Beatriz Villegas from Cantabria is in love with Lanzarote and the Canary Islands. The 38-year-old, who has resided on the island for seven years, has managed to fulfill the dream she had since she was a teenager: to have her own lingerie brand. Adorata Beatrice. This is the name she wanted to identify it with, a hallmark that refers to her passion for the Canary Islands and Italy, two places she wanted to merge to form the brand's identity.
"It's a dream I've had since I was 15 years old," she revealed to La Voz. She has always felt a lot of curiosity about the making of underwear and its design. "I became very fixated and started to get interested in it," she emphasized. But what most encouraged her to launch the project was the desire to add touches of color to underwear and differentiate herself from commercial brands. "Since I was little, I have always dressed with a lot of color and wanted to stand out from the black and white designs in the sector," she revealed.
Six months ago, she began opening the business, with her advertising campaign filmed in La Villa de Teguise, with which she kicked off a brand that has been on the market online for a month. After a year and a half of involvement, she has managed to "make her professional wishes come true" and is already gradually seeing the fruits of all the work done. "The beginnings are the most difficult"; she acknowledged. Her main tool to attract customers has been to make herself known through social networks, a bet that has meant a boost of self-esteem for women. "I see that the brand is very popular, I am excited and it has given me a tremendous boost," she added.
"I am excited and it has given me a tremendous boost"
The brand is the story of a young woman named Beatrice who belongs to a family of aristocrats and spends her summers on the Amalfi Coast. The image and protagonist of the business has an extroverted and cheerful personality, and has all the boys in the town in love, Villegas described. "Everyone leaves her love letters and says nice things to her," she pointed out. To shape the story, Villegas wanted to be inspired by her love for art and Italy, a country she travels to during her summers. "I wanted to recover the romance and innocence of first loves," she specified.
"I chose La Villa de Teguise for the environment and what it transmits to me," she specified. An advertising campaign for her brand that runs through the streets of Teguise, in which the protagonist walks through the town square with the white houses in the background and is courted by three men who give her several love letters.
Its essence: naturalness
The essence of the brand is based on naturalness. A brand identity that is carried away by simplicity and security and leaves aside the most artificial. "I wanted to show women in a safe and unadorned way," she confirmed. Therefore, the bras do not have padding, an option that provides comfort. "I wanted to give a lot of importance to naturalness," she pointed out. The lingerie sets have been made from embroidery, cotton, satin and polyamide.
Beatriz continues to work on the brand to offer other products in a few months. "We are working on a new collection of pajamas and robes," she revealed. Quality and comfort are very necessary, but without "losing the design," she pointed out. The most special thing on which the success of the brand is based is the need to bring bright colors to all products, such as lingerie and also conventional pajamas. "The important thing is that they feel good, they will be made of natural silk, but without losing the color," she assured.
A clear market in Lanzarote
The designer has begun to expand her brand throughout the Canary Islands and some parts of the Peninsula. She will take her designs to points of sale in Lanzarote, Gran Canaria and Santander, places that are more familiar to her and where she feels she can give the most to her customers because of her knowledge of the social tastes of the three places.
Starting in Lanzarote was a clear idea she had since she started the project almost a year and a half ago. "I have seen a clear niche in Lanzarote, betting on the different and distinctive," she acknowledged. The fashion professional has told the newspaper that she would love to be able to take her brand to some large cities in Spain. "I have been offered to do it in Barcelona," although she is still finalizing the details.
"I have seen a clear niche in Lanzarote, betting on the different and distinctive"
Since she embarked on the online store, she has added that she is in charge of carrying out the business, carrying out all the activities on her own: she thinks about what she wants to convey with each set and designs them, takes care of the marketing of the business, advertises the brand through social networks and her website, among many other initiatives. "I have been quite active on social networks," she pointed out. In addition, she has maintained contact through Instagram with some Spanish influencers who have been interested in her products and have decided to help her expand her business. The Spanish model, known for her participation in Mediaset programs, Alba Carrillo, spoke with her via Instagram and uploaded a post with her products on to show her followers those designs. This meant that her brand was also advertised in media such as Marca and Mundo Deportivo, which dedicated an article to her products.