Our Story

Who we are

We all have a story to share and this is ours. More than 40 years of experience support us as one of the first Mexican companies in the linen sector. Since 1982, Velia Sierra has been dedicated to producing designs of the highest quality, taking care of every detail within its workshops in almost artisanal productions, with pieces cut sometimes one by one, paying tribute to one of the kindest natural fibers that exist: linen.
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Also seeking to provide an environmentally friendly design, all our garments are pre-washed and processed in industrial dryers with biodegradable solvents before reaching stores, to avoid shrinkage and dry cleaning of all our designs for an optimal aesthetic and preservation. 
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 By combining foreign raw materials with Mexican hands, the designer Velia Sierra manages to create a unique and special identity made up of comfort, versatility and a luxury touched by the sensitivity only a family business can have. 
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 The intervention of atypical materials, fraying and transparencies are the main elements that characterize Velia Sierra Design. 
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A Family Affair

Velia Sierra, Creative Director: Born on January 7th, 1961 in Mexico City, Velia has been the author of this story since 1982. Shortly after graduating from a Bachelor of Public Accountant from the Autonomous University of Guadalajara, Velia discovered her affinity for fashion through a small business. In her early days, she designed her first creations by experimenting with multiple fibers, but upon learning about linen, its history and its properties, she fell in love with said fabric. Its textures, freshness and its numerous properties led her to search for its origin, motivating her to travel to Italy, where she learned more about the fiber and began to do countless tests. She lasted about a year and a half carrying out different processes, thus giving life to her project. After establishing it, she decided to start designing solely with linen from 1986 onwards, thus creating a project that would evolve and remain for decades. Over time, Velia has managed to establish its linen empire, currently having exclusive stores in Guadalajara, San Miguel de Allende and Punta de Mita, and other points of sale in Cairo, Cabos San Lucas, the Caribbean, to name a few. She has been recognized by international magazines such as Vogue Magazine, Elle México y Harper’s Bazaar, thus exalting luxury Mexican design. 
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Paula Sierra, Brand Image Director: Born on December 25th, 2000 in Guadalajara, Jalisco, Paula has been passionate about design since her childhood. She studied Fashion Design at Istituto Marangoni, in Milan, and is currently studying a Bachelor of Fashion Design at ITESO. She was introduced to the world of fashion from an early age, accompanying Velia, her mother, in the selection and purchase of raw materials abroad. She has also participated in negotiations with both national and international suppliers and clients, thus learning all the production processes within Velia Sierra Design. Paula carries out her position as Image Director, curating all our stores and windows, and little by little she begins to take leadership in our Design Department. In the future she wishes to continue with Velia's legacy, along with her brother Franja.
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Franja Sierra, Marketing Director: Born on January 26th, 1997 in Guadalajara, Jalisco, Franja also carries fashion in his veins like his mother and sister. He studied Advertising & Marketing Communications at the renowned Fashion Institute of Technology in New York, and graduated with a Bachelor's degree in Marketing from the Tecnológico de Monterrey. From a young age, he developed a love for the business of fashion, with innovation being his greatest interest within the brand and in the industry. He directs the marketing and customer service area within Velia Sierra Design, and both national and international negotiations. In the future he wishes to continue the legacy of his mother, maintaining the family essence of the brand by collaborating with this sister Paula.