Lucia and Maria Suárez

Biography

We interviewed the sisters behind the brand Deluem. Lucía Suárez is the 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 7 years ago and have grown with it, turning it into what it is today: a young brand that has dressed celebrities like Kelly Rutherford with its famous flowers.

About Lucía and María of Deluem

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

María – Deluem came about very casually. In 2016, Lucía and I wanted to fund a trip with friends and 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 imagined back then.

What makes Deluem special?

María – Deluem was born differently from other companies; we built a community and a brand identity first, and the product has evolved and been perfected over the years along with us and this whole family, always prioritizing high quality and authentic Spanish craftsmanship. We strongly promote local trade and "zero kilometer" products. Furthermore, we want Deluem products to be generational—to be passed down from mothers to daughters, or even grandmothers. Personally, I love going into our grandmother's closet and borrowing things from her because it inspires me so much.

What aspect of your project over the years have you found most rewarding, and why?

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

What is it like to work in a family business created with your sister?

María – It has its ups and downs, but overall, it is wonderful to work together. We complement each other very well, and each of us contributes a lot in a different way.

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

Lucía – Perseverance, a lot of hard work, striving every day, and, above all, surrounding yourself with people who can contribute a lot to you. I love working with my sister and the rest of the team, which is so human and makes me feel at home.

María – 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, which is very enriching and has helped us keep 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, carefully curated content... In general, I believe that beauty lies in paying attention to the details.

María – Our brand has helped me a lot to appreciate beauty, to keep my eyes open to small things, and to find beauty in very routine tasks.

What or who inspires you in your day-to-day life? Who are your beauty icons?

Lucía – In my daily life, I love going on Pinterest and I am active all day long looking for ideas and references. I am also subscribed to all the newsletters around, and ultimately, I place a lot of importance on seeking out creativity; I am always on the lookout for new trends and searching for inspiration and things that help elevate creativity.

María – I am also very inspired by some of the profiles we find on social media.

Beauty Questionnaire:

What is your skincare routine? Do you have any foolproof tips or products?

María – Having this double life with my career as a doctor in addition to being CEO of the company and a mother, my skin has really suffered and looked worse after my shifts. Through Beldon, I have discovered several brands with very natural products that are gentle on the skin, like Ayuna, which have helped me add luminosity and take better care of my skin.

Lucía – I love keeping things very natural and having a routine that doesn't include too many steps. One of my favorite brands today, which I discovered through Beldon, is U/1ST, which includes makeup and treatment in the same product.