Not Your MAMA’s Jewelry
Five years and a barrier-breaking wooden watch, Barcelona based jewelry label – MAM – is delivering innovative styles and a distinctive aesthetic and futuristic flair showing no sign of honing it in.
A refreshing departure from the cookie-cutter norm in adornments, co-founders and designers, Anthya Tirado and Jordi Enrique Albert debuted MAM in 2015. Anthya is creative, sensible and confident. Jordi is autodidact, charming and unstoppable; and much like their innovative take on accessories, these two are the perfect pair. First designing singular wooden watches, the designers were not meant to create a limiting capacity. “After just one year, we managed to challenge the properties of wood and create the thinnest watch on the market, becoming a watch brand with an innovative style and unique aesthetics,” says the founders. “We decided to keep exploring other territories based on MAM’s DNA and that’s how we came up with our first jewelry and leather goods collection. A new line designed so that each individual can create their look, adding a distinctive and groundbreaking touch to their style,” says Tirado. With a current motivation to continue revolutionizing the way people wear and use accessories, MAM aims to create functional and genderless pieces that provide the freedom to personalize and explore the individuality of each person in a creative way.
More than just a to-the-point name, MAM is built on movement, art, and mission. At the ethos of this one-of-kind line, the label thrives on moving forward in product design and innovation. Supporting art and artists from all over the world, Tirado and Albert have also released the IAM project, especially catering to young urban creatives, while still staying true to their mission to be as ethical as possible with the environment. “Our goal, when we started, was to bring to the creative community a brand that reflected our vision of the world, both at the design level and sustainability. Our brand philosophy has always been respectful of the environment, and somehow, we have been always connected to this purpose. Now that we are getting more into the jewelry world, we see it is really important to be true to our values and principles, and that’s why we use recycled stainless steel and we are now working on certificate fair trade on our gold and silver,” says Tirado. Noting that the industry currently offers no ecological label or sustainable standard certifications for many processes or materials, they have made it their mission to fight against this struggle in sustainability, ensuring that all the providers they work with meet their humanitarian and sustainable standards. “We only work using 100% natural materials, recycled material and we are plastic-free. Also, we use sustainable shipping to combat Co2 emissions,” adds Albert.
Solid 376 Gold Rings, $55
Solid 396 Earcuff, $106
“Our goal, when we started, was to bring to the creative community a brand that reflected our vision of the world, both at the design level and sustainability.”
Designing with young entrepreneurs and fellow creatives in mind, the MAM muse is described as someone who owns her style. She is away from the mainstream when it comes to fashion with a need to feel different, to be different. “[She] is not afraid to try new and different things,” expresses Albert and adding, “At the end of the day, having a good sense of style is not about what you wear, it’s more about daring.” Daring to stand out in a niche made industry, it is with a minimal approach that MAM stays true to the people they design for. “In general, we are inspired by the beauty of the human body, in its simple shapes and forms. Each piece is designed to blend so perfectly with the extremities of the body that becomes for whoever uses it, an essential piece of beauty,” says Tirado. Offering the industry a sustainable and personalized accessory, the Barcelona brand operates on a global scale. “We can notice differences when we talk about watches, but in jewelry, the best-sellers are similar in almost all the countries,” says Tirado. Finding inspiration in the cultures around the world, it is the country of Japan that stands above all the rest. “Kindness, love, and respect rooted in Japanese culture always leave us speechless. We are also amazed at the strong connection this culture has to art and nature and how everything super simple can become fascinating,” says Tirado in admiration.
Recognized around the world as a company-specific to accessories, a capsule collection with young designer Iem Thomas is introducing MAM into the world of apparel with the ITSABAG crossbody bag. “Since its launch, it has been a total success. It offers the opportunity to carry your basics comfortably,” Albert explains. Naturally, our intrigue rose at the prospect of expanding the line into more apparel, but the designer’s remained tight-lipped on the specifics we can look forward to: “Yes, we are currently working on the growth of MAM product categories, it will include some apparel, which we hope you will also love. But we can't say more,” teased Tirado, continuing “so we recommend you stay posted.” We were able to divulge that the label is currently innovating with new materials that are vegan and 100% sustainable. “There are many exciting things to come this year. Soon you will see pieces that you will surely need to have in your wardrobe,” says Albert. As we said our goodbyes, Anthya and Jordi encourage you to “Be you, Express yourself and be different.”
