In the universe of luxury accessories, where aesthetics coexist with history and craftsmanship, few stores can boast a trajectory as solid as Sanci. With over eight decades of family legacy, this space has become a benchmark for those who understand fashion as an emotional and lasting investment. At the helm is Clara Alierta, heir to a sensibility passed down through generations. In this conversation, we delve into the keys to her success, the evolution of luxury, and the value of pieces that transcend time, in an era where clients seek much more than just a beautiful object.
Sanci, a premium accessories brand in Zaragoza
"My grandparents founded it. Then my mother and aunt were involved, and now I am at the helm."
Eighty years are not built by chance. Sanci emerged from the impulse of Clara Alierta's grandparents, passed through the vision of her mother and aunt, and today continues with her at the helm. "My grandparents founded it. Then my mother and aunt were involved, and now I am at the helm," she explains. However, far from being a burden, this heritage has been a natural path.
"It's been very natural because, in a way, I grew up here," she says. Her connection to the store is not just professional, but deeply emotional: "The school bus stop was right here... I used to come with my cousins and my grandmother. They'd buy us snacks and we'd eat them here... while watching them select the collections." A silent learning that has shaped her understanding of the business. "It's in my blood," she summarizes with a smile.
True luxury: quality, history, and discernment
"Our DNA has always been to select the best accessories... we look for noble materials, the manufacturing process, we know what's behind each collection."
If anything defines Sanci, it is its meticulous selection. In a market saturated with ephemeral trends, discernment prevails here. "Our DNA has always been to select the best accessories... we look for noble materials, the manufacturing process, we know what's behind each collection," Clara explains.
This search isn't about accumulating references, but about refining the eye: "We don't buy an entire collection either. We always try to find the piece that can offer something to our clients." That something is hard to define, but it's palpable: it could be exceptional cashmere, a unique design, or a color impossible to achieve without a certain quality.
Added to this is a key value: personalized attention. "Knowing our clients' tastes and the tireless search for the best collections... those that are distinctive on their own." At Sanci, they don't just sell products; they build relationships.
Between emerging and established: a matter of essence
"We focus more on the end result... the value of the piece itself can come from an emerging talent, but also from an established company."
When it comes to selecting brands and designers, Clara is clear: the name is not what's important, but the result. "We focus more on the end result... the value of the piece itself can come from an emerging talent, but also from an established company."
This openness allows Sanci to move freely between tradition and innovation. "We don't close ourselves off... we have tradition and we have innovation," she states. The essential thing is that each piece has soul, history, and quality.
The new luxury: less logo, more meaning
"Now the premium client is much more discerning... they seek meaning in their purchase."
The concept of luxury has changed, and significantly. While visual impact used to suffice, today's client demands depth. "Now the premium client is much more discerning... they seek meaning in their purchase," Clara explains.
This shift implies greater awareness: "We have learned to value the savoir faire and what constitutes a piece much more." It's no longer just about aesthetics, but about everything behind it: process, origin, intention. "The client needs something that goes beyond a logo."
In this sense, Sanci has had an advantage, because its philosophy has always moved in that direction. "We have always tried to defend craftsmanship, well-made work... and I believe the market appreciates that too."
The pieces that define (and remain) Sanci
"Our client always invests in key pieces... they value a good wardrobe."
If there's one accessory that can transform a look, Clara doesn't hesitate: "Especially earrings... they add a lot of value." Added to these are scarves and handbags, where the quality of the fabrics and leathers makes all the difference.
But beyond trends, there's a constant in her clientele: smart investment. "Our client always invests in key pieces... they value a good wardrobe." It's a slower, more conscious way of consuming.
And here lies one of the firm's greatest prides: its longevity. "It's incredible how many times people come in and say 'my mother bought a necklace, my grandmother has earrings and I wear them and they still get attention'." For Clara, that's true success: "Having something that endures and also defines the person who wears it."
Because a good piece doesn't age, it evolves: "Even if it's old, if it had personality and quality, it will continue to maintain it."
Sanci: from Zaragoza to the world
"We have clients from Taiwan, from China..."
Although its roots are in Zaragoza, Sanci has managed to expand without losing its essence. "We are transferring everything that we have had in the store for 30 years... to the digital world," she explains.
This evolution responds to real demand: "We have many clients abroad who needed advice." Today, nearly 30% of their sales are international. "We have clients from Taiwan, from China... it's a product that is not confined to a single territory."
The key to this global success is consistency: a curated selection, personalized service, and a clear identity. "We have clients from all over the world and they also come back to buy... that means they are happy with their choice."
