Papiroga’s Bejewelled Sensations

Aromatherapy, colour therapy, laughter therapy…  So why not papiroga therapy! After all,  fashion has psychological and emotional benefits, too. That, at least, is the working hypothesis of papiroga, with its battle cry ‘How do you wanna feel today?’

For papiroga luxury is something rare not expensive. It sees people as different every day and thinks that life cannot be boxed into seasons… On this philosophy, Estefanía de Oliveira, Leire Urzaiz and Daniel Coma-Cros founded their fashion jewellery brand in Madrid in 2011. Today they have a vast showroom network, a hundred PoS all over the world and their own e-shop.

papiroga divides up its catalogue according to how the jewellery makes you feel. ‘Happiest on earth’, ‘coolest in town’ and ‘pure in the sky’ are part of a portfolio made from precious stones, crystal, top quality resins, natural wood and cotton. The aim is to innovate not just with form but also unusual materials.

Its arty originality has positioned the brand in shop windows all over the world, from Bilbao’s Guggenheim to Madrid’s Caixa Forum and Singapore’s National Design Centre. It is also available from iconic stores like Moscow’s Tsvetnoy — chosen World’s Best Store at the WGSN Global Fashion Awards— and Negar on the Abbot Kinney Boulevard in Los Angeles, currently one of the US’s most interesting retail avenues.

papiroga’s main markets are Russia, Japan, Brazil and Europe and it now wants to grow in the USA and China. To support its aim, it takes its collections to major world accessories trade shows like Première Classe and Who’s Next in Paris, and Capsule New York and COEUR Los Angeles in the USA.