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the robes and pajamas saved the business in the pandemic.

Ana García welcomes us at the workshop that Cherubina, the company she founded almost 20 years ago, owns in the Arte Sacro business park. It occupies two large premises, where patterns, fabrics and the most varied apparel materials are piled up.

In the interview she was accompanied by her husband, Pedro Parias, manager of this Sevillian firm, who, after years making an important gap in fashion, has made a great international leap after Queen Letizia has worn several of the accessories designed by this brand.

He warns us that he cannot speak much about his relationship with the monarchy, for it is already known that in Palacio he likes discretion in these matters. In the lobby of the business, several clients are waiting to be attended to. Ana attends us in a casual style that she talks about in the interview:

-did you literally start with 30 square meters?

Specifically, 29, Montecarmelo Street, Los Remedios. I had studied law school, and then I applied for a judge. I spent four years getting ready. I combined my studies with handicrafts, in which I made supplements.

-and from there came the inspiration for the custom bags...

-my mother has been a fine arts teacher, so I've always had her inculcated at home. The bag thing got me through a friend. I already made them, but she asked me to customize one with her picture from when I was little. From there, the idea was launched and in 2003, when there were no social networks, it developed. It was such a success that I decided to dedicate myself to this and to open my first store in Los Remedios.

-in all this time you've learned to recycle yourself...

 “Las batas y pijamas salvaron el negocio en la pandemia”

"fashion and craftsmanship have always been my passion. At that time, during the holidays, to expand knowledge of hats, headgear and pamelas, I was going to England to study. Another new development I introduced was that of the à la carte add-ons. I made bespoke handbags and handbags, something that didn't exist at the time. The mouth to mouth worked perfectly and we had to change premises to accommodate the customers and also expand the workshop.

-almost 20 years with two crises behind the back, the 2008 crisis and the Covid crisis. Have they been opportunities?

-we've always been strengthened from crises. In 2008, I was told that if I got over it, I was getting stronger. And so it was. At that time there was a wedding headdress boom that we knew how to take advantage of because we didn't put up prohibitive prices and we kept dealing with the customers. There were two employees and me. He'D been making me head-ups day and night. And with Covid, because we have also adapted to market conditions.

-from what he says, the BBC (weddings, baptisms and communions) is an inexhaustible source of income...

-of course. Even the pandemic was the only source of income. Practically the exclusive.

-I imagine the health crisis has also opened up new market niches...

-the pandemic has given us the opportunity to diversify completely. At first, when we were confined, the first thing we went to was the masks. And then to casual clothes and home clothes: pajamas and robes, which have had a lot of way out and saved the business.

-has Covid managed to get the walking clothes around the house to take over the street?-No, no, no.

-totally. We launched a collection of robes and pajamas in the midst of a pandemic that was a success. I have to admit that this idea already existed, because we had it put forward before the pandemic broke out. But we moved forward to April 2020, taking advantage of the fact that people were confined at home. The answer was incredible.

-and that casual tendency is conjunctural or has he come to stay?

-it was a revolution that came to stay. I myself, who wear quite a few heels, also make use of the sneakers. The woman already knows what it's like to be comfortable without giving up elegance, wearing a casual style model. It's something we designers have gotten ourselves into. I admit that years ago I would never have considered this, especially with the competition exercised in this sector by large groups, such as Inditex, but the acceptance has been so good that we are not going to leave that market.

-going back to the BBC and the add-ons. Is England the Olympus of headgear and pamelas?

"it's the undisputed cradle of the hat shop, where they wear headgear and pamelas even at funerals." My ultimate inspiration in this work is England.

-have you ever gone to Ascot?

-(Laughter) Never. Never. But I confess I'm dying to go. It always coincides with my wedding day at the end of June. I've told my husband several times to give it to me for our anniversary.

-and since we're talking about Britain, is it more about Meghan or Kate?

-Kate, absolutely. He wears everything with sweetness and elegance.

-what's the most exotic proposal you've ever made for a headdress?

-once I made a headdress with a stuffed bird. The client's ex was getting married and she said to me, "Ana, I want the wedding to be the center of attention to be the bride and me." He did it.

-the headdress he has made to Doña Letizia has become iconic...

-the Queen is an international reference in style and for Cherubina, her best Ambassador. Everything she wears asks me, from all over the world and many, online.

-any plans for a confessional future?

-A collection of shoes we'll take out with a leading company in the sector.

  • Tags:
  • How to start a street clothing brand.

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