They say that great ideas have emerged in great crises throughout history. And it was over a year ago, when the Corona virus came into our lives, when Elvira Goicochia sketched the first lines what would happen Gilda, Sign your jewelry Made in spain Which reclaims the past in colorful designs with an air of the seventies. “Creativity frees us. In prison, when I was locked up, I freed myself this way and that’s where Gilda was born”, reveals in a conversation with Elvira S Fashion.
With a degree in advertising and a master’s degree in brand management from the prestigious Marangoni Institute in Milan, Elvira worked as head of marketing for cosmetic firm NARS at the Shiseido Group when Coronavirus demolished the world in March last year. The result of imprisonment, forced routines and teleworking aroused Madrid’s creative instincts, immersing her in the world of crochet. “I had chili glass beads from a trip to Vietnam that I made seven years ago and I started sewing them on bags I designed,” she says. More casually than planned, Elvira gradually shifted the remaining beads into earrings and necklaces, which would give way to Gilda months later. “I came out of captivity with ears full of fruit earrings and crochet bags,” he jokes. After verifying that her designs were all the rage among her acquaintances, last January and with definite push from her friends — and since then partners — Lucia Paramo and Ana Riestra, she decided to jump in and try her luck.
To suit the great moment when the Crystal Jewels live and take stainless steel pieces as a starting point “with a special bath so that they don’t lose their gilding and are more resistant”, Elvira sets up the workshop where everyone Manufactures in-house designs, he approached the artisans who made glass pieces with his idea and started building their own network of suppliers from different parts of the world. Thus, the result of the combination of striking Attraction His first colorful “jewels” were released at the beginning of the year, with bets on personality and limited production. “People say to me: ‘It’s not jewelry, it’s costume jewelry!’ But no, for me the artistic process and history that hides each of my designs turns them into ornaments ”, he explains.
These pieces speak of previous generations and point to the great days of the golden age of American cinema. “Gilda is a mixture of many things; wants to recover our grandmother’s inspirational value as a reference and her favorite actresses as well as the enthusiasm of the 60s and 70s”, asserts Elvira. Therefore, Rita Hayworth’s The iconic character gave the brand its name. “When I was younger, my grandmother told me about her favorite actress, Gilda, and claimed her as an icon,” she adds. However, the entrepreneurial and creative spirit He inherited it from his mother.
“He started at 50 and I’m doing it with 29”. The daughter of editor Eva Serrano (founder of the Circulo de Tiza Publishing House), Goicocchia recounts her stay in Milan as the place where the spark of her creative instinct ignited, which years later saw her recently launched project Inspired to start. “Milan is where I developed my vision and aesthetic ability the most. I remember how they said it was an ugly city compared to Rome. I didn’t understand it and my mother told me : “Elvira, Milan is a place for those who know to look at the sky.” And it’s true, because you are walking and you see terraces, gardens, corners … and you discover a world. Do, at first glance, you don’t see “.
What is the address of lady Gilda? “During my professional career, I’ve seen how big companies make the mistake of marking the consumer. I couldn’t establish aim Specific to my brand. I have seen how this can work in 18-year-old girls or 70-year-old women, ”he explains. The important thing to show your design is not age, but attitude. “They are women with a Mood Concrete to face life; To take the risk and do a little insanity from day to day ”.
Looking to the future, the young entrepreneur does not rule out returning to Gilda’s first steps a year ago. “For the matter of apathy, the development of the brand leads to crochet bags. Now, with so many unemployed people, there are many ways to be able to do something responsibly and in line with our business model.”
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