The art of the handkerchief: creative designs from Rollup Couture

With a background in telecommunications engineering and a passion that bridges the gap between functionality and art, Paula shares her journey from the structured world of tech to the fluid lines of fashion design. Her story is one of transformation and passion, illustrating how she crafts unique, creative designs that celebrate the timeless elegance of handkerchiefs and the rock’n’roll culture.

I’m originally from Cuenca and I consider Malaga my adopted home. After spending nine years in Madrid, where I studied telecommunications engineering—which remains my primary profession—I ventured into the fashion industry. I currently work in telecommunications for multinational corporations, but I also run my own brand, which I launched in 2020. My brand specializes in handkerchiefs and clothing. Additionally, I’m a mother to two girls, an avid crossfitter, and even a van driver. Life is incredibly busy, but I somehow manage to juggle all these aspects without letting anything stand in my way.

Paula, tell us a bit about yourself, your past, and what you do

My relationship with fashion began at a very early stage of my childhood. That was when I started crafting dresses out of fabric scraps my mother, a true fashionista, left lying around. This sparked not only a curiosity but also a deep-seated desire to create that has been with me since childhood—perhaps as early as when I was five years old. I remember making tiny outfits for dolls in my hometown, which were quite small. So, you could say my passion for fashion has been a lifelong affair.

How and when did your relationship with fashion begin?

The original name I considered for the brand was ‘Rockandrollup’ because rock’n’roll is not only my favorite music genre but also a significant part of my lifestyle, especially during my time in Madrid where I embraced the pin-up style. However, after some feedback that it was too lengthy and perhaps a bit cumbersome, I settled on ‘Rollup Couture.’ The term ‘roll up’ suggests the idea of getting things done yourself, which resonates with how I approach life. ‘Couture’ was added to honor the meticulous craft of sewing, which is a core aspect of my designs and connects back to my mother, who was a model and deeply influential in my fashion interest.

The phrase ‘bring out the diva within you’ stems from my admiration for the grandeur of old Hollywood and the iconic divas of the 1950s. I believe every woman has an inner diva, a glamorous and powerful aspect of her persona waiting to be expressed. Growing up, I often imagined myself as a character in a film, which makes me think that we all live with a narrative as grand as those in the movies. This belief inspires me to empower women to feel beautiful, confident, and, indeed, very much like a diva.

Why the name Rollup Couture? Where does the tagline «bring out the diva within you» come from?

My target audience is essentially anyone who appreciates the timeless beauty and functionality of a handkerchief, an accessory that adds a unique touch to any outfit and is designed to last a lifetime. However, my primary niche is women with curly hair. Curly-haired individuals can transform their look dramatically with a simple addition of a handkerchief or a bow tie, instantly looking stunning. While I do have customers with straight hair, the designs tend to resonate more with those who have voluminous hair, showcasing the versatility and enhancing the feminine appeal of the handkerchief. But in reality, my products are for anyone who values femininity and style.

Who is your target audience?

Every aspiring entrepreneur should start with a basic understanding of finance to avoid major pitfalls. It’s essential. If you feel compelled to pursue a venture, go for it, but remember that it’s a learning process.

My work process is deeply rooted in my early experiences of crafting garments. Initially, I made skirts for myself through trial and error, lacking formal training in pattern-making. This changed dramatically after my extensive travels for engineering work. I enrolled in a high-fashion academy where I mastered professional tailoring and pattern-making techniques, all done manually.

As I evolved, I realized that purely custom work wasn’t scalable. This led me to study industrial patterning, including computer-aided design, which marked a significant shift in my approach. During a work trip to India, I was captivated by the exquisite fabrics there, which inspired me to integrate them into my designs.

I began to blend traditional and modern techniques, creating unique pieces rather than entire collections. Each piece, especially my handkerchiefs made from multiple saris, is designed to be distinctive. This approach has allowed me to maintain a balance between my creative aspirations and practical constraints, gradually growing my brand in the process.

Can you describe your work process? Do you create collections or design each piece individually and uniquely?

No, I wasn’t formally taught how to start or run a business. My approach has been quite practical and hands-on. I utilize industrial patterning to ensure my designs can be replicated in all sizes, which is essential for scaling production. However, the creation process remains highly manual and artisanal. Each piece is crafted with a significant amount of manual effort, maintaining the unique, handcrafted quality of my products.

As for managing the production, much of my communication and coordination happen remotely through video calls, especially with my fabric suppliers and production partners in India. For instance, when developing a new jacket model, I discuss the designs and fabrics over calls and guide the process from afar. This method has allowed me to maintain quality control and stay deeply involved in every step, even if I’m not physically present.

Did you receive formal training in entrepreneurship? How do you manage your business operations?

Finding the materials I work with was quite serendipitous. While I was in Delhi, heavily involved in my engineering work, I often worked long hours. Yet, every week, I made it a point to take a break and explore the local markets on Saturdays. It was a chaotic but exciting routine. I would wander through various fabric stores, one after the other, in a somewhat haphazard manner. This exploration continued until one day, I stumbled upon a particular market and a store that exactly matched what I was looking for. The discovery was almost accidental, but it felt right. It was in these moments, amidst the hustle of the market, that I found the unique fabrics that would define my creations.

How do you find the materials you work with?

I primarily use digital marketing to connect with my audience, including a robust website that I manage on WordPress, and various sales funnels to engage and maintain client relationships. While I’m still exploring ways to expand my reach, investing in advertising has proven effective for attracting more people to my brand. I’m continuously working on enhancing my online presence and employing different marketing strategies, although I prefer not to delve into all the specifics right now.

My focus isn’t just on increasing the number of people I reach but on cultivating a community that values the craftsmanship and unique qualities of my products. Building a loyal customer base is crucial, and for me, being a dedicated and reliable figure for this community is immensely rewarding. It’s challenging to reach a wide audience, but maintaining a strong connection with those who appreciate my work is what truly matters.

What channels do you use to reach your audience? Which have you found to be the most effective in terms of communication?

One of the biggest challenges I’ve faced is managing my time effectively. The realization that I cannot accomplish everything I aspire to due to time constraints has been particularly tough. This has often led to significant frustration, as I am full of ideas and have the energy and drive to implement them, but balancing my responsibilities as a mother with running my brand can be overwhelming. I’ve spent countless hours multitasking, juggling work calls with personal commitments, and it’s easy to find oneself perpetually stressed under such circumstances.

The struggle to separate my professional life from my personal life is constant. When I am with my daughters, I strive to be fully present, which means setting aside client queries and business tasks, though it’s not always easy. Over time, I’ve had to learn to accept these limits and prioritize what truly matters, reducing the stress that comes from trying to do too much. Recognizing and respecting these boundaries has been one of my most significant ongoing challenges.

What challenges have you faced over the years?

Balancing my career at Rollup Couture with my engineering work and motherhood is my greatest challenge. Accepting that I cannot accomplish everything due to time constraints has been difficult and often frustrating. I’m brimming with ideas and have the energy to implement them, but my priorities have shifted to ensure I spend quality time with my daughters.

I often find myself multitasking—handling business calls while managing family activities—which can be quite stressful. The realization that I needed to reduce this stress led me to consciously decide to slow down a bit. The hardest part has been learning to separate my professional responsibilities from my personal life. When I’m with my daughters, I strive to be fully present, which means setting aside my phone and not answering work-related calls or emails. It’s about creating clear boundaries between work and family time, which has been essential for maintaining my well-being and that of my family.

How do you balance Rollup Couture with your work as an engineer and your role as a mother to two girls?

As a female entrepreneur and mother, I face challenging societal expectations. I reject the ‘superwoman’ label for its unrealistic standards. My focus is on harnessing my energy and passion to manage both business and family, though not without difficulties.

I’d like to see greater recognition and support for working mothers, especially those working from home, acknowledging their realistic capabilities rather than expecting perfection. Stronger networks and supportive communities are essential to reduce the pressures they face, enabling more women to pursue their careers without feeling overwhelmed.

What changes would you like to see in society from the perspective of a female entrepreneur?

For 2024, I’m taking a more reflective approach. Unlike in the past where I often rushed into things due to my anxious nature, I’m now focusing on slowing down and taking the time to think things through thoroughly. It’s important for me to ensure that whatever new developments occur, they truly resonate with my core values and vision. This deliberate pacing allows me to align future projects closely with what I genuinely want to achieve, ensuring they emerge naturally and authentically from my deepest convictions.

Any new developments on the horizon for 2024?

Every aspiring entrepreneur should start with a basic understanding of finance to avoid major pitfalls. It’s essential. If you feel compelled to pursue a venture, go for it, but remember that it’s a learning process. Over time, I’ve gained substantial knowledge in marketing, sales strategies, and more, thanks to various courses and a significant mentoring experience. My advice? Educate yourself, but don’t overwhelm yourself with too much information. Focus on learning what truly benefits your goals.

What advice do you wish you had received much earlier?

One hard-learned lesson I’d like to share with future generations is to be wary of the overwhelming promises often made in the business world. There’s a lot of noise about quick success strategies, like using sales funnels to make $10,000 a month, which can be misleading. I’ve been caught in these traps myself, thinking that I needed these supposed shortcuts to success. However, they often don’t work as promised. Instead, I ended up spending a lot of money on mentorships and courses that, although helpful, were too much all at once.

My advice is this: Focus on genuinely understanding the fundamentals of your field, particularly digital marketing, if that’s your area. Learn thoroughly and at your own pace. It’s crucial to avoid getting overwhelmed by trying to do everything at once. Slow down, reset, and concentrate on implementing what you’ve already learned effectively.

What advice, learned the hard way, would you like to pass on to future generations?

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