Behind-the-seams with brand curator for Hay Carmo!, Juliana Cavalcanti.

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So, to start with, for anyone who is not sure what being a curator involves day-to-day, can you tell us what you do?

Tell us more about your job and what you love about it.

Being a curator is just part of what I do in a daily basis. But for sure is one of my favourite things in my job. It involves a lot of research, to be always connected to the world and the market to see what is happening, which new brands and trends come along. As we know, fashion is a forever in movement market – we must be always updated. So, when I see some new interesting brand I usually go deeper in contact with it to negotiate the possibility to have it in the shop. But is not only a matter of liking the brand. You also must understand your costumer and your audience to see if it´s suitable for them – they are the most important part of your business. And then comes the second selection: to decide which pieces should be in the floor – usually one collection is too big and it´s important to create a “story”. A coordinated rail is part of a good visual merchandising and makes the brand more interesting for the consumer as well. So its a mix between keeping up with the market and psychology of your audience. 😊

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What does your typical working day involves?

It´s never the same. As I am a consultant and work in different projects, I have a very diverse day-by-day. I try to focus my mornings (if I don´t have any meeting) on answering emails, updating and researching online and doing tasks that request more concentration. After lunch I usually go to see clients, I schedule meetings and pass by Hay Carmo shop. The days I have photoshoot to do it´s usually all day to create content. Among all this, I still carry my brand Juu with special collections and collaborations. 😊

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What about you? Talk us through your own path into the fashion world. 

It´s a 15 years path in different countries – so quite a complex road. I graduated in Fashion Business School in São Paulo, Brazil, where I had a 5 years professional experience in the market. I worked with my favourite Brazilian brand – a luxury line called NK Store. Than I decided to live abroad and came to Portugal, where I worked with Wholesale in Fashion. One year later I had an offer in London and decided to take, so I went to work at a Fashion Showroom in London. But after one year I was missing Portugal and decided to come back. So I came back to Lisbon and started working at XN Brand Dynamics, a PR Office in Fashion and Lifestyle. I was responsible for the fashion brands – communication strategy and PR. I worked with very good brands, such as Prada, G Star, Custo Barcelona.. It was an important school. After a few years at XN I decided to take a risk and work as a freelancer – the market was changing and the new independent worker era was coming. So I did it and started working in so many different projects in different areas of Fashion – that´s when the more creative part of me was brought up. I had clients where I was a buyer, a curator, a creative director, a communication / branding strategist… And I realised I loved to create and coordinate fashion / lifestyle concepts. That´s also why I decided to do my line – JUU, also to put this creative side into real pieces. Today I maintain this hectic work life – curator, content creator, stylist, branding strategist and designer.

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What are the key criteria for choosing something you think might become a best seller?

First of all you must understand your costumer. This is the main demand. Then you must be up-to-date with what is happening in the fashion scene: news on big trends to street style / influencers. You need to “read” and predict the market. Understand how fashion and people work. Then you can have the right criteria on choosing any brand / products to your shop or to any concept. A lot of things comes to the equation: from style to price points. You must know what you can play with.

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Talking about Melie. We’re one of Hay Carmo’s curated brands, what is your choice of styles all about? How does it work?

I think about my client – the Hay Carmo shop and it´s concept. And I think about the costumers I already now we have there. With that I can define the main characteristics of the clothing I should select. In addition, I must also think about the rail and how to coordinate the pieces in order to be harmonious – colours and styles.  I love Melie selection and it´s a struggle! I wish I could take it all to the shop. 😊

– How would you describe Melie’s style? And what is your favorite available styles at Hay Carmo?

I describe Melie as a super feminine concept – a shop created to girls and woman that loves to feel beautiful – and also loves to discover new brands around the world in one shop destination. I love how Melie brings us these beautiful brands we can´t find anywhere physically close to us. In a world full of fast fashion everywhere, is so good to have a more exclusive concept

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ju-3_01How would you describe Hay Carmo’s customer and how do they differ to other concept stores in Lisbon?

With less than 2 months old is still a discovery. But we can already have an idea – and I can describe the costumer I always thought about for Hay Carmo. Hay Carmo is a different concept, it´s a shop that aims to create an experience to the costumer. To offer a calm and exclusive environment where the client can relax and enjoy his time – with our terrace and café / bar. Also, it´s an open minded public, that is seeking for new independent brands, that wants to have new things constantly but from new concepts you can´t find easily. We want the costumer to trust us – they will always find beautiful exclusive things at a really relaxed space.

ju-3_05What’s the part of the job that makes it all worth it? 

To see the result of what I do. To see people happy with the things I create or I curate. To bring beauty and joy to the world through my ideas. To understand human beings and give them what they want – but that sometimes they don´t know they do.

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Ola Natacha
Gostei muito deste momento explicativo sobre o q e um curador na moda . E sempre bom ficar a saber mais e hoje aprendi mais alguma coisa . Obrigada beijo grande para ti uma grande senhora da moda e dos negócios .

Xarito

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