Interview With Ana Maria Sarmiento From Flor Amazona
Stylish looks for less
Name of the Brand: FLOR AMAZONA
Year of founding: 2012
Name of the Designer: Ana Maria Sarmiento
Lives & works in: Colombia
What’s a good design?
Something with colours, patterns and originality. Something unexpected that goes beyond the norm.
What’s a bad design?
Something uncomfortable!
What does fashion mean to you?
It's the 6th element of the world. A super power, fun but also futile. I don't take it too serious.
When and why did you decide to become a designer?
I have loved jewellery since I was a kid, it’s something that is at the heart of Colombian fashion. Before I started FLOR AMAZONA I studied a Masters in Fashion Business and Luxury Management from IFA, Paris and POLIMODA and was Global Brand Director for several European Fashion and Beauty brands. During all this time I never saw anything that really represented the true beauty of Colombian fashion and jewellery and one day I decided that I would be that person.
Why did you decide to start you own label?
The brand was born as way of breaking old Colombian clichés. I wanted to show the world through design and jewelry the true glamour and beauty of Colombia. I think jewellery is extremely personal but you can totally show it off. Jewelry can define your mood and style, it can make an outfit and I find it quite emotional, as if they talk to me. I knew that I wanted to start a fashion brand based on Colombian culture and fashion and this jewelry was the perfect fit.
What inspires you?
Colombia! The amazon rainforest, shamanic belief, the beach, the desert, my worldwide adventures and most of all women from around the world.
What does your brand stands for?
Flor Amazona stands for Colombia and culture. It is a Colombian brand that supports Colombian traditions whilst infusing contemporary style to make it wearable for the modern woman. We work with indigenous tribes to keep traditional handcraft alive and use bright and vibrant colours and patterns so that women can feel in paradise all year long. Flor Amazona is all about colours and patterns!
Describe your style in five adjectives.
Feminine, colourful, rich, glamorous and tribal.
For whom are you doing fashion?
For the women of the world but also for my country; I’m addicted to Colombia! I take its sunshine and put it into my designs for women across the world to bring out their inner Glamazon. FA is all about good vibes, happiness and attitude.
Who is your personal style hero?
I love Olivia Palermo’s pattern mix and match and I really like French hair and Latin glamour.
Which star would represent your collection in the best way?
If Angelina Jolie was Latin, I would say she would be a really good spokes model. She’s beautiful, mysterious, elegant, a mother and a wife, who cares about people and is interested in giving back and helping others.
Which materials do you use?
For our metal work we use 316L Stainless Steel and 18k Rose and Rose Gold plating. For the indigenous beaded bracelets we use high quality glass beads.
Where does the production take place?
Colombia. Our Latin Luxe collection is co-designed with the Kamcha tribe in Colombia’s Pacific and made by the magical hands of Colombian indigenous.
Quality or Quantity? Or does a combination of both also works?
If you’re wearing many Flor Amazona pieces of which quality is top… it will always work!
What does the fashion week mean to you?
Fashion week is similar to Christmas time to me. It’s a moment where I can see all the people from the industry I love, friends that became family, friends of friends with outrageous talent. It’s a glam and creative celebration, whilst also giving us a great opportunity to do business!
Where do you see yourself and your label in five years?
To grow as an accessory label. I am also interested in building a FLOR AMAZONA home line and after a hotel. I already got the name! It will be CASA JAGUAR.
How do you generate attention for your collection?
We are super active on Social Media, we love communicating directly with our fans and this gives us a great chance to tell them about new collections, pieces and events happening with Flor Amazona. Recently we held a project with world-renowned blogger, Facehunter to show the world the real Colombia. The journey produced a series of photographs revealing the real beauty and soul of Colombia’s pacific, where we met with the indigenous tribes behind some of FLOR AMAZONA’s designs, and our very own Shaman, Hugo Jamioy, who blesses each and every FLOR AMAZONA piece.
What opportunities will arise for you, when working with Lounge by Zalando?
Lounge by Zalando is a beautiful way to get closer to your clients. Their taste in buying is amazing. Very creative way to connect with real customers to the brands.