Lucia and Maria Suarez

Biography

We interviewed the sisters behind the Deluem brand. Lucía Suárez is Co-founder and Creative Director, and María Suárez is a doctor, as well as Co-founder and CEO of Deluem. Together they created the company seven years ago and have grown it into what it is today: a young brand that has adorned celebrities like Kelly Rutherford with its famous floral designs.

About Lucia and Maria de Deluem

Tell us, how did Deluem come about? What has your journey been like so far?

María – Deluem came about in a very casual way. Lucía and I wanted to finance a trip with friends in 2016 and we opened our first Instagram account, which has evolved a lot over the years to become what Deluem is today, a dream we wouldn't have even dreamed of back then.

What makes Deluem special?

María – Deluem was born in the opposite way to most companies. We created a community and a brand identity, and the product has evolved and been perfected over the years with us and this whole family, always prioritizing the highest quality and pure Spanish craftsmanship. We strongly support local businesses and the "zero-kilometer" (local sourcing). Furthermore, we want Deluem products to be passed down through generations, from mothers to daughters, even grandmothers. Personally, I love going into our grandmother's wardrobe and taking things from her because she inspires me so much.

What aspect of your project over the years has been most rewarding and why?

Lucía – A very important turning point for us was the opening of our first studio in Madrid, and we were lucky enough to be in a prime location in the city center. Another very rewarding aspect has been being able to work alongside my sister María and build a wonderful team of people who contribute so much to our work.

What's it like working in a family business you started with your sister?

Maria – It has its good points and its bad points, but overall it's wonderful working together. We complement each other very well and each of us contributes a lot in a different way.

What recommendation would you give to friends, sisters, or individuals who want to start an entrepreneurial project?

Lucía – Perseverance, hard work, striving every day, and above all, surrounding yourself with people who can contribute a lot. I love working alongside my sister and the rest of the team, who are very friendly and make me feel at home.

Maria – We have also felt very supported by our circle of friends and family; they have understood and supported our project from the beginning and have valued every step we have taken, and that is very enriching and has helped us to continue growing.

Relationship with beauty:

What does beauty mean to each of you and how do you experience it in your daily routine?

Lucía – For me, beauty is color, straight lines, beautiful music, well-crafted content… In general, I believe that beauty lies in paying attention to the details.

Maria – Our brand has helped me a lot to appreciate beauty, to have my eyes open to small things and to find beautiful things in very routine things.

What or who inspires you in your daily life? Who are your beauty icons?

Lucía – In my daily life, I love spending time on Pinterest and I'm constantly looking for ideas and inspiration. I'm also subscribed to all the relevant newsletters, and ultimately, I place great importance on finding creative outlets. I'm always on the lookout for new trends and seeking inspiration and things that help boost creativity.

Maria – I am also very inspired by some profiles we find on social media.

Beauty Questionnaire:

What's your skincare routine? Do you have any tricks or foolproof products?

Maria – With this double life of juggling my career as a doctor, CEO of the company, and mother, my skin has really taken a toll after my shifts. Through Beldon, I've discovered several brands with very natural and skin-friendly products, like Ayuna, which have helped to brighten my complexion and take better care of my skin.

Lucía – I love a very natural look and a routine that doesn't involve many steps. One of my favorite brands right now, which I discovered through Beldon, is U/1ST, which combines makeup and skincare in one product.