Clara Diez, Founder, CEO + Owner of Binibeca Fashion and Clara Diez Heels
Clara Diez’s shoe company Binibeca Fashion was born out of love for her Spanish culture – and a desire to share that culture with people living here.
Having lived in Singapore since 2010, she launched the business in 2014, naming it after a beautiful fishing village on the Mediterranean island of Menorca.
What made it so special? Her brand introduced the avarca sandal – a handmade leather sandal crafted using traditional manufacturing processes – from that island to this one. You can see the sandals on feet all around Singapore – they have a leather upper, with recycled rubber tyre for the soles, in designs ranging from sparkly glitters to chic neutrals. These days, Binibeca Fashion carries other exclusive Spanish brands like Victoria that focuses on sustainable fashion with their organic canvas sneakers, Gioseppo which carries a wide range of sandals in the latest trends and of course, Clara’s very own name brand, Clara Diaz Heels that carries a range of classy, elegant and stylish heels. But, contends Clara, “We are not only selling shoes, we are also helping our customers to be more happy!”
As the original brand ambassador, Clara would know. She’s gone from carrying around boxes of the shoes in her car to various fairs, to now running three brick-and-mortar outlets – in Suntec, Tanglin and Parkway Parade shopping malls. Customers can also buy the shoes on the company’s site and at major department stores like Takashimaya, Isetan and Tangs. The mum of two credits much of her company’s success to the 20 “hardworking and amazing” women who work for her, saying, “We share a passion for fashion and retail.”
Started in 2017 by The Finder, the Expatpreneur Awards are intended to honour hard-working, successful, community-minded foreign-born business owners in Singapore. All winners must exhibit how their businesses help people “live well in Singapore” – The Finder’s own mission. This year, marks the fifth annual awards. Find out more here.
By K Praveena