Smaragdas Art
About the Company
Smaragdas Art is a slow fashion brand founded by Albina in 2020 in Athens, Greece. The company produces small collections of handmade jewelry, clothing, and home decor items. Each creation is unique, emphasizing sustainability through zero waste practices, the use of eco-friendly materials, and recycling old collections. The brand’s name, "Smaragda," is derived from the Greek translation of Albina’s daughter’s name, Esmeralda, reflecting the personal inspiration behind the company.
The brand operates both online and through its physical atelier in Athens, shipping worldwide. Smaragdas Art also offers jewelry-making lessons for children and adults, expanding its reach and impact. The company's emphasis on handcrafted, one-of-a-kind creations sets it apart in the fashion industry, attracting a niche audience that values sustainability and unique designs.
Idea Behind Company
Albina's journey began in Moldova, where she was inspired by art and fashion from an early age. After moving to Greece following a divorce, Albina faced challenges in balancing work with being a single mother. Her daughter, Esmeralda, became her inspiration to start her own business, allowing her to spend more time at home. Albina’s background in graphic design and her passion for creating led her to enroll in a Jewelry Design School in Athens, despite the language barrier.
The name "Smaragdas Art" honors her daughter and reflects the deeply personal motivation behind the brand. Albina’s early work in a jewelry shop on a Greek island, where her designs received positive feedback, further encouraged her to pursue her passion. This combination of personal inspiration, artistic background, and positive market response laid the foundation for Smaragdas Art.
Creating the Company
Albina's transition from idea to business began with her education at the Jewelry Design School in Athens. Despite language difficulties, she persevered and excelled in her studies, which included an opportunity to gain additional knowledge in Italy. After completing her education, Albina spent three months searching for the perfect location for her atelier in Athens. Once found, she began the process of setting up her business, securing legal documents, and designing the space.
With financial support from "The People’s Trust" organization, Albina was able to launch her business, focusing on creating a welcoming and unique space for her customers. The atelier became the hub for her slow fashion brand, where each product is carefully designed, prototyped, and manufactured by hand. Albina's commitment to sustainability and zero waste is evident in every aspect of her business, from the materials used to the packaging.
Launching the Business
Smaragdas Art officially launched in January 2020, just before the onset of the pandemic. Despite the challenges posed by the global crisis, Albina's business quickly gained traction, thanks in part to the uniqueness and quality of her creations. Participation in exhibitions and collaborations with international showrooms helped increase brand visibility. The highlight of her early success was the presentation of her limited collection at New York Fashion Week in Autumn 2021, which garnered attention from international magazines like L’Officiel, Grazia, and Bazaar.
Albina also leveraged social media platforms like Instagram, Facebook, Pinterest, TikTok, and YouTube to attract and retain customers. Her focus on maintaining high-quality, one-of-a-kind products and sustainable practices resonated with her audience, leading to increased sales and brand loyalty. The business’s involvement in high-profile events and media features further solidified its reputation in the slow fashion industry.
Earnings
Since its launch, Smaragdas Art has generated approximately $1,000 in monthly revenue. While the business is still small, Albina has plans for growth, including relocating her atelier to a more central, tourist-heavy area in Athens. She is also preparing for the upcoming Athens Exclusive Fashion Week, where she will present a new collection made from sustainable materials. Additionally, Albina is exploring collaborations and partnerships, such as her involvement in a Sustainable Portuguese Project supported by the Portuguese Embassy in Athens.
Albina’s experience has taught her valuable lessons about resilience and the importance of networking. Despite the challenges of being an immigrant entrepreneur in Greece with a limited support network, Albina has managed to build a successful brand. Her future plans include expanding her product offerings and continuing to participate in international fashion events, with the goal of growing Smaragdas Art into a well-known name in the sustainable fashion industry.
