ISABEL MORALEJO - ADEBA

We continue with our inspiring section A COFFEE WITH…

This month we have a very special person, determined, brave, a fighter, self-made, who once decided to take a leap of faith and pursue her dream.

We're talking about Isabel Moralejo.

A well-known fashion stylist, Isabel is the creator of Adeba (@adeba_madrid), a brand of ballet flats with a different and special "touch". We met in her showroom/workshop at Calle San Julio, 9 in Madrid. We are not alone; her creations surround and envelop us, and just by looking at them, they transport us to another world, to a magical world.

Hello Isabel, thank you so much for your time, I know you're super busy, especially these days...

Thanks, it's true, these days have been crazy, but I'm happy to see you and have a coffee, and you're not far away (laughs).

Isabel, let's start at the beginning, what led you to create Adeba?

Well, Adeba started with my passion for shoes. I honestly don't know where it comes from because no one in my family shares this hobby (laughs), but this world has always seduced me. In fact, 15 years ago I had the opportunity to co-found and design for a shoe brand called Otto et Moi and I always wanted to return to this world. And so it was, two years ago, I changed my life and put aside my profession as a fashion stylist of more than 20 years and launched myself solo to create Adeba.

And the inevitable question, why the name Adeba?

Adeba has a very important meaning for me, very special. It's a family trip we took every year, every summer without exception, from a village near the Deva River (Ourense) to Deba (Gipuzkoa) to spend our holidays. It's my childhood, full of beautiful memories, each one more so than the last, that undoubtedly inspire my shoes. It's a return to childhood, to that world of fantasy and joy, to my journey.

What did you realize? 

You'd better ask me what I didn't discover! (laughs), because it has been a constant learning process. The first thing is that everything is more complicated than it seems. What I like most is design, having ideas, creating, inventing, composing, assembling and disassembling... well, this takes up less than 10% of the time. The rest, which is also super important, is making budgets, planning, studying margins, profitability... It's all "Oh, the finances! Oh, the planning!". Incredible how many "Ohs!" there are (laughs) and all of them important if you want your business to be a business and not a hobby. But you jump in and learn as you go.

When you created Adeba, what did you want to achieve?

I was clear that I wanted a ballet flat, but not just any one; I wanted to reinterpret the world of ballet flats, eliminating their classic connotation, to give them a twist and elevate them to fashion, to design. I wanted them to become the flat shoe to wear at night, comparable to a good stiletto, which is very beautiful but sometimes impossible to wear.

Did the competition make you reflect?

I see competition in a healthy way. Although we all sell shoes, each one has its own stamp, its own style, its own personality, and this is unique. That's why I see myself more as colleagues than as competition. What I do analyze and study is the market as a whole, the trends, where fashion is going.

Any turning point in your business?

More than in my business, in my life, I left everything behind to be independent, to have freedom and to be able to spend more time with my family. My radical change was there. And I have to thank my husband for his support, for encouraging me to take the leap and because he has been and is fundamental in Adeba's day-to-day. Also, Eugenio, a footwear expert, one of those people life puts in front of you who are a true gift; he helped me to bring my first collection to light, a generous wise man for whom I cannot be more grateful.

What is the balance after this year?

The balance couldn't be more positive; not in my wildest dreams did I imagine Adeba would be where it is just one year after its creation. The takeoff has been incredible; I've been lucky enough to have the support of the press, the privilege of Infanta Sofía choosing us for one of her appearances, I've participated in international fairs, I collaborate with some physical stores as well, etc. And on the other hand, I've completed an accelerated master's degree in Excel, finance, Facebook Ads, I've had to learn to manage my time more effectively, I've lowered the bar for perfection because it prevented me from moving forward and took me away from the focus: selling. So, it can be said that this year has been as enriching as it has been intense, but the balance is very positive; I'm happy with what we're achieving.

What advice would you give to someone who doesn't dare to take the plunge?

Well, first, think it through (laughs), that the path is as beautiful as it is hard, that you have to use your head, you have to analyze feasibility and business plans, you have to study everything well. Start with minimal expenses, a small budget, then little by little grow, step by step, no luxuries, every euro you save at the beginning will give you more later. Try and test, then the luxuries and whims for your brand will come. And of course, a lot of hard work and perseverance.

And finally, which WASACS would represent you?

Easy! I'm clear, I love the small bags. I create fantasy and magic; I like striking, colorful things, but my daily self (laughs) is minimalist, I'm more classic, I dress more relaxed. I like everything about the small bag; it's very elegant with a retro, 70s touch. For me, it's a classic bag, a timeless basic for any wardrobe.

Thanks, Isa, it's always a pleasure to see you and catch up; we've gained a lot of good advice. Congratulations on your project and keep achieving success.

To you, Cristina! Until next time, which I hope will be soon.