Rosa Lladro, who flew down for the opening of the second Lladro store in the city, explains why luxury brands have the potential to do well even in a recession-hit economy
Rosa Lladro, who flew down for the opening of the second Lladro store in the city, explains why luxury brands have the potential to do well even in a recession-hit economy
Wearing a beige business suit, Rosa looks wan and worn out from her long flight and tight schedule, but she continues to sign figurines at the Lladro store, in Collection Mall, with a warm smile. Striking up a conversation with a collector, she ventures, "My favourites in the Lladro collection are the flowers. They are the most difficult to make as they are handcrafted."
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Fragile as her figurines: Rosa Lladro at the UB City store launch |
Once she gets started on her favourite theme Lladro figurines there's no stopping her. She is particularly enthusiastic about Queen of the Nile, a figurine, which will be unveiled in India later this month. "It took us five years to make the piece," she reveals.
All in the familyHalf a century ago, Rosa's father and his two brothers translated their passion for porcelain into exquisite figurines at a small workshop in Valencia. They drew inspiration from the classical, the historical, the modern and the minimalist. What was once a small artisans' workshop on the outskirts of Valencia is now the city of porcelain.u00a0
When did Rosa step into the family business? "I have grown up with Lladro! My earliest memories are of my dad and uncles discussing work at the dinner table. I joined my father in the business 26 years ago after I completed my course at the San Carlos Faculty of Fine Arts in Valencia. I did a few short business courses to equip me to run the business. It was natural for me to come into the family business. We are four daughters.
I'm the eldest. My sister Angeles is also with Lladro. My other two sisters are doing something else."
As president of Lladro, she is on the move. "I do a couple of tours for fairs and exhibitions at least twice or thrice a year. I visit fairs in Milan and Paris. Though I've been to India before, this is my first time in Bangalore and I am enjoying the city," she says.
Voting for luxuryIs the Spanish porcelain brand rethinking its price strategy in a recession-hit world? "We are feeling the heat of the recession. If someone says they are recession-proof, they are obviously lying. Our prices range between Rs 6,000 and Rs 1 crore in the Indian market. The situation is a little bad for the luxury market. But the good part is that if you invest in a luxury product, it stays with you forever," she says, deftly sidestepping the question about revising prices.
Is she a brand conscious person, I ask, taking a long look at her Tag Heuer watch? "I'm 47 years old now and I invest only in things that last. Luxury implies high quality products that look really elegant and dignified. We can't stop the speed of change, but quality is one thing that remains. I gifted myself this Tag Heuer watch when I quit smoking," she says with a smile.
Rosa has a 23-year-old daughter and a 20-year-old son. "When they were little, I used to travel a lot on work, so I'm making up for all those times by spending a lot of time with family now," she says.
At a glanceRosa is the daughter of Juan Lladro, the eldest of the three brothers who founded the porcelain company, and has been the member of the Lladro board of directors since 1984. She was named president of Lladro in 2003.
Lladro, which is present in 128 countries, has 9 stores in India, and Rosa plans to open shop-in-shop stores in the near future.
