Augusta: the signing of the Mary Janes 'Made in Spain' who sold out in full confinement

By Marina Valera

The Mary Janes of Augusta saw the light in the spring of 2020, just one week before confinement.Despite not having an advertising campaign and everyone locked at home, the firm managed to sell the entire collection in just 2 months."Since we launched our Mary Janes Emilia in the spring last year they have been a total success," explain the Paloma Sisters (Asturias, 1981) and Cristina Rato (Asturias, 1985), founders of this shoe brand based in Madrid.A classic model - and one of the great trends in footwear in recent seasons - available in various colors according to the capsule collection and has become the great bestseller of Augusta.Insiders like Linda Tol and Blanca Miró already show off their designs, among which are also the mulls and the dancers - another shoe that will be everything this spring -.“The truth is that it is very exciting when someone you have been following for a long time is interested in your brand.In addition to beautiful or white, our ambassadors are also Elisabeth Cardinal Tamkin, Harling Ross and Kathrine Maron or celebrities such as Tamara Falcó, ”they reveal.

This project, which saw the light in November 2019, a few months before the COVID-19 crisis broke out in our country, could have twisted the circumstances but it was not so."It is true that things could have gone badly but quite the opposite, Augusta has not stopped growing," they are proud.After a while giving the idea of doing something together and after several years living abroad and traveling, the time sisters had several ideas in their head."Augusta begins in the footwear sector, since it is a product that we both like and, in addition, we believe that there are many new brands and clot of clothing, but not like shoes," they reveal.Paloma made the Master of ISEM of Fashion Business Management and a master of styling in the FDI."In addition, she has worked as a buyer at different multinationals in the sector," they explain.For his part, Cristina studied engineering and worked for 10 years managing public works projects in Madrid and Singapore."She is the one in charge of the management of the brand at the level of purchases, sales and logistics".

Although in his family there is no connection with the industry, his mother is dedicated to the world of events and decoration, hence the aesthetic taste has always been present.Its different backgrounds and personalities, as well as the full knowledge (and understanding) one of the other, have led to the experience of working between sisters has been very good."Which translates very positively at the business level," they add.The 7 -year stay in Singapore of Cristina and 5 years in Morocco de Paloma, both for work issues, has been decisive for the good development of Augusta."The personal growth that gives you to live in another country is incredible and, in our case, we believe that it has made us brave and resilient, which encouraged us to found Augusta," explains Paloma.An experience that is also helping them to make it a global brand, not only national.

Buy: Mary Janes Emilia, from Augusta (€ 179).

"Funny, female and functional" are three words that, according to their founders, define Augusta very well.The name of the firm - which they had always liked and seemed perfect - also tries to express that strong and feminine character that printed all their designs: of their leather mercy Emilia with 2.5 centimeters heel to their Mulas Ines manufacturedIn suede with square toe and a slightly higher heel, through his Bianca Bicolor dancers - with a square toe in contrast -.The design of the former, their famous Mary Janes, were born, as with many accessories firms, of a personal need."They are a classic shoe format that we have always liked a lot but we never found exactly what we were looking for, so we decided to design it for Augusta!".

In addition to its appeal, all its models are ‘Made in Spain’ and are manufactured in Alicante."All our shoes are made with the best skins in a very careful and artisanal way," they add.Although so far they had launched news every 2 or 3 months, their intention is to do it every less time for the collections to be more dynamic and adapted to the current time.Although it is clear that theirs is not to follow the trends, but to bet on timeless shoes that suppose a long -term investment, the truth is that these designs could not be in vogue this spring.If we add to that the mixture of traditional silhouettes with appetizing pastel colors, it is not surprising that the prescribers that carry their designs have a style of everything but classic.

Buy: Mules Ines, from Augusta (€ 169).

They bet 100% and allocate all their efforts to online sale through their website, but Paloma and Cristina would also like, in the medium term, open their first physical store in Madrid."We also organize small pop ups or private sales so that our clients can know firsthand the shoes," they reveal.One of them took place in Madrid on April 8, 9 and 10 in Mimoki Shop, a multispace known for the sale of wedding and guest touches.An ephemeral sale that approached the firm's universe to its potential buyers that, each time, are more.Although continuing to grow with new collections is among its future plans, there could be surprises: the diversification of its product."We do not want to limit ourselves only to footwear," they reveal.After the pleasant experience of launching a firm in full pandemic and triumphing, nothing seems to get in its way.

Buy: Bianca dancers, from Augusta (€ 179).

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