INTERVIEW: FLOR AMAZONA – THE AMAZONIAN BEATS

Ana Maria Sarmiento is the founder of FLOR AMAZONA, a jewelry brand inspired by Colombian culture and Amazonian nature. Collaborating with native tribal communities, FLOR AMAZONA bring to life timeless and vibrant pieces that evoke the mysterious glamour and allure of the Colombian sun-drenched paradise.

Wait: how did your fashion adventure begin?

Ana Maria Sarmiento: I studied my Masters in Fashion Business and Luxury Management from IFA, Paris and Polimoda, Italy. Before founding FLOR AMAZONA, I started my career in banking and worked at the United Nations in Austria but soon turned my hand to the creative industry where I was Global Brand Director for several European Fashion and Beauty brands. During my time in fashion I saw a gap in the market for real Colombian glamour and I wanted to find a way of breaking old Colombian clichés and so I created FLOR AMAZONA.

Wait: who or what inspired you to become an accessories designer?

Ana Maria Sarmiento: I have loved jewelry since I was a kid, it’s something that is at the heart of Colombian fashion. I think its extremely personal but you can totally show it off. Jewelry can define your mood and style and it can make an outfit. I find jewelry quite emotional, as if it talks to me.

Wait: how would you describe your brand and you aesthetic?

Ana Maria Sarmiento: FLOR AMAZONA stands for Colombia and culture. It is a Colombian brand that supports Colombian traditions whilst infusing contemporary style to make it wearable for the modern woman. We work with indigenous tribes to keep traditional handcraft alive and use bright and vibrant colours and patterns so that women can feel in paradise all year long. FLOR AMAZONA is all about colours and patterns!

Wait: can you tell us about the SS 2014 collection?

Ana Maria Sarmiento: the Spring Summer 2014 ‘La Guajira Mania’ collection is all about Colombian strength, Glamazon power, Sun-A-Porter! It’s fun, cool, tropical and chic. It makes women happy! It was inspired by the Amazon rainforest and aspires to bring the bold, chic and unexpected to the world.

Wait: what is the connection between the Amazonian paradise and your idea of female elegance?

Ana Maria Sarmiento: an elegant woman is a confident and powerful woman, full of mystique and life. This is exactly what the Amazons means to me and we’re always trying to put the glam in the amazon to bring out women’s inner glamazon!

Wait: who do you think is the ideal FLOR AMAZONA woman?

Ana Maria Sarmiento: I am the ideal FLOR AMAZONA woman! A Real Glamazon: Feminine, confident, powerful, cheerful, vibrant and elegant.

Wait: if FLOR AMAZONA could have any celebrity spokes model, who would it be?

Ana Maria Sarmiento: if Angelina Jolie was Latin, I would say she would be a really good spokesmodel. Beautiful, mysterious, elegant, mother and wife, caring about people, interested in giving back and helping.

Wait: you are not only a designer, but also a philanthropist: What is “Wear a Smile”?

Ana Maria Sarmiento: ‘Wear A Smile’ aims to support various social projects throughout Colombia and encourages native communities, with a particular focus on women and children, to live better and happier lives. It was founded to give back to the extraordinary people and region that provides FLOR AMAZONA with its unique inspiration. I work closely with the Wayuu and Embera people to keep alive and recode traditional Colombian handcraft through FLOR AMAZONA jewellery. The projects within the ‘Wear A Smile’ scheme provide these indigenous communities with much-needed education and support with the sole aim of ensuring the faces of La Guajira are kept full of joy and smiles and in turn to transport this love and happiness to the rest of the world.

Wait: “Wear a Smile” is not the only project you promoted. In 2013 “Amigos de Guajira” supported and provided resources for the ‘Wayuu’ native community in La Guajira Desert, in the north of Colombia. Can luxury and philanthropy coexist?

Ana Maria Sarmiento: yes. I think the ultimate luxury is to inspire people and help others.

Wait: you collaborated with the Kamcha leader Hugo Jamoy in the development of new designs for FLOR AMAZONA. How their tribal traditions affect your creative process?

Ana Maria Sarmiento: many of the FLOR AMAZONA pieces are heavily influenced by tribal traditions. The indigenous make jewelry patterns representing their visions in their dreams, so we meet to discuss those that have stood out for them and how we could represent them in our designs in terms of patterns, visions, colors and flowing lines.

Hugo and the indigenous propose old age patterns that depict the nature of the rainforest and the world around them, their shamanic visions and symbols of their gods to create pieces that bring peace and fortune to its creator and wearer.

Wait: breaking down the clichés, you give new life to Colombian and South American art, spreading worldwide its vibrant colors, edenic nature and its traditional cultural heritage. What is your connection with Colombia today?

Ana Maria Sarmiento: I live in Colombia at the moment. Colombia is my soul and my inspiration. I love to wake up to the mountains, fruits, warm and hardworking people. Colombia has it all. I am part of the Country Brand Government institution Colombia is the Answer, as an ambassador my aim is to promote the good image of our country worldwide.

Wait: how was your first time at SUPER Pitti? What kind of feedback did you get?

Ana Maria Sarmiento: great international press and accounts not only from Italy but from all over Europe. I was surprised to get a very good Israel Concept Store, Their taste can be very Latin. I also got great feedback from Belgium people they are very much into new designs and patterns

Wait: what do you look forward to in a working day?

Ana Maria Sarmiento: to inspire and encourage someone every day, and go to bed being thankful for the day and sure that tomorrow will be even better!

Wait: FLOR AMAZONA in one word would be…

Ana Maria Sarmiento: AMOR

Wait: plans for the future?

Ana Maria Sarmiento: Sunglasses and grow as an accessory label. I am also interested in building a FLOR AMAZONA home line and after a hotel. I already got the name 😉 It will be CASA JAGUAR.