Isabel Lance

I started my Interior Architecture degree at the Polytechnic University of Madrid, but eventually decided to dedicate myself to fashion and moved to Paris to work in the Saint Laurent press showroom. After finishing my fashion stylist degree at the Istituto Marangoni in London, I started working as a stylist at Vogue Spain, where I spent 5 years. At the end of 2020, I left to become a freelance stylist and focus on Isita.

Biography

What is Isita? And where does your passion for the world of decoration come from?

Isita is a digital platform for home goods. At Isita, we create a universe, editorials, and aim to inspire the purchase of a feeling: it lands in a napkin, a glass, or an antique. My interest in aesthetics comes from my family. We are a family that cares deeply about it, and that has been reflected in my work: first working as a fashion stylist and now launching Isita with my mother, Isabel López-Quesada (interior architect). Everything I know, I know from her. She taught me to have a critical eye, to have a sensitivity for beautiful things, to look at the world with a different vision... I have always accompanied her on site visits, work trips, to see suppliers... I am curious; I have always asked a lot of questions, and she tells me about her projects, her ideas, and how everything works, and I try to give her my opinion. My mother has always told me that it is important to keep your eyes open, that you can find inspiration in a scent, a pattern, a color, a painting... In day-to-day life, she makes everything pleasant and beautiful, making you want to stop time, and with Isita, I try to seek out that feeling: lighting the fireplace in winter and feeling that cozy sensation, or having it smell nice when you walk into the house, always having fresh flowers, pleasant background music, or simply the sound of the fountain in the patio while having dinner with friends at home.

What role does your mother play in this project? And what does it mean for you to work with her?

My mother is half of Isita. There is no product, editorial, or article that goes out without her giving her opinion. Working with her means learning something every day; we are sharing ideas all day long and seeing what new things we can do. "My mother makes everything beautiful. She makes you want to stop time. I try to seek out that feeling with Isita."

What values define the brand? And what is its relationship with timelessness, craftsmanship, and sustainability?

We are a responsible brand concept; we want to be as transparent as possible with our suppliers, our product, where we make it, and how we make it. We look for authentic, local, artisanal suppliers... I am very interested in environmental responsibility, and we are trying to minimize the use of plastic at Isita as much as possible. From when products are sent to us, through our packaging, to our choice of shipping company. We want Isita to be a brand that lasts forever, that our products are timeless and have a second life. For example, the glass of our candle can be reused as a drinking glass, a pencil holder, or for the bathroom. The candle covers are made from fabric scraps and can later be used for traveling, for storing jewelry...

What or who do you draw inspiration from when creating new designs? And what is your most special piece and why?

From everything, really! From pieces we’ve always had at home, to movies, travels, textures, and colors... Every product has a different process! The pieces I like the most are the vase collaboration we did with Ladio Ceramics. It is a collection of 33 unique pieces that can be used daily or as works of art! They have an incredible and special design. The home fragrance collection is also incredible; the process is very different from what we are used to, and I love how a scent can transport you. In November, we are releasing our second scent, called Biarritz.

What qualities must a piece have to be part of Isita?

Isita products are elegant and timeless, while trying to keep up with materials and shapes. We play with patterns, colors, scents, textures... The pieces must have history and personality...

"We want Isita to be a brand that lasts forever, that our products are timeless and have a second life."

Relationship with beauty:

What is beauty to you, and what connection does it have to your creative side?

I am a Libra, so beauty in all its senses is very important to me. From the personal to the professional. Aesthetics matter a lot to me; I try to take good care of myself on a personal level (by exercising, with food, with my beauty routine, clothing...) but also when I host a dinner or invite friends over, I care about everything being as well-cared-for as possible. Then everything is reflected in my work at Isita and in my work as a freelance stylist.

How is beauty reflected in Isita? And in your day-to-day life?

In everything, really. In the brand's branding, which was done by Wozere, the web design, the art direction of the photos, and finally the product design. We take care of every last detail: from the packaging to the flowers we have in the office... We have our Isita office in my mother’s decoration studio, so beauty is present in our daily lives. We work with the windows open in summer to hear the fountain, nature... We are always continuously changing our workspace to keep up with the latest products we receive.

Who are your beauty icons?

I don't have a "beauty icon" as such; I admire many people for different things! I try to learn from and surround myself with people who inspire me. My mother is my general beauty reference; she taught me to take care of myself inside and out, but above all, to love myself as I am and to be confident in myself. I admire my friends Pino and Isabel from Plantarse when it comes to nutrition, my aunt Sofia López-Quesada recommends new products or treatments to me, and I have many friends I admire in terms of sports.

What is the best piece of beauty advice you have ever received?

You are what you eat. Since I was little, my mother instilled in me that nutrition is very important for looking good inside and out. For a few years now, I have done a 10-day cleanse twice a year with a macrobiotic diet, and I try to stay healthy the rest of the year. Over the years, I have realized that everything is related; everything you give your body will be reflected, for better or for worse, so I try to take the best care of myself possible.

Beauty Questionnaire:

What is your morning routine?

I wash my face with soap, then I use a lotion and a toner to balance the skin's pH. After that, I apply serum, eye cream, and moisturizer: I use the Special Regulating Cream by Schrammek. Every morning, I put moisturizer all over my body and oil for marks or scars. If I see that my face looks tired one day, I use flash ampoules. In addition, I do a stretching routine for about 20 minutes and take my dog Juana for a walk.

- An infallible trick or product

This summer I discovered Elizabeth Arden's Eight Hour Cream and I can't stop using it! For lips, cuticles, knuckles, elbows... I have an obsession with well-cared-for hands and feet, so I try to have them done every two weeks.
I try to eat as healthy as possible. I do intermittent fasting for 14-16 hours 4/5 days a week, and at home, the diet is very macrobiotic. For a few years now, I almost don't eat meat or dairy because it doesn't agree with me, and I try to drink little coffee. Like everyone else, I have my "guilty pleasures," but I try to keep them for the weekend or special moments—I love sweets!

Pending task (as far as beauty is concerned)
Getting back to my sports routine: doing yoga at Ferchi de la Puente’s studio, Asana Groove, and boxing at Fabela Boxing Club. I would like to take better care of my hair and skin with natural products and get more facial and body treatments! Drinking water—I forget and have to force myself.

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