Roman Lucia Carboni is the woman behind Insomnia, an Italian-Indian retail brand. In 2018, the Barcelona startup debuted with a friends, family & fools funding round, but it wasn't until May 2021 that it officially launched.
Insomnia is the living portrait of Lucia. An eccentric, passionate, and intense brand that mixes colors, prints, and fabrics without any shame. Its goal is to leave no one indifferent. "We like exaggeration," the founder explains. In their garments, you will find feathers, sequins, fringes, and flowers. A lucid dream, as Carboni would say. Less is more is not part of their philosophy.
Her favorite season is summer. "I don't see myself making sweaters," confesses the Italian. That's why she launched her first collection, What keeps you awake, this May. Twenty-two pieces ---tops, dresses, pants, and bandanas--- which, added to this July's summer drop ---baptized as Quemadita--- are the "perfect summer wardrobe."
Insomnia's adventure dates back to a season Carboni spent in Boston three years ago. There she met an Indian girl with whom, later, she would partner in their love for exotic fabrics. Their first pieces were caftans. They held several events with acquaintances, and even presented some garments at the White Summer, but it ended there.
Last summer, Lucia took the reins of the project as the sole CEO, invested between 40,000 and 45,000 euros of her own capital, and professionalized what is now Insomnia, a boutique built around solid branding work. "People recognize Insomnia," Carboni tells us, satisfied.
Her brand philosophy is an ode to the night. "That moment when you get into bed and your head won't let you sleep. That moment when you imagine what you want to be, what you want to do. That moment when things happen, that's Insomnia," the founder details. Around that moment when the sun sets, a brand story is traced in which the sleepless girls appear, their buyers, women who are part of a night community that "enjoys their moments of disconnection."
Although she has had clients of all types, the most common are either young girls looking for an outfit to graduate in, or adult women who see her garments as the ideal complement to enjoy their leisure time. For Lucia, the sleepless girl is "a full-fledged woman, who already has her economy and stability."
The Barcelona firm, still in the process of consolidating, plans to launch a collection each year and release capsule collections of specific pieces that allow it to "continue surprising" customers with more product diversity. The average price of its portfolio is 120 euros. The cheapest piece costs 40 euros and the most expensive 250.
Production is limited, she "falls in love" with fabrics and buys them, regardless of the meters available. "I move in a romantic way," she confesses. She is in charge of the design with the help of seamstresses from Sabadell, who then do the manufacturing. "I don't have a design degree, but I have a lot of taste," she explains to us. Although the creative process is long, Lucia is happy: "everything we have released represents me, it has a lot of soul." According to the entrepreneur, the key to her success is versatility. "Our pattern is simple, but adaptable to any situation. You can wear the clothes to go barefoot on the beach, walk with your mother, or be the prettiest at a wedding," the Italian concludes.
Along with Carboni, a photographer and a graphic designer work. Other profiles are outsourced, but she explains that there are more than 10 people involved in the brand. Currently, they share a coworking as their main office in the heart of Barcelona.
Production is limited, she "falls in love" with fabrics and buys them. "I move in a romantic way," she confesses to us.About entrepreneurship, she is clear: "There is nothing that has made me happier."For her, having a business has been "a roller coaster," which has taken her "to heaven, and to hell." Although if she went back, she says, she would have done it sooner. She opted to set up thestartup in Barcelona because it is a "hubbusiness" and the city "is in the eye of the world," but in terms of aid, she believes there is much room for improvement. For future entrepreneurs, Lucia considers it key 1) to surround oneself with professionals, "where you don't know how to get there, don't be afraid to ask," and 2) to have money, "you will always spend more than you think."
With an eye on December, she is already working on a Christmas drop. These will be party dresses that, as she says, you can wear to "your New Year's Eve party in Bali or dining with your grandmother." Lucia promises spectacular garments.
For next summer, she wants to sell in multi-brand stores. "In the coolest place in," she tells us. For now, they are selling in Tulum, Formentera, and Ibiza. And next year she hopes to be in Mykonos. The Roman's strategy is to be in the "summer hotspots" and, for now, she seems to be achieving it. She is also considering launching a capsule of men's clothing. In fact, the sample collection was already made for this 2021, but it didn't arrive in time. "Next year I won't be afraid at all," she assures.
We will see how Insomnia evolves, which, with only twelve months of life, hopes to close the year with a turnover of 200,000 euros. "I have very big aspirations, but little by little," Lucia reflects. Ambition, of course, she does not lack.