AOW Insider | Interview: A Conversation with Cecilia Pirani of Palorosa

This week, I am really excited to share an interview with my long-time friend and colleague Cecilia Pirani of Palorosa. Being of a similar age, our paths have intersected quite a lot over the years. She has one of the most beautiful artisanal brands that I have loved watching grow over the years. Palorosa offers beautiful handbags made using recycled plastic handwoven by artists in Guatemala. Her designs are classic and meant to last but it’s her colors that will keep you coming back. Her eye for design is truly exquisite.

Because Cecilia has focused on one type of product, she has been able to refine the smallest of details, from finding the perfect material to selecting the exact accent detail to give her line of handbags its special character and timeless style. Read on to hear more about Cecilia's journey, her business tips, and what keeps her inspired.

To start, could you tell our readers a bit about your background and how you first got started?
Originally, I was an architect and worked first as an interior designer in New York with Fawn Galli and then for several years as a landscape architect in Milan.

In 2012 I decided to move to Guatemala to follow my passion for traditional Central American craftsmanship. I wanted to discover and narrate a world that was completely different from the Italian design culture I grew up with was also part of my heritage since Guatemala is my mother’s country of origin.

When I first moved to Guatemala City, I started a blog called Guatemala a Porter as a research project. I focused on colors, local materials, and artisanal processes. This experience paved the way for Palorosa. I spent most of my time with the artisans to understand handmade processes and learn new ways to work. I founded Palorosa in 2014, aiming to combine the minimalistic architectural aesthetic I love with those soft, warm, earthy colors and woven threads typical within Guatemalan tradition.

What have been the biggest challenges running your brand and how have you worked to overcome them?

Palorosa originated in a country that is part of my heritage but where I had never actually lived before 2012.

When I moved to Guatemala, I had to discover a cultural and professional attitude that was totally different from the one I was used to. It was my first time running a business and I decided to communicate directly with the artisans instead of relying on a third party to manage the operations on my behalf. That wasn’t always easy, but it brought me to develop a closer relationship with the people helping me with the production by giving more continuity to our work and enabling us to actually share our experience.

What do you think have been a few of the keys to your success when it comes to developing and growing your brand?

First of all, I think that our tote bag – the basket itself – works because of its simplicity. People like it and use it all the time. I always had a good response from both wholesalers and clients. I know that is not just because of its look but also because of its practicality and durability.

I also think that the image of the brand I tried to create resonated quite well in the heart’s of the clients. From day one I tried my best to be as personal as possible in my communication, creating a space where my own vision could go hand in hand with people embracing the product. One of the things I am really proud of and very happy about is how my clients like to share how they use or where they take their Palorosa with me on Instagram.

Finally, I think I’ve always been really careful about economic sustainability. Creating a social and cultural impact is truly fundamental for me, but I know that such a goal can hardly be achieved without a business’ engine working in the right way.

What are your thoughts on how to storytell about your products?

My goal is still the same: to create beautiful objects and accessories while valorizing a culture and tradition. For my goal to be achieved I know it is necessary to generate work for the people who have the knowledge to manufacture artisanal pieces. It is very important for me to create a valid narrative that combines appealing and unique colors with interesting designs.

I never aimed for Palorosa to feel like a charity to my clients. I have focused instead on telling my community about the family feeling that keeps me and the artisans I work with tied together.

Through the years we’ve been able to grow up together and one of my desires for the future is to give my followers further insight into the reality behind the creation of Palorosa products. I think that would be an added value for them that’ll make them appreciate our work even more.

What have been some of the best investments in terms of sales strategies and marketing promotions to grow your brand?

Over time I have experimented with quite a diverse mix of strategies to grow the brand.

I first decided to participate in small fairs in order to get closer to a market rich in projects with features similar to Palorosa’s so I could learn as much as possible. Word of mouth and the opening of a street studio/showroom was also a successful (and hard!) choice, implemented together with a selection of wholesalers who helped me position the brand successfully. Collaborating with important partners like MOMA in New York and ERES has also given me quite a major boost in terms of visibility.

I have yet to partner with any influencers, but it is something I am considering for the future. It would be small collaborations with other professionals that work on something that goes nicely with Palorosa. It could be anything: photography, art, architecture, flower designers, tasty food.

I believe that the strength of the brand has come mainly from the consistency in the image, in the aesthetic, in the creations and how that has been communicated. When you enter the shop, visit the office, or open our Instagram page everything matches, everything is part of the same imaginary world. My imaginary world!

What do you wish you knew when you first got started?

Honestly, I am quite happy with how things worked out (obviously even with difficult moments!). On the other hand, my wish for the future is certainly to have more and more time to dedicate to the creative process, to relationships and to collaborations with other brands I love. That would be amazing for me.

If you had any advice for young entrepreneurs looking to start up a brand working with artists, what would it be?

I think that having just one main product to focus on has been really helpful for me. I was able to concentrate all my efforts on its development and to curate every aspect so that it truly represented what I had in mind.

Also not giving up even though things can get complex and complicated is really important. Developing a creative product together with a commercial activity is a time-consuming endeavor, one that requires dedication, patience, confidence, and again, consistency.

Where do you look for inspiration?

I find inspiration in many different aspects of my everyday life, but I look for it mainly from art and architecture books, as well as in special and unique magazines. I am quite obsessed with images and colors. I am also very passionate about textiles and weavings from foreign countries.

I love walking around visiting stores, restaurants, and galleries in search of new inspiration and ideas. And I love traveling and visiting other cities, especially New York City, which still has a special place in my heart!

What does a day in the life of Cecilia look like today?

Quite intense! I wake up kind of early to go to my studio where I start by taking care of the more commercial and administrative tasks on my to-do list. Then, if I am not busy doing conference calls with the people helping me with communications and marketing, I usually open the showroom myself. Later I go to my favorite Korean deli for lunch. It’s very close to the shop, beautiful and managed by the sweetest people.

I use the afternoon for other conference calls, especially with my Director of Production in Guatemala. In between I am always up for a chat with visitors or clients, as it’s lovely and sometimes also really helpful and inspirational. After closing I usually spend my time out with my dearest friends, close to my apartment in Chinatown, often searching for a dumpling or a pizza!

For more info on Palorosa please visit: https://www.palorosaproject.com/