Sara Moreno

How did Frutosamore come about?

Since 2010 I designed fashion accessories, but in 2015 I had to decorate my house and there I found the inspiration and passion to create my own brand.

How has it evolved?

I remain faithful: Scandinavian style, neutral tones, untreated materials... People see some of my creations and say they are "very me."

The best moment?

Currently. Many factors have come together: a new renovation at home, the creation of my store, the success of the blog and my motherhood.

And the next challenge?

I want to continue growing, evolving and perfecting, but I feel super complete with what I do. You never know what I can do tomorrow, if inspiration strikes... But yes, they will always be handmade items, handcrafted work.

An anecdote…

I'll stick with feeling people's affection, with their comments and with the luck of receiving photos to see something of mine in their homes.

What do you think of the DIY phenomenon boom?

I respect all brands, although there are people who customize or plagiarize, but that's something the customer sees. It doesn't worry me. Everyone makes their own way.