Fashion-forward and ultra-affordable, jewelry from the mother-daughter design duo of Sira & Mara is on every fashion maven’s wish list. As seen on fashion bloggers like Pink Peonies and Walk in Wonderland, Sira & Mara offer covetable pieces with a most reasonable price tag. two+seven talked with co-founder Sandy in an exclusive interview about the fashion jewelry for everyone.
two+seven: Give us some background: how did you get into jewelry design?
Sandy: It all began a year ago during the holiday break. I had taken a leave from work to finish my second degree (Criminology), and I did not know what to do with myself during the three-week break between semesters. One day, I was browsing for accessories online, and everything that I really liked was pricier that what I like to pay for accessories. I thought: it is probably cheaper to make it. So, I went to a craft store, bought a few supplies and made myself a bracelet.
A friend of mine saw one of my pictures on Facebook wearing my handmade bracelet, and she asked where I bought it. I told her that I had made it myself, and she encouraged me to sell them. Since I was concentrating on school, I did not think that it was a great idea, but I told my mom in case she was interested in doing it in Spain. I taught my mom how to make one bracelet via Skype (you have to love technology, right?), and I created a Facebook fan page to advertise her new venture. We launched in Spain on February 14th, and we received several orders that same day. Seeing that the business was working in Spain, I decided to give it a try in the US once I was done with school back in May.
2+7: One of the greatest things about Sira & Mara is the affordability and accessibility. Was this one of your goals starting out?
Sandy: Absolutely! We had to goals: uniqueness and affordability. I am a bargain hunter, and I am all about putting great outfits together without breaking the bank. Therefore, I wanted our stores to reflect that part of my personality. I believe that accessorizing should be fun and being able to purchase multiple accessories without the guilt of having spent lots of money is a great approach.
2+7: Being business partners with your mom, do you ever butt heads?
Sandy: Ha! All the time! We are night and day, which is challenging at times, but it is also the reason why I believe that we are a great team. My mom is a “go with the flow” kind of person; she is always experimenting with new colors, textures, and metals. I, on the other hand, am very organized and business minded. Our business could not survive without her endless creativity, the same way that it could not survive without my desire to always find different ways to advertise and find better materials at even more affordable prices.
Necklace 58 in blue, $9 sirandmarausa.com
As seen on Happily Grey
2+7: A lot of fashion bloggers have been photographed wearing your pieces. What do you think draws them to Sira & Mara?
Sandy: To best answer this one, I have actually reached out to some of the fashion bloggers that we work with, and this is what they said:
Daniela, of Nany’s Klozet: “I love that Sira&Mara pieces are very on-trend but they are still easy to wear for our everyday life.”
Tara, of Mix and Match Fashion: “Sira & Mara jewelry is well-made, on-trend, and affordable. You won’t feel guilty picking up a few gorgeous pieces at once!”
Sara, of Love by Lynn: “I think that Sira & Mara jewelry has really good quality and they make it very affordable for all types of ladies who love fashion. I feel that their pieces make a simple outfit give it that last touch we all look for. That pop in the outfit. From statement necklaces to bold bracelets; they have it all!”
2+7: What’s next?
Sandy: We are exploring other markets, besides the US and Spain, and we will shortly be featured in several blogs in Canada, Russia, the Czec Republic, and Croatia.
In addition, and as per our customers’ request, we will be carrying earrings early in 2013.
We hope to continue expanding the presence of our accessories in more physical stores. We recently got a deal with a boutique in Qatar that will be carrying over 30 of our items.
Photo by: Leticia Hueda
Lastly, our brand ambassador in Spain is singer Nika who is currently working on her new project with her new band, Munik. We will be accessorizing her outfits as she does her TV promotional tour. It is thanks to her that our accessories have been photographed in national magazines when she was wearing them at red carpet events. We look forward to continuing our collaboration with her, as our Spanish customers love her and are always looking for the products that she wears.