A New Era of Jewelry Created by "MAM" Captivating Many Overseas Celebrities

Originating from Barcelona, Spain, the jewelry brand "MAM" stands out in the traditional jewelry world.

The brand features designs that harmonize with the body's curves, embodying the concept of "revolutionizing mix and match," and is adored by many overseas celebrities.

Offering artistic pieces such as organically shaped earrings, rings, and face jewelry, co-founder and creative director Antya Tirado advocates for sustainable jewelry that celebrates individuality and is easy to enjoy, akin to makeup.

While in Paris, France, for the "TRANOÏ WOMEN A/W 24-25" exhibition, we spoke with her about the unique worldview and aesthetics of "MAM."

Fashion is a Canvas of Bold Self-Expression & Infinite Creativity

Could you share the motivation and background behind launching "MAM"?

"MAM" was founded in 2015 by CEO Jordi Enrique Alberto with the aim of revolutionizing the world of accessories.

Initially, it began with the design of the thinnest wooden watch in the heart of Barcelona. This groundbreaking product shattered conventional ideas surrounding traditional materials.

As the brand grew, it naturally ventured into the jewelry sector. At that time, the jewelry industry was lacking innovation, with many brands showcasing similar designs and no new ideas in sight. In other words, it was a field brimming with potential for significant development.

Thus, "MAM" seized this situation as an opportunity for creativity, producing unique pieces such as earrings and makeup jewelry that showcase individual body characteristics.

What values and vision do you hold dear?

The core of "MAM" is "movement." We are on a dynamic creative journey, liberated from traditional norms, allowing for free expression of individuality.

We believe fashion is a canvas for bold self-expression and infinite creativity. With this belief, we craft each collection, stimulating a deeper awareness within those who wear them. "MAM" aims to contribute to a sustainable future by encouraging each individual to embrace their inner strength and foster self-love.

Fusing futurism, design, and innovation, "MAM" sets a new standard for self-expression through fashion. Its refined, rounded minimalistic designs enhance the natural beauty of the human form, fitting seamlessly like a second skin.

Additionally, they naturally extend the identity of the wearer, expressing a unique style imbued with a sense of presence and purpose.

Unleashing Creativity: A Challenge in Design

Could you explain the differences and concepts behind the "ORIGINALS" and "BASICS" series?

The "ORIGINALS" series is characterized by bold and eye-catching designs. It consists of unconventional works that break from tradition, created for those who wish to freely express their individuality.

On the other hand, the "BASICS" series features timeless essentials with universal appeal. With comfortable fit, classic, and understated designs, these pieces offer high versatility, blending seamlessly with any style while providing a simple yet sophisticated look.

What challenges or innovations have you particularly faced in product development?

The creative process of materializing ideas and concepts into products or collections is a delightful challenge. I relish the journey of creativity, concentrating my spirit as I explore the breadth of imagination.

What is your personally favorite "MAM" product?

The "MAM Blow-Up Ring" that was released three years ago. It has become a symbolic piece for "MAM."

The bold, rounded form represents the universe and embodies our movement. This is not just jewelry; it is a work of art with a powerful message.

This design, simple yet striking, reflects the continuous movement of Mother Earth (Gaia) and our aspirations for future jewelry making. Starting in 2025, this symbolic design will be incorporated into all our pieces, becoming a new emblem for the brand.

What initiatives are you undertaking regarding environmentally conscious material selection and manufacturing processes?

Since its founding in 2015, "MAM" has been deeply committed to sustainability in every aspect.

Each piece is intentionally designed, manufactured, and packaged to meet high standards of environmental responsibility. We source all production locally and are dedicated to responsible manufacturing practices.

In our factory, we achieve sustainability through recycled materials and ethical processes.

We source only precious metals certified by the Responsible Jewellery Council (RJC). RJC-certified precious metals clear strict ethical, social, human rights, and environmental standards, ensuring traceable and responsible sourcing.

A Flagship Store in Japan Someday

I learned that many international celebrities, including Kylie Jenner, love your work at "TRANOÏ WOMEN."

It is incredibly encouraging to have numerous celebrities choose to wear "MAM" pieces. Their affection for jewelry reflects the recognition of "MAM"'s uniqueness and artistry.

When they showcase our pieces on their social media, it spreads the innovation and craftsmanship of "MAM." This, in turn, inspires new creations that resonate with their distinctive styles.

What are your thoughts on expanding overseas?

"MAM" is a global brand. As an online-native company, we are selling internationally, especially in cities like Paris, New York, Milan, London, Los Angeles, and Tokyo. We are planning aggressive expansion leading up to 2025.
Currently, we have stores in Barcelona and Madrid, with plans to open one in Paris within the year. We aim to provide our fans with a place to directly experience our work and feel our trust and value.

What about a serious entry into Japan?

Japan is one of my favorite countries. Before the pandemic, "MAM" had a significant presence, especially in the watch category, with over seven retail stores in Tokyo alone.

We aim to re-enter this vibrant Japanese market in a new form. In the future, I want to open a flagship store for "MAM" and have opportunities to connect directly with Japanese customers.

I am confident that the understanding of Japan's delicate aesthetic sense and innovation will open new possibilities for "MAM."