We recently had the privilege of interviewing Carlota Miret Durán, co-founder and CEO of Epifania. Passionate about fashion accessories from a young age and surrounded by vibrant design and artisanal crafts of Barcelona, Carlota aimed to build a business showcasing the transformative power of well-crafted designs.
At EPIFANIA by Carlota, they redefine the essence of luxury hair accessories with a profound purpose. They create handcrafted hair bows and accessories that symbolize empowerment and positive change. In this insightful session, Carlota speaks about her journey and experience over these years with her company and shares valuable suggestions for beginners in this field.
Spark Behind The Journey
We were intrigued to learn how Carlota Miret Durán marked the beginning of her journey in this field. So, we started the interview by asking, “What initially drew you to your field, and how did your early experiences shape your approach to business?”
Carlota shared, “From a young age, I was captivated by the elegance and personal expression found in fashion accessories. Growing up in Barcelona, I was surrounded by vibrant design and artisanal crafts which fueled my passion. Early on, I realized the transformative power of an well-crafted accessories that are able to showcase who you are – they’re not just adornments but extensions of one’s personality. This understanding shaped my approach to business to focus on quality, craftsmanship, and personal expression.”
Genesis Of Epifania
To learn the origin backstory of Epifania, we asked, “Can you tell us about the genesis of your current business and what specific need or gap you aimed to address?”
She replied, “Epifania was born out of a desire to redefine luxury in the hair accessories market. The industry was saturated with mass-produced items that lacked uniqueness and personal touch. We aimed to fill this gap by creating bespoke, high-quality hair accessories that not only enhance aesthetic appeal but also celebrate individuality and sustainable practices.”
Incorporating Core Principles
We further asked, “How have your personal values influenced the way you conduct business?”
“My personal values reflect on what I want to build professionally and personally. That’s why EPIFANIA’s core values – sustainability, craftsmanship, and empowerment – steer every decision at Epifania. We commit to environmentally friendly materials and processes, cherish artisanal skills by collaborating with expert craftsmen, and empower customers through pieces that make them feel unique and confident. These values ensure we maintain integrity and purpose, aligning our operations with our ethical standards.” Carlota replied.
Adaptability Amidst Adversities
Every business faces a certain set of challenges in their journey. We asked, “What has been the most challenging project or period in your career, and what did you learn from it?”
She replied, “The most challenging period in my career was undoubtedly during Epifania’s initial global expansion. Venturing into international markets presented a complex tapestry of challenges that extended beyond mere logistics; it involved understanding diverse market dynamics, adhering to varying regulatory environments, and customizing our offerings to align with local consumer preferences – all while continuing to manage and grow our team back home.”
“This phase taught me the critical importance of resilience when dealing with challenges and hurdles. Balancing global expansion and daily business demands called for strategic foresight and tactical agility. Adapting to each market’s uniqueness while preserving core values and objectives required continuous refinement.
Maintaining team motivation and cohesion during a period of intense growth was also crucial. Clear communication and shared goals were key. Working closely with my co-founder and closest friend Anna, offered invaluable experience. Our combined strengths and support helped us navigate challenges. We learned the importance of leveraging collective insights, staying aligned with our team, and having a trusted partner. This period tested and strengthened our business acumen, deepening our understanding of operating successfully globally.” Carlota added.
Addition Of Cutting-Edge Technology
Fast-paced digital evolution is significantly impacting the way businesses perform. So, we asked Carlota Miret Durán, “How do you integrate new technologies or innovative practices into your business operations?”
She shared, “We consistently integrate cutting-edge technologies like AI for trend forecasting and sustainable materials’ development, as well as to display the appearance of our future items and enhance our product designs. This not only enhances our operational efficiency and improves customer engagement, but also keeps us at the forefront of innovation in the fashion industry.
For instance, we utilize advanced e-commerce platforms and data analytics to understand customer preferences and market trends, ensuring our offerings are both relevant and innovative.”
Could you share an experience where you had to pivot your business strategy dramatically?
She shared, “Initially, Epifania was structured to potentially incorporate a mix of digital and physical sales strategies. However, we decided to concentrate solely on our online and digital channels to scale and solidify our presence in a controlled and measurable way. This strategic pivot was crucial, especially considering the rapid shift in consumer preferences towards online shopping accelerated by global trends. Focusing solely on digital, we optimize resources to improve e-commerce and digital marketing, laying a foundation for sustainable growth.
Our commitment to this digital-first strategy includes future expansion plans in the next 3 to 5 years. As Epifania grows and establishes its market presence, we aim to gradually incorporate physical experiences through pop-ups or boutique partnerships. This approach strengthens brand visibility and fosters closer connections with customers. Adapting our business model based on market learnings and emerging opportunities ensures agility.”
A Cornerstone In The Career Path
To gather insights on Carlota Miret Durán’s perspective on mentorship, we asked, “What role has mentorship played in your career, both as a mentor and a mentee?”
Carlota shared, “Mentorship has been a cornerstone of my career and personal development, woven deeply into the Epifania’s culture and my relationship with my co-founder, Anna. She and I have a special mentorship dynamic, combining friendship with professional respect. We challenge and push each other towards excellence, staying aligned with our goals. Our bond also offers vital emotional support in the intense world of entrepreneurship.
Beyond our internal mentorship, Our relationships with internal and external mentors, including Raimon Miret and Nawaf Hawsawi, have been transformative for our business strategy. We value their perspectives, which challenge our assumptions and encourage strategic thinking. These mentors help us grow sustainably by fostering a learning environment that adapts and refines our approach based on proven insights and experienced foresight.
This blend of internal and external mentorship enriches our company culture, fuels our strategic decisions, and strengthens our resolve to innovate and lead in our industry.”
Plans We Asked Carlota Miret Durán
We were interested to learn more about the plans Carlota has for her business. So, we inquired, “Tell us more about your future business plans.”
Carlota responded, “Epifania is more than just a brand; it represents a way of thinking and a lifestyle committed to nourishing the mind and boldly showcasing that philosophy to the world. As we look to the future, our plans are not only about expanding our geographical footprint but also about deepening the very essence of what Epifania stands for.
We plan to expand globally, targeting untapped markets in Europe and Asia to introduce our mindful luxury concept. Additionally, we aim to diversify our product offerings by entering the home decor market, bringing our unique style and sustainability into everyday living spaces. As part of our commitment to innovation, we are researching eco-friendly materials and exploring technology-driven customization options, allowing customers to personalize accessories according to their style and values.
Our commitment to sustainability is more robust than ever. We’re not just adapting to eco-friendly practices; we’re pioneering them, ensuring that every aspect of our operations enriches our planet and our community. This holistic approach to business is what sets Epifania apart as we continue to grow and inspire in the global marketplace.”
Message To Beginners
Lastly, seeking guidance for beginners in this field, we asked, “What is one piece of advice you would give to someone starting out in your industry today?”
Carlota shared, “Epifania is not just a business; it’s a manifesto for living boldly and creatively. Being an entrepreneur is undeniably tough—not just because you’re steering a company and leading a team, but because you’re living out your dream. This realization brings with it a significant weight: the very real possibility of failure. It’s easy to feel daunted, to find excuses, to tell yourself you’re not ready.
But here’s a thought to hold onto – ‘Ready is a decision, a choice, rather than a feeling.’ It’s about choosing to step forward even when the path isn’t clear, to innovate and expand despite the uncertainties. At Epifania, this philosophy is driving us forward as we plan to touch more lives globally and explore new ventures like eco-conscious home decor.
We are expanding into new markets in Europe and Asia, as well as offering a range of products beyond fashion accessories. Our future involves incorporating sustainable materials and allowing customers to customize their purchases. This expansion aims to build a global community that values meaningful and expressive living. Our promise is to keep pushing boundaries and supporting sustainability, inspiring young entrepreneurs to embrace readiness. Let’s make bold choices together and create a world where dreams drive us to new heights.”
Follow Carlota Miret Durán on LinkedIn.
Find Epifania on LinkedIn.
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