The Brasilia-based brand Laura Segall encourages the manual work of lacemakers and embroiderers in the northeast and contributes to the generation of jobs and income for more than 350 families

The story of the women's brand Laura Segall began in 2016, when the São Paulo native living in Brasília made her own wedding dress, with the support of lacemakers from Pernambuco and seamstresses from Brasília.

This experience gave rise to a passion for the diverse weaves of hand-made lace and embroidery, for the art that conveys Brazilian DNA, an expression of the country’s intangible heritage. Laura Segall is committed to promoting Brazilian culture and producing sustainable fashion. More than 80% of the brand’s creations use natural fiber fabrics. In addition, the brand is a partner of the “SOU DE ALGODÃO” movement, which values ​​the cotton production chain in our territory.

The brand uses lace and hand embroidery as raw materials for tailored pieces and other elegant cuts, not only in the ready-to-wear segment, but also in custom-made production. The creations dress the authentic and elegant woman, who values ​​quality, cuts, fabrics and appreciates fashion.

Laura, who holds a degree in International Relations from the University of Brasília, worked in the public service with international cooperation until she fell in love with the world of fashion 13 years ago. The businesswoman explains: “When I started dreaming and making my wedding dress come true, I realized that this new world of lace, needles and threads was already part of me. I feel that it is my mission to be able to dress and create for the essence of each woman and also promote social responsibility by preserving the practice of lace makers, this true art that depends on talented and skilled hands, keeping alive the identity and cultural memory of each region.”

Among Laura Segall's partner associations and groups, Timbaúba dos Bordados stands out in the interior of Rio Grande do Norte, a stronghold of Richelieu embroidery. The artisans of Timbaúba have already embroidered for many celebrities, such as Isis Valverde's wedding dress and stage dresses for Ivete Sangalo and Cláudia Leitte. The embroiderers from this community also adorned the wedding dress and suit for the inauguration of First Lady Janja Lula in 2023 and 2024 and will be responsible for the featured art on the uniforms of the Brazilian Delegation at the opening of the Olympic Games in France, next July.

Laura thus connected with the work of groups and associations of lacemakers and embroiderers, creating a network of artisans collaborating with the brand in five northeastern states: Alagoas, Sergipe, Pernambuco, Paraíba and Rio Grande do Norte. The partnership with these associations ensures fair remuneration for those involved in the production of manual raw materials, which generates a positive impact on around 350 families, helping to generate employment and income.

Located at 215 Sul, the store also offers a “decor” line, with placemats and table setting accessories, and a “lifestyle” line with candles, moisturizers and the brand’s first perfume, “Renascença”. Follow on Instagram @laurasegall