When you’re passionate about what you do and excel as a professional, nothing is impossible for you! Mireia Lopez Montoya is a Managing Director of Leather Goods & Accessories at Bvlgari. With extensive experience in marketing and business strategy, her passion and dedication have been key to her career success, completed by her creativity. Get an inside look at the professional side of Bvlgari’s world in this interview with Mireia herself for NARGIS Magazine.
Drawing inspiration from Bvlgari’s rich archives and unparalleled jewellery DNA, the bag’s serpentine metallic handle is inspired by the 1968 Serpenti Harlequin jewellery and named “Cuore” after its heart-shaped silhouette and completed by the sinuous curves of the iconic Serpenti handle.
What’s your goal in creating the Serpenti Cuore 1968 bag? What do you expect from this masterpiece?
The creation of the Serpenti Cuore 1968 bag is a tribute to Bvlgari’s enduring legacy of transformation and craftsmanship, symbolised by the snake, synonymous with infinite metamorphosis. With this masterpiece, our goal is to marry the iconic elements of Bvlgari’s jewellery DNA with the artistry of leather craftsmanship, creating a fusion of beauty, innovation, and timelessness. The bag is not just a luxury accessory, it’s a celebration of our rich history and a love letter to one of our most cherished icons, the Serpenti. We are confident that this creation will be much loved by those who appreciate the art of transformation, where every curve and scale tells a story of meticulous craftsmanship and artistic expression. Through this bag, we aim to inspire admiration and a sense of connection to Bvlgari’s legacy of craftsmanship in both jewellery and leather. We have ensured exposure in our boutiques around the world which, combined with the contents that tell the story of Serpenti Cuore 1968, make it not just an accessory, but an object of desire.
In 2025, Year of the Snake in the Chinese zodiac calender, Bvlgari introduces the new Serpenti Cuore 1968 bag.
What made you choose this career path, and what was the greatest experience in your professional development?
I actually started my career in a completely different sector – in business which wasn’t related to fashion. However, I always had a passion for craftsmanship – a world that is deeply creative and in line with innovation. At some point, I decided to pursue career in fashion. After university, I joined a transnational FMCG corporation. That provided me with a solid foundation in strategic thinking, business analysis, and problem-solving. It allowed me to explore my creativity and develop various skills. This experience was invaluable, as I had the privilege of learning from very talented people from all around the world, which provided me with rich cross-cultural insights. This journey continued to shape my career, and I’m still learning and evolving today.
Now, as the market influences the world, what are the main three rules of marketing and strategy and what are the most common mistakes?
Firstly, you need to have a clear vision and always be aware of your target audience. Secondly, you need to understand what your brand stands for – its core values and points of differentiation. You should know what your brand can offer to the world and to your clients. Lastly, you need to understand that communication is 90% of the success. The market changed significantly since I began my career over 35 years ago. It changes so fast that there is no common mistake – the key is to stay agile. You must understand shifts in the market and adapt accordingly. The real challenge today is keeping up with these constant changes, and it’s only going to accelerate further with the influence of AI, which is reshaping the way we communicate and engage with audiences.
Is marketing in the fashion and jewellery industries different, and if so, why?
Jewellery is timeless by nature. Values of the product are clear, and you have a strong foundation. In contrast, fashion is more challenging because it’s constantly evolving to stay on trend. You often see brands rise and fall in popularity, sometimes for reasons that are hard to explain. Sometimes, two brands might offer similar products, but one can be deemed more fashionable simply due to the hype surrounding it. Fashion can be quite irrational in this regard, while jewellery is more rooted in tradition and craftsmanship. It’s a more stable market in terms of brand positioning and approach, as it’s closely connected to the heritage of the brand.
What motivates you in your job and how do you work in a team? Is it better than working alone?
I have a passion for what I do, I like everything related to the collection and the products. However, what truly makes a difference is the people I work with. The relationships we build and the shared journey we take together are incredible. We spend a lot of hours working side by side. We have a strong connection and a high respect for each other while having fun along the way. Our new creative director always brings a positive and energetic spirit that inspires all of us to push further and work harder. This sense of belonging and collective achievement is truly inspirational. As for working in a team versus working alone, I believe that it’s better to work alone, as sometimes you can think and reflect on yourself. Especially in my work, a lot of things I do by myself, not in the team. However, I also recognise the importance of teamwork. When you work in a team it is vital to ensure that everyone feels engaged and valued and that they can all contribute.
How would you describe Bvlgari’s aesthetic?
Bvlgari’s aesthetic is very unique. It is bold and it’s something you can recognise from afar. However, this boldness is not for everybody. Our products have a very strong personality and this distinctive character sets them apart from the rest.
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Which Bvlgari collection is your favourite and why?
I have many favourites at Bvlgari, but if I had to choose, I’d say the Tubogas collection stands out as something truly original, and I absolutely love it. I wore a piece from the Tubogas collection just last night, and I adored it. For me, the chokers from this collection are the coolest pieces. I also have pieces from the B.zero1 and Serpenti collections and adore my Serpenti watch.
Can you tell us about your hobbies?
I’m passionate about sports and I used to be a tennis player. Now I don’t play so much, but I still love watching tennis and enjoy sports in general. I also enjoy talking to people and spending time with my friends and family. I try to make the most of my free time by being with my loved ones.
What do you do in a stressful situation?
I focus on breathing. Stress is something we encounter regularly in our work, but I believe it’s always better to take a moment, step back, and look at the situation with some distance. This helps me realise that things can be addressed in time and that you can always try again. I try to keep calm, even when I’m stressed, and I never raise my voice with the team – I can’t stand it when people do that.
When you are getting dressed in the morning what do you choose first: clothing or jewellery?
Clothing. As for jewellery, there are a few pieces I wear every day. What I love about Bvlgari jewellery is how versatile it is – you can wear it with almost anything. For instance, I can wear a Bvlgari necklace with both a simple T-shirt and an elegant evening dress. This jewellery adapts to your mood and style.
What’s your secret of success?
My passion for what I do is the key, and I make sure to surround myself with talented, motivated people. I always aim to translate my passion to others and inspire them to share in that enthusiasm.
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Bvlgari’s aesthetic is very unique. It is bold and it’s something you can recognise from afar. However, this boldness is not for everybody.
