Few would have gauged by Rosa Lladró's quiet dignity and shy manner that she heads a major international company bearing her surname. Lladró's fine porcelain figurines adorn opulent homes across the world, especially in the Gulf.
Lladró's delicate figurines and other collectibles are a must-have for the wealthy and feature high up on the wish list of mere mortals who have to save to buy them. Many of the pieces that entered the market soon after the company was established in the 1950s are still on the bestseller list. This speaks volumes for the brand, as fashion trends are known to be fickle.
The first set
In 1953, brothers Juan, Jose and Vincente Lladró made their first creations in a Moroccan furnace in their house in Almassera, Valencia, Spain. Among them was a charming figurine of a shepherdess, which is still in demand. Lladró has grown into a venture worth millions, with offices spanning the world and boutiques in major cities. It has also spawned a collectors' club.
Rosa, the daughter of Juan Lladró, and president of the company, was in Dubai to introduce some of the latest creations. Rosa, dressed in a Pucci outfit, was the epitome of charm and elegance. She has been described as "a work of art to match the pieces that Lladró is known for".
She spoke about the successful loyalty programme offered by the company. "We have a loyal group of customers, especially for the limited editions."
The collectors' club, now called Privilege, began as an informal group in 1985 and has grown in strength and scope. From pretty ballerinas, clowns, birds, horses and other figurines, there seems to be a demand for every new creation, with some perennial favourites such as the shepherdess.
Rosa was keen on spreading the message about their collectors' club.
"We have about 100,000 in Privilege, with 5,000 in the Privilege Gold category," she said.
"We have three main markets: the US, the UK and Japan. China and India are also emerging as strong customers," she added.
Throwing light on Lladró's area-specific creations, Rosa said: "For this region, we have made the Hand of Fatima and an Arabian horse. For China, we have Tang horses and a red-and-gold dragon (36,000 euros or Dh162,428). And for India we have a pantheon of deities."
Amazing demand
Rosa said she was amazed at the popularity of some of these figurines. The Lakshmi figurine is sold out and the Nataraja figurine is also a bestseller.
What sort of pieces do collectors choose?
"There is a range of pieces, so they pick up items that catch their fancy. Some collectors choose a theme: It could be clowns, animals or floral creations. One of our bestsellers is a Madonna with a lacy veil presented in the early 1990s, which is expensive yet popular.
On whether the downturn affected Lladró, Rosa said: "Definitely. Even the rich are waiting for liquidity to return to the markets!"
"The loyalty programmes Privilege and Privilege Gold offer regular customers an opportunity to buy limited editions and offers free insurance and news updates," she added.
A Rosa by name
Rosa Lladró is the daughter of Juan Lladró, the eldest of the three brothers who founded the porcelain company.
After studying at the San Carlos Faculty of Fine Arts of Valencia, Rosa Lladró took many courses at various business schools. Her well-proven business and managerial skills have led her to being asked to join the board of directors of the Bank of Valencia, direct the Deco-Cevider ceramics, glass and decoration fair and to run the Casa Decor decoration trade show held every year in Valencia.
Rosa has been a member of Lladró's board of directors since 1984 and president since 2003. Rosa is part of the creativity committee. Her interests include fine arts and dance.
— Nirmal Khanna is a UAE-based freelance writer
