Alma, could you please introduce yourself and your brand?
I am Alma - owner, brains and the boss behind the brand Alma. Not only is it my name, but the name identified with my work, and I think it’s really cool that people identify me with both. I am 39 years old and I have a super cute daughter, we live in a small town just 10 minutes outside of Frankfurt.
The brand, Alma is a labor of love and very close to my heart. My grandmother’s name is Alma, and translated in Spanish -what I love- “alma” means SOUL - which every piece has.
My background is originally in interior and home decor, and I also worked in gastronomy for many years. Two years ago I decided to focus solely on Alma, and since then it has been growing steadily. My brand is a mix of streetwear with hand-drawn designs, and I also make an array of nice geometrical jewellery, including sexy, handmade body chains.
I really love to put my ideas on shirts and sweaters - and then to design different styles for men, women, and children. And of course it’s also utterly important for me to use ethical, fair-trade, and environmentally friendly products.
My concept is based on limited collections and many single pieces - each with their own different look. My clients are often quite surprised by my work, as it is rare to find hand-drawn designs on clothing. I believe it makes my label stand out from the crowd, and also gives me a unique proposition.
I now have a small atelier in Offenbach with 2 other designers. This is an important and exciting new step in my business direction, as I no longer produce my products at home - which means no more working in pajamas :)
What is the most important consideration when designing a new collection?
Usually, I have an idea which I put directly on the product and the result is a small collection. I am spontaneous and creative. I focus more on making a collective creation then a specific Spring/Summer or Autumn/Winter collection, but obviously there are no dresses in Winter!
What or who inspires you the most?
Oh, I am inspired by my everyday life, my travels in Europe, my hometown Frankfurt and my daily interactions with friends. And it’s not just that, it’s a lot of different inspiration - it’s hard to explain! I have my own unique style, and i think that it carries through each of my jewelry and clothing collection.
What has been the best compliment/comment some one has given your work?
The best compliments I get are personal feedback from customers during a fair or at a pop-up shop. Especially, when they admire my things and then finally decide to buy something. I love it when I see customers wearing my products, or when customers immediately recognize me and my brand.
I’m proud of my label, and it’s super cool to share my enthusiasm with others.
I scream, you scream, we all scream for…
More local small business with good attitude for ethical products.
Can you tell us about any exciting plans for the year ahead?
I do have some plans! I would like to be more creative with my designs, but I’m still not exactly sure what comes in the near future. I love collaborating with other designers, and I believe you can find success by doing what you love.