Sofia Dido inspires and transform the beads from our childhood into a fine line of jewellery for women. City channels, water and skies, nature, beauty and a laid back lifestyle inspired her to create a line with a minimalist approach yet with gemstones, seed beadwork, mixed with silver and gold and fine silk threads…Flashes of color, born from her passion for pop art colors and braided textures come to life in pieces of jewelry that add a Je ne sais quoi!
Here, she talks to us at House of Coco and tells us more…
When did you launch the brand and what was the reason behind it?
The unexpected call to go into jewelry came as a surprise to myself and I believe the charming maze of channels and bridges of the negen straten of Amsterdam played its role.
Suddenly I was walking the same steps that my parents and theirs before them, did back in Spain where they worked as jewellery makers.
I then found myself in the summer of 2014 walking along the embankment of Amsterdam ready to share my Kade (embankment in dutch) line under a name that brings it all together, me, my pas- sion and my family, Sofia DiDo.
Whats your background?
After a short spell in advertising, I study further embracing the world of online consumer behavior; which helped me to fill the gaps between my curiosity for the fashion industry and the fascinating online spectrum.
What is the hardest challenge you have faced since you started the company?
Until now I did not find any particular challenge mostly because of the inner push that drives my creative side to be constantly awake and attune with the surrounding and my life.
Of course, the fast pace that I am experiencing lately due to the almost overwhelming response from the market, can be seen as a challenge but for as hard as it can be the excitement that brings me allowed me to face it with constant passion and positiveness. Also, on the way, I had the chance to meet and cooperate with exceptional people one for all, my photographer, now friend, Michiel Laurens from Amsterdam, who with their contribution and support helped me to always be strong in facing new challenges.
2015 is here, where do you plan on taking the brand?
While we are working relentlessly to launch a new campaign for which I can’t go into details, schedule for Q1 2016, we have been working extremely hard and passionately to give the finishing touches to our new fine jewellery line which will see the birth of the new range, under the name of SDD, which will take us to a new level offering an upper and more sophisticated range of jewels maintaining my characteristic touch, therefore still adding that Je ne sais quoi!.
To date, what has been the highlight since launching?
To the day we still consider Sofia DiDo as a young upcoming brand, but few months ago I felt that it had finally blossomed when some of the biggest fashion experts noticed me and approached me with words that brought a meaning to all my hard work.
Which city do you feel most at home in, London, Paris or New York?
London, of course! I would say is home, the best years of my life took place in this amazing and unique city. I lived there for a decade, and I can say that I proved to myself that the words that one of my dearest teacher back in University used to say were for real: “if you learn how to survive in London, you can make it anywhere.”
Three beauty products you can’t leave the house without?
Face cream, perfume and mascara.
Be yourself. Travelling is not only about sightseeing but at least to me is a way to learn others peo- ple view about style and then you can recognize peoples background by the way they show them- selves.
Best thing about London to you?
That there is always a door that will open, if you have the gut to knock!
Statement shoe or statement bag?
Statement bag, I am lucky enough to allow myself the pleasure of a small collection of Balenciagas.
If you had to, what item from your wardrobe would you wear every day?
Favourite love song?
Many. I love the song by Nina Simone, “Don’t let me be misunderstood”. And lately I play over and over Lana del Rey cover. Of course, “With or without you” by U2, marked my generation including me.
Best place for a coffee?
Il Quadri di Venezia, a special place in San Marco Square dated back to the XVI century where time seems to stand still and the buoyancy of the carnival live throughout the year. I always love to go there anytime of the year. But, it is now under refurbishment but the best coffee experience was at the Crillion in Paris where drinking a latte through a straw was made look normal and posh at the same time.
Handbags and mielitos, tipical sweets from Spain.
If you could spent 24 hours anywhere in the world, where would it be?
Galapagos Island or North Pole…
In future, how do you plan on expanding the company?
Apart of what I mentioned earlier we are in the process of placing ourselves in selected retail spac- es around the globe.
www.sofiadido.com and instagram