Founded by Rocío and Jorge in their home of Valencia, Simuero Jewellery explores organic shapes made by hand in their workshop in the heart of the city.
Their relaxed and loving approach to their craft means that each design takes at least 125 minutes to complete, and to avoid generating unnecessary waste, all their pieces are made on request from recycled materials. We sat them down to talk about the origins of the label and their approach to design.
Couverture: How did Simuero come about? Could you tell us more about the origins of the name?
Rocío & Jorge: Simuero started as a way to escape (reality). We worked for a design agency where we spent hours on computer screens, and we needed to reconnect with what our own hands were able to do and mostly with ourselves. We both come from the product design and fashion design world so we were both familiar with the language of creativity. We focused on jewellery and in a few months, Simuero was born as a way to express ourselves and with no sale expectations at all. In Spanish “si muero” means “if I die” and this project and all the connections we have made with people, places and animals perfectly sum up what we want to do in this lifetime.
C: Where do you take inspiration from?
R & J: From what we saw and learned since we were children. In Spain, beauty is everywhere, from the Mediterranean to the Atlantic Coast. The sea, the animals, our grandmothers and everything related to nature, all the things that unconsciously move us.
C: What is your design process? Is there a particular routine you follow?
R & J: The concept we want to develop is the most important thing for us, once we have it, we do not have a deadline or a number of pieces we want to create. We just want to be free and create. Most of the time we don’t even sketch our ideas, they are just spontaneous thoughts inspired by nature.
C: Could you describe to us the ultimate "Simuero" customer?
R & J: Anyone who loves nature, animals, beauty and objects (not as a material item you only want to possess, but as a piece you want to touch, feel and enjoy).
C: We love the edgy aesthetic of Simuero. If you had to describe your latest pieces in a few words, what would they be?
R & J: Wild, not perfect, magnetic, beautiful.
C: What is your wardrobe philosophy?
R & J: Small independent brands (Spanish if possible) and second hand. If none of this is possible we try to be honest and know if we really need the ítem and if it will be with us for a long time. And mostly, we try to avoid white or light colours as our dog is black.
C: If you had to pick one item from your recent collection, which would it be?
R & J: Taro ring and some of the pieces we have just created for our new collection (launching in a few months).
C: For the aspiring designers out there, what advice would you give them to start their own brand?
R & J: Simuero would not be the same if we had paid attention to what other brands were doing when we started so for us the most important thing would be to be introspective and try and not to think about what you see around you but inside you, what you really want and how to make it possible in a long term.
C: Do you have any upcoming projects you can tell us about?
R & J: Our new collection, we are falling deeply in love with it! Jewellery is currently the best way to express ourselves, but we are open to new disciplines and creative expressions.