We had the good fortune of connecting with Luli Ballestrin, Silvana Larrarte, Carola Urtubey. and we’ve shared our conversation below.
Hi Luli Ballestrin, Silvana Larrarte, Carola Urtubey., is there something that you feel is most responsible for your success?
Team work. I think that the most important factor is always the human one and the relationships. The three of us that create everything in Las Sureñas. We are the spirit, we are behind everything, every detail and every big decision. Our intuition is our drive and the best part of our team is that we complement each other. What one of loves to do, the other one doesn’t and thanks to that each one can develop what we she is naturally good at. Also we are generous in helping each other, in sharing responsibilities and offering our time when we have it. We are really different and also alike. We are friends before being partners. And that relationship unites us with respect. We also keep growing in the relationship, learning from one another and always laughing about our obsessions or weaknesses. And cheering each other in the achievements.
Let’s talk shop? Tell us more about your career, what can you share with our community?
Our clothes and designs are our pieces of art. We have to fall in love with them before producing them. We have to love first the print, then the color pallet or the color combinations, and finally the design and the piece as a whole. Or the other way round… but we have to love every step of the way. We think our prints are our signature and that the mix between their boldness and their classic lines is part of our identity.
You know what every client tell us? That whenever they wear our clothes they cause a sensation, no matter in which city or country they are, and that even unknown people stops them on the streets to ask them about the brand they are wearing! And that is our art and our inspiration. It’s a win-win relationship. We win when someone chooses us and they win to stand out in the crowd. But it’s only one for brave and confident women.
To be where we are today it was easy for us (even it was quicker than what we thought it would be) but it needed a lot of work. A lot of team work. We overcame some challenges expanding from seamstresses to a mass production, we had some trouble with boxes that got lost, and other surprises that stressed us, but with them also came some learning. An interesting learning after which we kept growing. We think it’s all part of the job. It’s a job for lovers, cause we have to love it in order to keep the ball rolling and the brand expanding it’s identity and presence.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I, Luli Ballestrin, did a book about Miami and it’s neighbors with a great team for Penguin Random. It’s in Spanish and it’s called Miami: un destino para redescubrir. (Miami, a place to rediscover). You can find it in Amazon in its kindle version. There I tell about lots of my favorite places to have breakfast, lunch, dinner or to go and visit. Some things that I love about this city are…
To visit the Design District, corner to corner, enjoying the arquitecture, the art and most of it the fashion! Craig Robins, the mind behind it all, is a genius.
The Bass Museum in Miami Beach and the Perez Art Museum are a must visit.
My favorite time of the year to be at Miami is during Art Basel (also the most expensive time to visit, I think, but so worth it).
Enjoy the beaches and the countless sunny days connecting with nature and boosting your Vitamin D and happiness.
I recommend two Argentinian restaurants in Key Biscayne: Novecento and Milanezza and also Narbona, from our neighbor country Uruguay (where Carola Urtubey is from).
From time to time I escape to Books & books in Coral Gables or the one in Coconut Grove to get lost in the shelves and the stories waiting there.
The Sacred Place offers incredible classes and experiences to attend.
The shop and restaurant, The Bazaar Project, in Coconut Grove is an eclectic and fun place to go to enjoy.
We love Bossa Concept store in the Design District and Boho Hunter in Wynwood, where you can find Las Sureñas and other amazing brands.
My friend Clara Ullrich is a comedian and a really funny and interesting woman. She has different shows scheduled in Miami, lucky us.
We have the gift of some great bazaars like STITCH LAB, LAFS (Latin American Fashion Summit), Espacio Vogue, THE BAZAAR FOR GOOD… and other interesting dates with fashion.
Who else deserves some credit and recognition?
The first thanks are for our families that support us and bear with our meetings at all time, messages, errands, travels, shows, bazaars, compromises during week days and weekends. Specially to Pedronzo’s family for the invasion of space at any time and for Nacho’s help and time. To our image team, Mia & Olivia, Sofi, also Rou and Julita, new acquisitions. To Valentina and her commitment and patience.
To our fulfillment team, Ana Luisa and Maria Eugenia.
To our amazing illustrators and designers that listen to us and make everything possible.
To our producers in India, China, Uruguay, Argentina, Perú and more. Thanks to our seamstresses.
To every SUREÑA client, to every wholesale retailer, to our friends that are always an amazing team behind the team, friends in the same business and in every other.