BEHIND THE SCENES: OUR FAMILY FACTORY IN SPAIN

Our family factories are the beating heart of FRĒDA. The artisans who make our collections mean the world to us and over the years, have become our family.

Our production lead, Mariola is from Valencia Spain, and spends every summer there with her family. This means frequent trips to our factories in the Alicante region. She was kind enough to share about one of her days there so you can see the magic behind what it means to be made in Spain. 

What do you love most about your hometown of Valencia?

Valencia is an amazing town next to the beach with a beautiful downtown and a great gastronomy offering. I love enjoying the city with my family and close friends. We have around 300 days of sun which makes it great to enjoy the city walking or biking.  We also have a wonderful mix of old buildings such as the city hall or Plaza de la Reina with nouveau architecture with the “Ciudad de las Artes y las Ciencias.” 

Living in San Francisco and spending summers at home in Spain, what is the cultural significance of working so closely with our factories there? 

Being able to spend time with the factories is critical for FRĒDA. I normally work directly at the factory a few days a week. Touching the product, making real-time changes and trying our samples is critical to ensure we build the best product for our customers. The people behind the production line are truly an extension of the FRĒDA Family! 

What does “Made In Spain” mean to you?

We have an incredible heritage of artisans who have passed their skills down from generation to generation.  In Spain, the shoe and handbag industry has been around for hundreds of years. Spain holds the production of many of the most prominent shoe brands in Spain. I’m very proud of our people and super happy that FRĒDA can be one of them. It’s impressive to see the women artisans make our weaved uppers in their own homes with their own hands. It’s hard to believe how these are made until you get close to the roots. 

Talk to us about the people at our family factory in Spain.

FRĒDA wouldn’t be where it stands today without the people making the shoes at our family factory. They are amazing! Some of them (the owners and a few other workers) have been making shoes for almost 50 years! They started together when they were 14 years old. It’s very emotional to see how much they care for our products and the level of detail when they treat the FRĒDA shoes. They care for our customers as much as we do. They have pictures of us and our products hanging on their walls. They can feel the sense of belonging to the FRĒDA Family, and enjoy every part of the process. I want to work with them forever.

What do you do on your visits to the factory?

I try to spend as much time as possible at the factory, reviewing the products with them in close detail. I review all the components making sure they are correct and the shoe fits to perfection. We also solve small issues we are having and improve processes for future collections. We visit suppliers and either source for upcoming seasons or pick up materials for the current season.  It is very fun to be on the ground working with them in every single detail.

What are some exciting things that happen on the floor? 

Things happen very fast at the factory and a million things are going on at the same time at different stages. Making sure that all the little things in the shoes are correct and being able to make real-time changes is challenging but exciting at the same time.

What collection were they working on when you were there?

Right now we have FW24 Production on the line being finished for shipping right before August, we can't wait for you to see them! SS25 Samples are being mounted in the requested materials and will ship in one month. Lastly, PF25 Protos are being made for the first time and they will ship in a few weeks. So much happening at once, but we're so proud of our coming collections!

Can you share your 3 favorite summer things to do in Spain?

We spend a lot of time with family while we are in Spain. Living in San Francisco so far from home is wonderful but also hard. That is why we try to spend as much time as possible with our loved ones. I also love going to Javea (Alicante) where my family and friends spend their summers. It is a beautiful little town with wonderful beaches, great weather and amazing restaurants. You should visit sometime! We also like spending endless hours talking to our friends around a homemade paella with a glass of wine. We start cooking at 1 p.m. and don’t leave the table until late at night!

Is there anything else you’d like to add about your visit?

I highly recommend coming to Spain and visiting Valencia if you have a chance! I’ll make sure I provide great recommendations :)