(MP) We are in 2005, you decide to buy the brand Fashion Clinic. That was probably not the path that had been laid out for you. Why did you choose a fashion business?
(PA) I started working at 19 in a large business group with a strong leader. For several years, I had the privilege of working with my father, gaining experience. In 2005, at 34, I felt that, alongside my business activities within the Group, I was ready to forge my own professional path and not be solely associated with a potential succession. I wanted to undertake my own business initiative. At the time, my experience was in the real estate sector, so it could have been along those lines. But then the opportunity to buy the Fashion Clinic brand, of which I was already a customer, suddenly appeared, and it seemed like a good opportunity.
(MP) This is a trait of yours, making bold bets well in advance, at times many consider risky. In most cases, time has proven you right. Is this vision something you were born with, or was there something in your journey that gave you this ability to anticipate the future?
(PA) Without a doubt, working closely with a leader like Américo Amorim, a visionary man with a great sense of intuition, allowed me to, in a way, confirm that this intuition and vision worked. I think, inadvertently, I adopted this approach as well. In business, anticipating trends is important. And being very attentive to the world, traveling, and being involved in different business activities gives me perhaps a greater capacity for analysis. These various activities inform each other. And maturity also plays a role. This way of being strengthens with experience, becoming more consolidated. Today, I have a completely different level of confidence.
(MP) Were there moments when this boldness proved less positive, where you wish you had done things differently?
(PA) Not necessarily differently. I always see moments of boldness and the less positive outcomes as learning opportunities. I believe we only improve when things don't go as planned sometimes. One example I can think of is our investment in fine jewelry a few years ago. I was absolutely certain it would work, but it turned out to be more complex because jewelry is a specialized segment that requires very specific product knowledge to sell.
(MP) Belief is a crucial part of these decisions, right? You often tell us, "Let's go for it, and believe it will work!"
(PA) Yes, I generally see the glass as half full and maintain a very positive mindset. These are always conscious decisions, but I believe we attract what we believe in. There are many elements that galvanize around belief. What we convey to our team, the people we work with — transmitting a message of confidence, strength, hope, and that things will work out — this is contagious for the entire team. In turn, those people inspire their teams.
(MP) Over the years, some of the most significant changes have been the introduction of the Homewear category and the creation of your own brands, Paula (and soon House of Capricorn). How did these decisions come about?
(PA) Without a doubt, we've seen many changes. Changes in location, new spaces, bigger, smaller, more visible. We've expanded into new geographies... The home category emerged post-Covid. I started feeling the importance of home on a very personal level. All those months spent at home made us look at that space differently. It became a place not just for sleeping but for working, living, and socializing. The paradigm completely changed. It was very natural to extend the multibrand model we had at Fashion Clinic, for both men and women, to the home. Our own brands — Paula and House of Capricorn — stem from the desire to develop the wholesale model. Not only because I believe in the business, but because I understand that we have unique quality production, craftsmanship and highly qualified industry in Portugal. Currently, the world is very curious about Portuguese products, and we feel a great receptivity.
(MP) Fashion Clinic Summer Times is about celebrating summer and our two resort locations — Quinta do Lago and Comporta. What do you think has been Fashion Clinic’s impact specifically here?
(PA) Fashion Clinic has transformed both places. On one hand, we brought an offering that didn’t exist before, and on the other, we ensured that this offering was very adapted to each geography. We always aim to elevate the places where we are. We go with that intention, with that mission, and it's not just about bringing luxury or expensive brands, but elevating by taking care of the stores, curating them, and being very consistent with the location. We reflect deeply and passionately on what each place represents.
(MP) Speaking of curation, what is our mission? What is Fashion Clinic’s mission?
(PA) Fashion Clinic’s mission is undoubtedly to surprise. We want to provide a distinctive experience through our store proposition, the look and feel of our spaces, the selection we propose, and the curation we do — a completely innovative, distinctive proposition that is hard to find elsewhere. Creating a sense of temptation, making it irresistible so that those who enter out of curiosity end up buying because they couldn't resist.
(MP) If you had to suggest a summer destination other than Quinta do Lago or Comporta, from all the places you've been, which would it be?
(PA) For me, summer means the sea. I love the beach. Water gives me a sense of well-being, serenity, and ever increasing peace. I need water to reenergize. Summer holidays in the mountains in Gstaad or the countryside are not. No, it always has to be the beach. I really like Capri, but more off-season, say between June and July. The combination of the topography with the typical Italian village, the small beaches, the constant presence of restaurants, the activity, the food, the boats, the sea — I really like it.
(MP) Imagine you were packing for a vacation but could only choose 3 brands. Which would they be?
(PA) Paula, Marrakshi Life and Johanna Ortiz.
(MP) And for men, do you have any particular favorites?
(PA) For men, I find Bazist very fun, 120% Lino is fantastic, and of course, Brunello Cuccinelli.
(MP) Finally, it's been almost 20 years with Fashion Clinic under your command. Can you imagine where we’ll be in another 20 years?
(PA) I can. I envision a strong international wholesale operation, with both Paula and House of Capricorn present in all relevant commercial geographies. I clearly see that Comporta will change, Carvalhal may change significantly, and what we have done in the last three years will likely be reflected throughout the village, with high quality, without losing its authenticity and local tradition.
(MP) Looking forward to that! Thank you for your time.
