Braggao, the new Mexican luxury

Almost seven years ago, Antonio García and Christian Nodal gave themselves an opportunity that made them shine mutually. The first began with his business of selling and creating jewelry designed by himself, while the singer took his first steps in the world of regional Mexican music.

“I was trying my luck here in the jewelry center of Guadalajara, knocking on doors, reselling the jewelry that was made here, but then I began to design and create my own jewelry, learn about its manufacture, the manufacture of Mexican artisans and I came into contact with Christian to give me the chance to make a piece for him.

“‘I know you’re just starting out and so am I, but give me the confidence, maybe not in gold, because I don’t have enough capital, but I’ll do it for you in silver,’ I told him, he replied: ‘Hold on, here you go.’ my logo file and I want you to make me something amazing.’ We worked a small pendant with a silver chain. I take it to him, I give it to him and he tells me: ‘what a cool job you have, I’m going to recommend you to the artists I know!’. He gave us a lot of exposure and, since then, we have been very good friends,” García shared in an interview with Excelsior.

The impression made and the desire to make his own pieces led Antonio to create Braggao, a luxury jewelry brand that is not only 100 percent Mexican, but has joined forces with Mexican exponents such as Nodal, Junior H, Peso Pluma and Santa Fe Klan to shine outside of Mexico and compete with the high-end international market.

“Since 2019, the collective psyche of luxury has changed Low Money; That is, people who have always had money, to the new luxury, which is a new category that is redefining all concepts and connecting with young markets worldwide.

“In the particular case of Mexico, due to its extravagance, all we are achieving is understanding that and answering why brands like Dolce & Gabbana, Dior and others are looking for Nodal? Because those are the new icons that are communicating the fusion of the regional, but apart from that fashion y luxury.

“We wanted to give the brand an identity of being the leaders of the new luxury and understanding this new concept that few brands have understood to be able to communicate. It is achieving something different and they perfectly understand this new symbolism, this new look, which also looks bold, has tremendous charisma, personality and authenticity, and that gives them an exclusive identity, they can have something that is a masterpiece of Mexican manufacturing that No one else is going to have it and it is world-class,” explained Lobni Sánchez, marketing director of the brand.

And in that sense, Braggao can be considered a luxury that is not classic, because in the words of Sánchez himself: “his pieces are something that these big brands will never do and, at the same time, make the artist grow.”

“When you see them at the Grammys or on the Billboard with these jewels, they feel that we are giving them tremendous value and differentiation of their image, and, in turn, they feel that we are giving them value and a tremendous differentiation of their image, and, in turn, they do too, because they are communicating this new trend,” he added.

For Braggao, each collection is unique, because they are inspired by each of the artists to whom they dedicate the pieces. The first, for obvious reasons, to have an exclusive collection was Nodal under the name Resurrection, which was launched in February and the first jewel could be seen in the video The intentionnext to Peso Pluma, who also wears a brilliant necklace and who had the famous diamond teeth made in collaboration with Dr. Raúl Pérez, The dentist to the stars.

This collection was the preamble to what would arrive last Saturday at La Onda Fest 2024, which took place at the Napa Valley Expo, with the presence of Junior H.

Braggao accompanied the native of Cerano, Guanajuato, to give him the scarlet lamentthe masterpiece from the brand’s new collection: Sadnessinspired by the interpreter of Sad Boyz 4 Life.

“They have been very successful kids who are between 20 and 25 years old. We have been very involved in the Mexican regional, in the corridos tumbados, a little also in the urban and well, all these fusions that have been made between these genres have given us a broader playing field.

“We have just launched the largest piece of the collection and we made it especially for Junior H, who is at his peak, at the peak of his career, and we gave it to him at a very special moment, which was the closing of the La Onda festival. , and that long ago match with this style of Sad Boyz that he has been carrying. This piece has everything and many new things from the jewelry industry,” García explained.

scarlet lament It is a heart-shaped piece created with black gold accompanied by black diamonds of different sizes, something unusual in the jewelry industry, which in turn has a mechanism that makes the heart open and reveal the skull which is found on the inside which is satin, polished and has drops of ‘blood’ in deep red.

“Junior H was fascinated by the design, I don’t think he had ever seen such an incredible piece. He lives in the United States and is in close contact with jewelers there, but in Mexico we have exceeded his expectations.

“It is a piece to wear on a carpet or at a very special event, on stage, imagine how those pieces shine and combine with the outfit. A cost range for a personalized piece like this can go from 250 to 350 thousand dollars, and it is unique: only the artist who inspires the collection can have it,” said the founder of Braggao.

The brand, which has made characters such as Talia Eisset, Ángel Cervantes shine with its accessories The ChamaquitoLenin Ramirez, Gera MX, Blessd, Kenia Os, Cazzu and Cro, among others, already has five new collections ready that it plans to launch this year.

Without wanting to reveal who was their inspiration, García pointed out that, in addition to being artists, they have expanded into the world of sports, especially boxing, and it will be in 2025 when the brand expands to collaborate with foreign celebrities, especially from the United States. Joined.

With information from Jorge Santamaría

Here you can access news in real time

Know the most viral in Facebook Trending

Read the columnists of Excelsior Opinion

clm