{"id":11339,"date":"2025-10-20T20:42:49","date_gmt":"2025-10-20T23:42:49","guid":{"rendered":"https:\/\/abest.com.br\/?p=11339"},"modified":"2025-10-22T14:25:34","modified_gmt":"2025-10-22T17:25:34","slug":"talking-to-glorinha-paranagua","status":"publish","type":"post","link":"https:\/\/abest.com.br\/en\/noticias\/abest\/talking-to-glorinha-paranagua\/","title":{"rendered":"TALKING TO: GLORINHA PARANAGU\u00c1"},"content":{"rendered":"
\"\"
Yasmine Paranagu\u00e1 e as bolsas da marca fundada por sua av\u00f3, Glorinha Paranagu\u00e1. Foto:\u00a0Divulga\u00e7\u00e3o<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

Glorinha Paranagu\u00e1\u2019s granddaughter, Yasmine Paranagu\u00e1, elevates the brand\u2019s legacy to new heights<\/strong><\/strong><\/p>\n\n\n\n

The world of Glorinha Paranagu\u00e1<\/em> blends tangible beauty with deep family affection. Observing its exquisitely curated pieces and understanding their origins enhances the entire fashion experience. The signature bamboo \u2014 the material behind the brand\u2019s iconic handbags \u2014 is a legacy of founder Glorinha\u2019s refined taste.<\/p>\n\n\n\n

It all began in the 1990s, in a charming boutique in Ipanema \u2014 an authentic meeting point that was both artisanal and cosmopolitan. From there, the brand flourished and became a reference for the international projection of Brazilian fashion. That\u2019s how true luxury is born: creative pieces of singular originality that capture the world\u2019s attention through their excellence.<\/p>\n\n\n\n

Glorinha had already traveled extensively \u2014 her husband, Paulo, was a diplomat \u2014 and collected experiences in Morocco, Austria, Kuwait, France, Argentina, and beyond. Throughout those journeys, she carried \u2014 and elevated \u2014 the value of Brazilian materials wherever she went.<\/p>\n\n\n\n

Three decades later, the brand stands under a new light \u2014 with the same essence, but an expanded family. Glorinha\u2019s granddaughter, Yasmine Paranagu\u00e1<\/strong>, the first female heir in a family of sons, graduated in Design and inherited her grandmother\u2019s cosmopolitan fashion sense. Naturally, she took over as Creative Director.<\/p>\n\n\n\n

Yasmine\u2019s mother, Nan\u00e1<\/strong>, Glorinha\u2019s daughter-in-law, had already joined the team \u2014 uniting a mother-in-law and daughter-in-law bonded by their shared passion for fashion\u2019s savoir-faire<\/em>. This trio of women remains the foundation of the brand\u2019s DNA to this day. Between national and international commitments, Yasmine Paranagu\u00e1 spoke with Fashion Label Brasil<\/em>.<\/p>\n\n\n\n

Glorinha Paranagu\u00e1 has now spanned three generations. How do you perceive this heritage and the responsibility of carrying your grandmother\u2019s legacy forward?<\/strong><\/strong><\/p>\n\n\n\n

I grew up inside the company and was always very close to my grandmother. We lived nearby and did everything together. Since my grandmother only had sons, being her first granddaughter \u2014 and loving this creative world from an early age \u2014 brought us even closer.<\/p>\n\n\n\n

Another beautiful aspect is the relationship between my mother and grandmother \u2014 daughter-in-law and mother-in-law, right? They\u2019ve always had a wonderful bond and very similar tastes. I think my mother joining the company was a gift to my grandmother \u2014 and to me as well. My mother, beyond being my mom, is my right hand. We have incredible synergy working together. I see it as a true privilege to continue the legacy of Glorinha Paranagu\u00e1<\/em>.<\/p>\n\n\n\n

\n\n\n\n

\"\"
\u201cEu cresci dentro da empresa, acompanhei minha av\u00f3 desde cedo\u201d, Yasmine Paranagu\u00e1. Foto: Divulga\u00e7\u00e3o<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

What has changed in the brand\u2019s DNA since its foundation?<\/strong><\/strong><\/p>\n\n\n\n

The brand\u2019s DNA is very strong and distinctive \u2014 and we make a point of preserving it. That\u2019s what defines the brand and makes our products recognizable.<\/p>\n\n\n\n

What\u2019s new is that there\u2019s now a younger, fresher perspective \u2014 someone who has lived abroad, eager to bring innovation and add new layers. Also, as a mother constantly on the move with my child, I think a lot about functionality. How can I have a handbag that looks elegant but is also practical? It\u2019s about adding new elements and usability to each piece \u2014 that\u2019s a meaningful shift that came with my arrival.<\/p>\n\n\n\n

I also brought my passion for embroidery into the brand. I\u2019ve studied it formally and continue to refine my craft. Often, I create the first sample myself. So I feel this embroidered world has truly become part of the brand\u2019s identity since I joined.<\/p>\n\n\n\n

How do you translate tradition for a contemporary audience?<\/strong><\/strong><\/p>\n\n\n\n

To me, tradition means passing something from mother to daughter \u2014 allowing different generations to wear the same piece in completely different ways.<\/p>\n\n\n\n

In a sense, it\u2019s also about reuse. For a modern audience that values making the most of what they own \u2014 and who are mindful about reducing waste and consuming more consciously \u2014 this idea of durability and versatility is incredibly appealing.<\/p>\n\n\n\n

\n\n\n\n

\"\"
\u201cA bolsa de bambu \u00e9 um verdadeiro \u00edcone para n\u00f3s, \u00e9 o nosso carro-chefe\u201d, Yasmine Paranagu\u00e1. Foto: Divulga\u00e7\u00e3o<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

You lived in Singapore and Shanghai. How did your time in Asia influence your creative and aesthetic vision?<\/strong><\/strong><\/p>\n\n\n\n

I absolutely loved living in Asia \u2014 in Singapore and Shanghai. That experience opened a new window for me to understand the East. I was able to absorb techniques and cultural nuances. There, people deeply value what has been crafted and what already exists, and hierarchy is highly respected. I find that very beautiful \u2014 and it has become deeply rooted in my creative process.<\/p>\n\n\n\n

Beyond creative and aesthetic influences, Asia also brought me many behavioral insights. I observed the social dynamics of each country \u2014 how people adapt and evolve. That was an immense learning experience for me.<\/p>\n\n\n\n

Are there elements of Asian culture that you\u2019ve incorporated into your design process or brand identity?<\/strong><\/strong><\/p>\n\n\n\n

Yes \u2014 it\u2019s all connected to mindset. The Asian public has a profound appreciation for craftsmanship, for what\u2019s handmade, and for the time invested in creating something. I remember that when I studied at Lesage<\/em>, many of my classmates were Japanese \u2014 they place incredible value on hand-embellished work, especially embroidery, treating it as a true art form.<\/p>\n\n\n\n

\n\n\n\n

\"\"
Fotos: Glorinha Paranagu\u00e1 @glorinhaparanagua<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

How has your international experience influenced the way you manage the brand, beyond design itself?<\/strong><\/strong><\/p>\n\n\n\n

Living abroad brings a wealth of experience. In my case, it gave me independence \u2014 the ability to understand professional life, beginnings, and family balance. It shapes you in every sense: being away from your country, your comfort zone, and your family. So, that experience was not only essential to my creative vision but also to my personal growth. And yes, I believe that\u2019s reflected in how we run the brand today.<\/p>\n\n\n\n

In terms of physical presence, how many points of sale does the brand currently have?<\/strong><\/strong><\/p>\n\n\n\n

We have two flagship stores \u2014 one in Rio de Janeiro and one in S\u00e3o Paulo. We sell throughout Brazil and internationally, and we\u2019re continuously expanding. Among our multi-brand partners, we have around 30 to 35 clients distributed across Brazil and abroad.<\/p>\n\n\n\n

\n\n\n\n

\"\"
Fotos: Glorinha Paranagu\u00e1 @glorinhaparanagua<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

Who tends to identify most with the brand in Brazil? And how does that compare to your international audience?<\/strong><\/strong><\/p>\n\n\n\n

I believe our clientele \u2014 both in Brazil and internationally \u2014 shares very similar values. They appreciate the handmade, value brands with an authentic and distinctive touch, and look for products with impeccable craftsmanship rather than a logo to display.<\/p>\n\n\n\n

We\u2019re constantly refining our product mix so that our clients can style our handbags for a variety of occasions.<\/p>\n\n\n\n

What materials do you use most often, and how does your design process work? Is it a collaborative team effort?<\/strong><\/strong><\/p>\n\n\n\n

Our signature material is bamboo \u2014 it\u2019s truly our hallmark. My mother and I love mixing materials; we find that richness in contrasts. We often combine bamboo with leather, and straw appears in certain seasons. In winter, for example, we play with velvet and create unexpected combinations.<\/p>\n\n\n\n

The creative process is mostly handled by my mother and me. Production is outsourced, and our teams are split between S\u00e3o Paulo and Rio. We conduct research both together and independently \u2014 drawing inspiration from online references, fashion shows, travels, and exhibitions.<\/p>\n\n\n\n

\n\n\n\n

\"\"
Fotos: Glorinha Paranagu\u00e1 @glorinhaparanagua<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

The bamboo handbag is an icon of Glorinha Paranagu\u00e1. How do you keep this classic alive while still innovating?<\/strong><\/strong><\/p>\n\n\n\n

The bamboo handbag is our true icon \u2014 our flagship piece. It\u2019s timeless. From it, we\u2019ve developed an entire bamboo line. Alongside this bestseller, we also have other signature pieces: leather handbags, our bamboo-button belt bags, and our beloved hand-crocheted items.<\/p>\n\n\n\n

What international events have been significant for the brand? Have you participated in international trade fairs?<\/strong><\/strong> Yes \u2014 my mother and grandmother participated in several fairs. In October 2019, we took part in Coterie<\/em> in New York. We had to pause due to the pandemic, but we plan to return next year and participate in more fairs, particularly in Europe.<\/p>\n\n\n\n

\n\n\n\n

\"\"
Fotos: Glorinha Paranagu\u00e1 @glorinhaparanagua<\/figcaption><\/figure>\n\n\n\n\n\n\n\n<\/p>\n\n\n\n

What are the next steps in terms of national and international expansion?<\/strong><\/strong><\/p>\n\n\n\n

Expansion is always the goal. We want to strengthen brand awareness and increase our reach \u2014 both across Brazil and in international markets.<\/p>\n\n\n\n

What can we expect from the brand in the coming years?<\/strong><\/strong><\/p>\n\n\n\n

We like to flirt with the new while honoring the past. I truly believe in collaborations \u2014 so we\u2019re always thinking about and planning the next one. And of course, the plan is to keep growing, creating, selling, and bringing more beautiful handbags to our clients.<\/p>\n\n\n\n

By Juliana Lopes, editor at Fashion Label Brasil<\/strong>
Photos:<\/strong> Courtesy of Glorinha Paranagu\u00e1<\/p>\n\n\n\n

","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":11375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[705,23],"tags":[],"class_list":["post-11339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destaque-abest","category-abest"],"_links":{"self":[{"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/posts\/11339","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/comments?post=11339"}],"version-history":[{"count":14,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/posts\/11339\/revisions"}],"predecessor-version":[{"id":11378,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/posts\/11339\/revisions\/11378"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/media\/11375"}],"wp:attachment":[{"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/media?parent=11339"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/categories?post=11339"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abest.com.br\/en\/wp-json\/wp\/v2\/tags?post=11339"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}