Simonett Pereira has always been attracted to beautiful things, spaces, and ideas in everyday life. Growing up in Caracas, Venezuela the connection she felt to nature and design was just as much a source of inspiration to her then as it is now. Following a stint in fashion school, Pereira launched Style Mafia, her first brand and store in Miami. After seven years and scaling her brand globally, Pereira had outgrown her original concept and decided to rebrand.
Today, Simonett Pereira is the Creative Director and CEO behind her sustainability-first namesake brand and Miami boutique. Thoughtfully cultivating a community of women empowered by her designs, Simonett Pereira humbly credits her local and now global success to everything she's learned since launching her first brand at twenty-two.
Who were you at twenty?
I was starting my career at that age, a spring chicken, full of curiosity.
How have you evolved since?
I can't say the curiosity has subsided, but the anxiety definitely has. I've transformed myself emotionally and that has trickled down to all areas of my life.
On starting her first brand
I launched Style Mafia when I was 22. At that time, I couldn't find unique pieces I wanted to wear at a price point that I could afford with my entry-level internship. A lot of my friends shared this frustration and so I identified the gap in the market and began the journey of starting my first brand and shop. I was fortunate enough to have my mother's support, as she backed the project. I started with a 12-piece collection that we manufactured abroad with the help of a boutique design studio and the brand scaled to being carried in over 100 stores globally throughout the course of seven years.
On rebranding and launching Simonett
In 2019, I realized I had outgrown my original concept, name, and brand identity. I wanted to put something out into the world that reflected my current values and expertise. I decided to rebrand and Simonett, the brand and concept store was born. My mission is to share a little piece of my world through the brand. We design our own pieces as well as curate ready to wear, accessories, and home objects made by incredible humans with sustainability in mind.
On finding inspiration in everyday life
It could be anything. I’m inspired by film, furniture, design books, the work of many masters that have dedicated their lives to their craft. Recently it's colors and textures in nature.
On the perks of being a Miami based designer
Launching in a small city like Miami with an underdeveloped fashion industry allowed for a big fish, small pond scenario. There weren't and there still aren't many people doing what I am. This allows me to move confidently and at a pace that lets ideation and creativity flow.
On what makes a local brand become a global one
The internet. Talent. Relationships. Hard Work. Consistency.
On creating ‘viral’ designs (i.e. Nanu Top)
You start off with a message, in this case a VERY versatile top. You identify people that align with your message, develop a network, and establish partnerships that will carry this message around the world.
What advice would you give yourself at twenty?
Chill the fuck out.
What would you say to a twenty-something year old about finding her place in the world?
Find the thing you love to do, get really good at, develop it into something only you can do, find purpose in that and allow that to propel you in life.
Learn more about Simonett & check out her brand here