Marina Raphael, new sap in the Swarovski dynasty: "That Jennifer Lopez or Máxima from Holland carry one of my bags has helped my brand a lot"

• Katja Eichinger, the German expert who dissects trends: "Despising fashion is sexist"
• Who is Regina Polanco, the young Spanish woman who is revolutionizing textiles with her nettle fabrics, lemon peel, seaweed...

Neither is gold all that glitters nor Swarovski all the strass that sparkles, like drops of a thick and dazzling rain on more and more clothes, accessories, gadgets, decorative objects and even appliances (yes; in 2009 the Electrolux brand manufactured a vacuum cleaner covered with 3,730 of these crystallites). In the case of Marina Raphael (Athens, 1998), the pedigree of the crystal she uses in many of her bags is taken for granted, since by maternal line she belongs to the sixth generation of descendants of the founder of the luxury cut crystal empire Daniel Swarovski (1862-1956).

No doubt the entrepreneurial vein also comes standard. With only 19 years, and while studying Business Management at King's College London, she created her own handbag firm, Marina Raphael, of which she is CEO and designer, which sells, apart from on her own website, in multi-brand spaces, online and physical, of the luxury universe, including the mythical Harrods department store in London. Apart from her own brand, the entrepreneur also designs for Swarovski, and, a daughter of her time, has embraced with equal enthusiasm sustainability (she makes bags with vegan leather made with apple fibers) and the virtual; a series of bags made in 2022 in collaboration with jewelry designer Eugenie Niarchos was reflected in an NFT collection. To catapult it to success (the company doubled sales in 2022), product, media and strategy had the ally with which all the companies that start dream, that informal marketing that is the fact that celebrities and royals show off your products. Now what?

-I see a future full of accessories! And one day I hope to be able to show them in my own stores distributed all over the world. In the only five years that the brand has been operating we have had such an intense trajectory, with so much affection from customers, celebrities, journalists, retailers ...

One of the bags from Marina Raphael's latest collection, covered in red Swarovski crystals forming the image of a coral.

In fact, to what extent is that affection on the part of celebrities, the fact that personalities like Máxima de Holanda, for example, carry one of their bags, is transcendental in the success of the company? I've been very fortunate to have incredible support from influencers and style icons, which of course has helped the brand immensely. That Jennifer Lopez, Rita Ora, Katie Holmes, Candice Swanepoel or Her Royal Highness Queen Máxima of the Netherlands carry your creations, having this type of support, is very important for a brand in full growth. But there are many more aspects to consider when marketing your product to be successful.What makes Marina Raphael bags different? I believe that my designs stand out for not following trends or passing styles, but for being defined by their exemplary quality. My focus on quality is, in fact, at the very heart of the brand, as I have never been interested in producing anything ephemeral. I've always wanted to make very solid and timeless pieces that can last for years. She is also closely linked to Swarovski, with whom she collaborates. What porosity exists between both projects? What separates them? Growing up, I witnessed Swarovski's constant drive for innovation and the importance of attention to detail. In the image of its perfectly cut crystal, I wanted to create perfectly crafted bags. That's why I always include some element, in each and every one of my designs, that is a tribute to my Swarovski heritage. Whether it's a captivating starry pattern or a discreet but distinctive crystal detail, my idea is to offer a dose of sparkle that gives confidence to anyone who owns it. I think the biggest reason I'm still inspired by Swarovski is because its original vision is still valid today. Daniel Swarovski wanted to create a diamond for everyone. And it is that inclusive and innovative attitude, as well as the crystals themselves, that endures in the Marina Raphael brand. I have always felt the need to explore and express myself creatively. In addition, I come from two very different backgrounds, my Swiss-Austrian side on the one hand, my mother's, and my father's Greek. So I have an international perspective that permeates the brand. In my childhood I was also instilled with a love of travel and I think that's one of the reasons I chose to make bags. The idea of something that accompanies you on your travels and contains your most precious objects inspired me. The growth of the brand has been spectacular in recent years, in a market, that of fashion, where competition is enormous and grow and maintain, a handicap. I think that the fact that we have remained faithful to a very strong brand philosophy, that of creating timeless pieces, handmade by leading Italian artisans, all with sustainability as a guide, has connected with many people looking to be part of a new era of fashion; one that stays away from fast fashion and trends. I am also very proud of our corporate values. We promote environmental awareness and inclusivity without compromising aesthetics or affordability. Our work culture is also aligned with tolerance; All employees are treated with equal respect and have equal opportunities to shine. I believe that this combination of factors is what has led us to success in such a short time. Spending time with friends and family is for me synonymous with perfect summer. Although 2023 is quite full of projects...