If you could start over with the business, would you do anything differently?

We have reached good results in a short time, we keep our goals high and a very strict motto of perfection, so we would probably do most of it the same way. Anyhow, I have found that in these times, especially in my country, with so many people starting new projects and with such a huge desire to grow, a lot of people and companies try to take advantage of us, and I would be much more careful in choosing what to do and who to work with.

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What is the hardest challenge you have faced since you started the company?

The biggest challenge we have faced so far has been from going national to international. I never knew the problems you could face with customs, irregular clients, international shipping or the impossibility to export materials like wood or silk, depending on which country.

Tell us one fact about you that people wouldn’t know?

I am extremely hard headed! When I have a vision in mind there is nothing in the world that can change that, and I will work as long as it takes until I reach that . For example, our packaging was a very complicated design and I travelled for weeks visiting fabrics and researching producers. I didn’t stop until I found the perfect one.

I do everything the same way. I´m sure I´m one step away from OCD.

2015 is here, where do you plan on taking the brand?

We would like to grow deeper in the European and Asian market. We have always attended the Paris fair, and this year we would love to attend the Milan fair as well.

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To date, what has been the highlight since launching?

There is happiness in every little thing that happens to us, after only one year we are present in more than fifty stores of eight countries, and it is heaven every time someone tells us how much they enjoy our work, but I can honestly say the happiest day was when we saw our scarves in the British Vogue.

In future, how do you plan on expanding the company?

We would love to incorporate a graphic designer, and more agents to keep moving in different countries. We are starting to collaborate with charity groups, designing scarves for them, and this is something we would like to keep doing, if we can help in any way, that is the best way to spend our time.

Where can people find out more?

They can find us at www.paulasuch.com, and also in Facebook, Twitter, Pinterest and Instagram.

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