MILAN — For Paola Sasplugas the 10th anniversary of her jewelry brand PDPaola has offered a moment of retrospection.
The business she launched with her brother Humbert, who serves as chief executive officer of the company, has grown to cover 42 markets through 45 stores under the PDPaola banner and 2,000 stockists, reaching a maturity stage.
Yet Sasplugas took some time to pause and look back at her beginnings — and some more. Committed not to leaving her inner child behind in celebrating what she has achieved so far, she wanted to mark the company’s milestone by paying tribute to “the wholeness of the woman, accepting and embracing all her nuances,” she said.
Paola and Humbert Sasplugas, founders of PDPaola.
Eider Madariaga/Courtesy of PDPaola
She was inspired by her young daughter. In their role games and reenactments of the Catalan tale of Sant Jordi at home, Sasplugas observed her little girl using a drumstick to play the part of the knight who killed a dragon to save his princess. She had an epiphany.
“I saw her and thought: ‘With this simple stick, this little girl has the power in her to believe in anything’,” recalled Sasplugas. “That moment I decided I needed that magic wand for myself, to serve the same way to me.”
The magic wand PDPaola created for its 10th anniversary.
Courtesy of PDPaola
Hence, she created a silver one for herself, soon considering to replicate it and hand it out to empower her customers as part of a limited edition to be launched in the coming months. The object will be part of a trifecta of products PDPaola created for its anniversary, each evoking different stages of womanhood.
If the wand connects to childhood, a choker was designed to recall those trending in the 2000s, during her teenage years. Her more sophisticated take on the style comes in silver and plays with the new PDPaola logo the company is introducing for the anniversary and that will become an integral part of its visuals from now on. Incidentally, the original chokers in black wire will also be gifted to customers at the PDPaola stores globally — whether they purchase the elevated version of the brand or not.
The choker PDPaola created for its 10th anniversary.
Courtesy of PDPaola
“The original black choker is a true classic of the 2000s — an emblem of the generation that inspired PDPaola’s aesthetic language. It serves as an allegory of that era, a creative reference that has now been reinterpreted for our anniversary,” said Sasplugas.
The third product created for the occasion is the more sophisticated Paola diamond necklace, a modern and sinuous take on the tennis style, which is available upon request on the brand’s website and at a selection of stores.
The Paola diamond necklace by PDPaola.
Courtesy of PDPaola
The three items reflect the three-legged structure of the brand’s overall assortment. The company’s offering opens with The Charms collection of small symbolic pieces, with an average price from 49 euros to 89 euros, making it an accessible entry to the brand.
The Signature line of daily designs in sterling silver, 18-karat gold vermeil and semiprecious stones sits at the core of the catalogue, with price tags ranging from 90 euros to 450 euros.
Earrings from the PDPaola Signature line.
Courtesy of PDPaola
Adding to these, the Fine Jewelry line telegraphs PDPaola’s sustainable efforts via styles encompassing solitaire rings, pendants and bracelets crafted in recycled 18-karat gold and lab-grown diamonds, retailing from 750 euros up to 7,500 euros. Incidentally, the Barcelona-based company launched its more responsible practices in 2021, when it introduced its first collection in recycled gold, followed by the launch of recycled silver pieces in its Signature line two years later, before expanding the eco-minded approach to its fine jewelry.
“The tiered structure allows us to reach different audiences while maintaining a unified creative vision — contemporary design, quality and emotional resonance remain at the core of everything we do,” said the CEO, mentioning that bestsellers include the Icons and Twist designs, as well as the Kelly Rutherford collection in the fine jewelry segment.
A ring from the PDPaola fine jewelry line.
Courtesy of PDPaola
Sasplugas recalled how the company started with 200,000 euros and generated more than 35 million euros in sales last year, when it reported double-digit growth versus 2023. The CEO expects to end the year with total revenues exceeding 40 million euros, with online sales accounting for between 40 and 50 percent of total sales. The long-term goal is to reach the 100-million-euro benchmark by 2030, driven by international retail openings in addition to the constant enhancement of the product range.
Italy – where PDPaola operates five stand-alone stores in prime cities such as Milan and Rome – is currently the brand’s top market, accounting for 25 percent of total sales, followed by Spain and France.
The PDPaola store in Milan.
Courtesy of PDPaola
“This year has been more about strengthening our key markets. We’ve continued to consolidate our presence across Europe’s main cities, with Florence joining our retail network as part of this strategic growth,” said the CEO, teasing that three stores will be unveiled by the end of 2025 in Italy and Latin America, taking the count to 48 units worldwide. “Our focus has been on refining the customer experience and reinforcing the brand’s positioning in established markets such as Italy, Spain and France, while continuing to build visibility in the United States.”
To be sure, the company kicked off a new phase of expansion in North America last year, when it opened its first flagship in New York. As reported, PDPaola embarked on its U.S. growth strategy after data showed strong growth in its U.S. e-commerce site, which launched three years ago.
The PDPaola stores and e-commerce add to a global network of around 2,000 points of sales — a mix of wholesale partners and select multibrand retailers.
A piece from The Charms line by PDPaola.
Courtesy of PDPaola
