The two girls from Barcelona who seduced Karol G and Ester Expósito

BarcelonaIt was supposed to be a summer trip for two friends after finishing their course. But the weeks in Nepal, filled with aromas, colors, and its people—and, in particular, Susmita—ended up changing the professional path of Marina Gaspar and Laia Triquell. Upon returning to Barcelona, the two young women decided that the essence of Nepal and Susmita, a girl who had captivated them with her genuineness and smile, also had a place in the fashion industry, which was then in the midst of the boom of the so-called trend. quiet luxury.

In the midst of a saturation of women's fashion and with aesthetic standards that had little to do with the explosion of color, Gaspar and Triquell gave birth to Susmie's, a brand of accessories, clothing, and accessories for people who want to have fun when dressing. "It's hard for us to think about what Susmie's brings because, honestly, for us it's simply been something genuine," the brand's two founders begin by explaining in their office on Avinguda Diagonal. "We just moved," they apologize as they welcome me, further proof of the consolidation of their aesthetic and business approach.

They're not shy about pointing out that one of the keys to their success has been communication: spontaneous, direct, and unfiltered, with a community of more than 380,000 followers on Instagram. "For us, the most important thing has never been the product, but how to communicate it and the desire to create a community behind it," they firmly assert. The recipe worked for them: "Over time, we've seen that true spontaneity is what has most differentiated us." They even assert that "sometimes, what's most successful is a photo in the mirror taken with a cell phone," rather than a high-cost campaign.

That same spontaneity became evident when I asked them about one of their star collaborations: the Colombian singer Karol G. "We created an email for this type of collaboration, an email that was completely forgotten," they say with a smile under their nose. "So we didn't realize that Karol G's stylist had been trying to contact us. Suddenly, he appeared in Amsterdam at a pop-up, and we were almost embarrassed when he told us we hadn't answered!" To make up for the oversight, they sent "the biggest package in the world," and apparently it's worked, as communication with the singer's stylist's team has been recurrent. So have emails from other stars contacting them about their creations, like Ester Expósito.

To get this far, they say they've had to surround themselves with a team that they've gradually expanded to take on the scale Susmie's has taken on. The business success has also meant a change in dynamic between Gaspar and Triquell, who see each other practically every day at the office. But despite the challenges of transferring a friendship to the workplace, neither sees it as an obstacle to their friendship. "We were already different friends. We're not the type to go out and make a beer, but rather the type to spend hours and hours together doing anything, even in silence," they assert, assimilating their bond to that of two sisters. In the end, they are clear: "Susmie's has only made us get to know each other in a more beautiful and deeper way."