This week, we speak with Beatriz de los Mozos, Founder of Flabelus, the literary-inspired espadrilles brand.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
When it comes to craftsmanship, each Flabelus shoe is carefully sewn in Spain using a centuries-old certified espedrille technique. By using a combination of materials and shapes, this timeless footwear embodies a world of literary characters in the form of shoes.
To delve into the world of artistic entrepreneurship, Emirates Woman spoke to Mozos, to see how her journey in the footwear industry began.
What was your favorite subject in school?
My favorite subject was History, without a doubt. Since I was young, I was fascinated by learning about past cultures and seeing how historical events have shaped society, the norms that govern our lives, and of course, our way of thinking and acting. Over time, I became addicted to ancient stories and literature, and I carry this passion into Flabelus through a magical world: each shoe is a literary character with its own adventures, just like in my stories.
What was your first job?
My first formal job was as a Junior lawyer at the Madrid office of White & Case, one of the most prestigious law firms in the field of corporate law. I was fortunate to be the first junior lawyer in the M&A (mergers and acquisitions) area, which allowed me to gain valuable experience working on high-level negotiations and large contracts. While I enjoyed the intellectual challenges law provided, I quickly realized my true passion lay in another field. That experience led me to make a 180-degree turn in my career and found Flabelus, my great dream.
What brought you to Dubai?
Dubai has established itself as a global hub for innovation, business, and creativity, where different cultures converge and the most cutting-edge trends are embraced. I decided to bring Flabelus to this vibrant city because word of mouth about Flabelus had reached the Middle East. People from Dubai who had travelled to London and Paris, where we have our stores, were asking for Flabelus in the local and regional market. Soon, several multi-brand stores invited us to present the brand formally. We didn’t hesitate, and here we are. Online sales have continued to grow ever since across the Middle East. It’s clear: we’ve come to stay.
What inspired you to enter this sector and create your brand?
My passion for fashion was always present, but what truly inspired me to create Flabelus was a personal need: I suffer from back pain, and the Venetian shoes I used to wear caused severe discomfort. One day, I decided to write to the owner of a Venetian brand I loved and suggested some changes. He told me no, that he couldn’t make them, and that’s when I had my idea: I would make them with Spanish artisans. After a lot of asking around and seeing doors close, one person said yes, and they made me my first Venetian. Surprisingly, what arrived was the first Flabelus: a Venetian-style espadrille that would revolutionise the world.
Could you explain the concept?
Flabelus is a brand redefining the footwear industry, offering a new type of shoe that didn’t exist before: the espadrille-furlane, an ideal combination of the Italian Venetian and the Spanish espadrille, made entirely in Spain with the structure and craftsmanship of the millennia-old espadrille technique, which is a key part of European fashion history. Our espadrille-furlane stands out for its sturdier structure, making it a more comfortable, durable shoe with a much more consistent sole than the traditional Venetian. It benefits from the virtues of Spanish footwear, ensuring higher quality and comfort. We offer a product that is not only elegant, modern, luxurious, and functional but also committed to excellence and innovation in footwear.
What are the key elements of your role?
As CEO and founder, my role is multifaceted. My main responsibility is to define and ensure the strategic and creative vision of the brand. This includes overseeing all aspects of Flabelus: from design and production to team values, work spirit, marketing, and relationships with our partners and suppliers. One of the aspects I enjoy most is creating the story behind each collection. As a child, I wanted to be a writer, and I feel like I write a new story every time I develop the creative, visual, and conceptual idea behind a collection. I also lead an incredibly talented team that shares my vision, and I work closely with them to foster an environment with very strong work values: effort, consistency, teamwork, dedication, responsibility, proactivity, and creativity, always aligned with our principles of sustainability and excellence.
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Tell us about your daily routine.
My day starts very early because I live in Mexico and the entire team is in Madrid. This means I have calls with Europe from the first thing in the morning, one after the other. I finish when Europe closes around 7 or 8 PM, which is 11 or 12 PM for me, and then I focus on reviewing emails, WhatsApp, urgent matters, and my own responsibilities. In general, the meeting hours are filled by senior team members, where we discuss collection development, marketing planning, wholesale and retail sales feedback, and new business alliances. I like to maintain direct and close communication with my team, something I consider essential so that we are all on the same page. We need to look in the same direction. I spend a lot of time researching trends from different parts of the world, attending exhibitions and fashion-related events because one cannot lose touch with reality and must always stay informed of new proposals. Additionally, I supervise production to ensure that each piece delivered to our clients meets the highest standards. The most time-consuming part for me is team management and maintaining close relationships with our business partners, which is very important to me.
What advice do you have for someone who wants to follow in your footsteps?
What I would tell them is to let themselves be guided, because life will take you where you need to go, and if your mission is to start a business, the opportunity will appear suddenly, and you have to take it without fear. I’d also say that creating your own brand is a journey full of ups and downs, with a thousand problems to solve every day, where you can barely see the victories, and perseverance and patience are key. Of course, follow your eternal curiosity, stay open to learning from others, and be adaptable to the changes that come. One thing is how a business starts, and another is what actually works, and you have to be able to see that. The world of fashion and business is constantly evolving, and only those who remain agile and open to innovation will go far. Lastly, we are not all-powerful, and it’s essential to surround yourself with the right people who complement the project. As the saying goes, “each to their own trade,” and we can’t be good at everything, so we have to learn to delegate.
Tell us more about your products.
At Flabelus, we specialise mainly in footwear, with a selection that combines fashion and luxury with comfort and sustainability. Our offering focuses on unique pieces designed for the modern woman who wants, above all, to be herself, feel comfortable, look beautiful, without needing a pair of heels. All our shoes are made with the highest quality materials because, since they come into contact with the skin of our feet, it’s important they don’t smell, are moldable, breathable, durable, and washable. We also prioritize sustainable options whenever possible.
What’s the best advice you’ve ever received?
The best advice I’ve received is that nothing good comes without a lot of sacrifice behind it. And it’s completely true; everything good in this world takes a tremendous amount of effort. So much so that when it finally arrives, you’re almost not as excited because of how much it took to get there.
And what’s the worst?
In the early years, I was told to “follow the traditional path” and not step outside of pre-established molds. At that time, the fashion industry was dominated by certain rules and norms that seemed unchangeable. However, I realized that my true passion lay in challenging those limits and creating something that reflected my values and personality. Flabelus was born precisely by breaking with convention, and I don’t regret it for a second.
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What has been the biggest challenge you’ve had to overcome?
The biggest challenge has been convincing consumers that flat and artisanal footwear is both fashionable and luxurious. However, over time, and thanks to the growing awareness about the environment and sustainability, as well as women’s empowerment—where women no longer need to wear heels to feel beautiful and sexy, because beauty and sexiness come from a woman who is comfortable, elegant, and truly herself. And that can only be achieved with shoes like Flabelus, which allow our women to prioritize feeling good, feeling comfortable, and feeling beautiful without needing high heels. That’s revolutionary and wonderful!
What’s in store for the future of the brand?
The future of Flabelus is global. We will focus on continuing to innovate and diversify our footwear and fashion lines, always with the goal of offering the best to our customers. Sustainability will remain a fundamental pillar of our strategy, ensuring that every shoe and every process aligns with our commitment to the environment and the communities we work with. We aim to establish ourselves as a global brand, but always maintaining our essence and our principles intact, with Spanish fashion at the core. Through values like quality, style, and responsibility, we want to become a reference within the fashion industry, offering a unique and authentic experience to each of our customers. Our vision is to grow consciously, driving innovation without losing sight of the values that define us.
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