The founders of the Valencia-based handmade jewelleery brand talk about the new "El Fruto" collection, their made-to-order creative practice and their point of view.

In life <a href="https://www.instagram.com/rociogallar/" target="_blank" rel="noopener">Roc&iacute;o Gallar</a> and <a href="https://www.instagram.com/jorgerosgis/" target="_blank" rel="noopener">Jorge Ros</a> are a creative couple, friends and partners, together they found <a href="https://simuero.com/" target="_blank" rel="noopener">Simuero</a> in Valencia with a very specific vision of jewellery design. Bold silhouette, an aesthetically pleasing research imagery, with particular attention to local craftsmanship and recycled materials. <span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;">Jorge studied product design, &laquo;His passion is the world of objects&raquo; says Roc&iacute;o, &laquo;We focus on creating beautiful objects that can be worn and that acquire meaning thanks to physical characteristics such as weight, volume and colour. If you don't wear them, they remain visually attractive even if only to be contemplated&raquo;. LOI: When did you realize you were interested in the fashion system? ROC&Iacute;O GALLAR &amp; JORGE ROS: Actually we are not particularly interested in the world of fashion. We believe the current industry is so cyclical and requires constant and rapid innovation to stay relevant, which is unsustainable. We began this project completely handcrafted, without the pressure of having to release more than one collection a year or relying on anything other than our own judgement. This is why we consider ourselves far from the fashion circuit, even if we can be perceived as part of it.

LOI: Tell me about your new collection "El Fruto". <span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;">RG &amp; JR: <span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;"> This collection is the one to which we have dedicated the most time and reflection. We secluded ourselves for a week in Roc&iacute;o's family home, in a small village in the heart of Galicia, to translate all the ideas we had in mind into prototypes, which then evolved over time. Because we produce everything ourselves, we can't afford to be away from the lab for long periods of time. However, this experience was enough to get us away from the noise of the engines and the chaos of the city, and we remember it fondly. The collection represents the last four years of working with metal, our growth as a couple, friends and partners. It reflects the fun we infuse into every detail of Simuero. "El Fruto" is our freshest and most playful collection, but also more thoughtful and mature in terms of understanding the world of<a href="https://www.lofficielibiza.com/fashion/tiffany-co-blue-book-2023-out-of-the-blue-high-jewelry-collection" target="_blank" rel="noopener"> jewellery</a>.
LOI: How important is brand communication to you? RG &amp; JR: It allows us to have control over our social media presence. Without platforms like Instagram, none of this would be possible, it has allowed us to share our point of view on life, work and our story up close, our daily experiences in the laboratory and in nature. If we weren't in control of our account, we wouldn't be able to convey the essence of Simuero, which is our perspective and our unique way of seeing the world. For us it is essential to present the pieces in an authentic way, without too many artifices, so that they can be understood as if the viewer wore them personally even before buying them.
LOI: Who are your reference designers? <span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;">RG &amp; JR: Isamu Noguchi, Valentine Schlegel, Miguel Mil&aacute;, Gaetano Pesce, Mnjae Kim, Charlotte Perriand, Christo and Jeanne Claude.

LOI: What are the fundamental elements for the perfect jewel? <span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;">RG &amp; JR: For us, the perfect jewel is one that transmits something while wearing it, which attracts to the point of making it feel like an extension of the body. It's something that (although not quite tangible) can be measured by perception, whether it's through weight, colour, or shape.

<blockquote>Historically, jewels were worn as talismans and ornaments that distinguished one person from another, a way to recognize and feel unique. For us they are armor and we are attracted by the contact of the metal with the skin&quot;</blockquote>

LOI: How important are materials to you? RG &amp; JR: Materials are incredibly important to us. All of our metal - including the platings - is recycled, so we treat materials with great respect. We entered the jewellery sector because metal has an infinite life, we love imperfections, but for us excellence lies in everyday life. We work with silver and brass, and have recently introduced a new category of solid gold. Among other things, silver has powerful anti-inflammatory and antibacterial properties. Promotes tissue regeneration processes, calms inflammation and skin rashes. So, in addition to enhancing your appearance, our pieces benefit the physique. LOI: What are Simuero's recognizable badges? RG &amp; JR: The emphasis on beautiful objects, the use of recycled materials, our artisanal approach and the unique perspective we bring to jewellery.

LOI: Why did you decide to proceed with a made-to-order modus operandi? RG &amp; JR: Because we manufacture everything from start to finish and offer a wide range of sizes. Having all these parts in stock would not have been feasible for us. It also allows us to limit the misuse of materials, even if they can then be recycled. We believe that in a world of immediacy, our made-to-order proposition is bold and we find it beautiful to create a piece exclusively for each client. LOI: From your point of view, what does it mean to maintain a sustainable approach? RG &amp; JR: Sustainability has become a label, but for us the significant change comes from producing everything ourselves. The production chain is responsible for bridging the gap between designers and manufacturers, reducing costs to generate economic benefits. For us, sustainability must include various factors: in addition to the recycling of materials, there are workers&#39; rights, support for local trade, transparency and respect for every process. LOI: How does your creative process work? RG &amp; JR: We create very spontaneously. We usually don&#39;t make sketches unless we have a very clear idea. We usually focus on one concept and explore different aspects, from the main image to the smallest details. Above all, we communicate a lot and criticize each other constructively.

LOI: What is the relationship between functionality and aesthetics in your collections? RG &amp; JR: We don't prioritize functionality in our pieces because we believe it's not the most important aspect. However, despite their volume, our jewellery is very comfortable to wear. The most important thing for us is the feeling they arouse in the customer. LOI: What do you hope for your future? RG &amp; JR: Continue to grow as a team, establish ourselves in the jewellery world and start experimenting with objects. LOI: What are you proud of? RG &amp; JR: To have built a strong team that believes in what it does, that values ​​every detail and that puts its heart into every jewel it makes for every customer. We have succeeded in changing the way craftsmanship is perceived within our inner circle and by our customers, who now also appreciate the wait in the creation process. We are proud to be part of the memories of the people who keep our pieces and attribute a sentimental value to each jewel.

New Frontiers: Simuero's interview with Rocío Gallar and Jorge Ros

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