Why Friendship And Fashion Go Hand-In-Hand

It all began fifteen years ago in São Paulo with a small, carefully made collection crafted in the most intimate of settings. Maria, my business partner and close friend, had just graduated from fashion school and started working with a local shoemaker, selling her designs from her mother’s boutique in the city — and so, Mafalda was born.

Maria and I have known each other since we were fourteen. We grew up together, and that friendship has always been the foundation of Mafalda. So, four years ago, when I was pregnant with my son, I asked Maria if she wanted to bring the brand to London with me. I’d been living here for over a decade, working in the arts and immersed in fashion, and I felt there was a real gap in the UK market: handmade shoes with beautiful, distinctive design — crafted to last, but not priced out of reach.

I’d been a Mafalda customer from the very beginning, so I knew the quality and comfort were undeniable. I wore the shoes to art fairs, on my feet all day long, and they never let me down — no blisters, no pain. I still own pairs that are nearly eight years old and look pristine. That kind of first-hand experience gave me complete confidence in the brand’s craftsmanship, consistency, and longevity — all qualities Maria had built the brand around.

From the start, Mafalda grew organically. Maria never staged runway shows, never poured money into PR, and never pushed herself into the spotlight of the Brazilian media. And yet, the brand found its way into people’s hearts. Journalists, actresses, tastemakers — including some of the most respected names in Brazilian fashion, like Gloria Khalil — began wearing her shoes. None of it was forced; it was built on genuine appreciation and trust.

As the brand evolved, Maria began collaborating with more skilled craftspeople. About eight years ago, she met the shoemaker who now runs our small factory in São Paulo — a partnership that became central to how we work today. Brazil is renowned for its shoemaking tradition. It’s not just a country with heritage — it’s a place where craftsmanship continues to thrive. Many luxury and premium brands are now rediscovering its value, but Mafalda has always taken a more personal approach. Our shoes are made in São Paulo, where Maria can work closely with the artisans themselves.

What I find most beautiful is that, throughout these fifteen years, Maria has stayed true to her values. The brand has never chased trends or shortcuts. Instead, it has grown slowly, steadily, and intentionally — built on what feels real and genuine.

Maria visits the factory at least twice a month, working side by side with the makers to review pilot pieces, choose leathers, and refine finishes. It’s a deeply hands-on process, where the artisans’ input isn’t just welcomed but essential. Their skill and perspective shape every pair. That level of intimacy is rare in fashion today — and I believe it’s what makes our shoes so special.

Our own relationship mirrors that same spirit. Because Maria and I share such a strong friendship, our partnership has always been seamless. In four years, we’ve never had a disagreement. Everything has been collaborative, joyful, and full of good energy — and I believe that harmony flows directly into the brand, giving strength to our values and to every shoe we make.

For us, friendship and intimacy aren’t just part of our origin story — they’re the way we want to connect with our customers too. We want Mafalda to feel small, personal, and trustworthy. A brand that proves fashion can be both ethical and deeply beautiful.

At its heart, Mafalda is guided by a clear set of principles. We maintain close, personal relationships with our makers — people who are fairly employed, properly paid, and respected for their craft. That care translates directly into the quality of our shoes. We use only the finest materials, sourcing locally from tanneries in Brazil and Argentina — mostly in Brazil — so everything remains rooted in place and tradition.

Fifteen years on, Mafalda continues to prove that fashion and friendship can, and should, go hand-in-hand.