How to Grow a Craft Brand in 5 Months — The Honest Journey of Flor de Lis

We recently discovered a rising star in Madeira’s creative scene — Flor de Lis, a craft brand that has captured hearts and attention in just five months.

How, you ask?Here’s an honest and heartfelt interview with its founder, Lisandra Pereira  , who shares the story behind her unexpected journey, the magic of Jesmonite, and what it really takes to build something meaningful from the ground up.

When was your brand created, and how did it all begin?

The brand was officially created in January, but I actually started working with the material in August of last year. So yes, it’s still very recent.

My name is Lisandra — that’s where Flor de Lis comes from. And since I was a little girl, my mother always called me flor de lis. It felt like the perfect name, a sweet tribute to her and to that part of my childhood.

How did you discover Jesmonite and why did you choose it?

What drew me to Jesmonite was the fact that it’s water-based — I don’t have to wear a mask when I work. That was the first thing that really caught my attention. After I tried it, I was hooked. I didn’t want to stop.

So you already had an artistic background before this project?

Yes, I come from the arts. But I only started working with Jesmonite in January. Before that, I wasn’t creating even as a hobby — I was working in accounting.

Was Flor de Lis created specifically because of this material?

Exactly. The company already existed — but it was an accounting business. Flor de Lis as a brand came to life because of Jesmonite. It all started with the material. That’s what inspired me to create something completely new. I worked with polyester resin, and even with stone — carving it and creating small figures. Polyester resin isn’t necessarily harder to work with, but it’s much more demanding. You need to wear a mask and take all sorts of precautions.

Let’s talk a bit about your background. You’re from Madeira, right?

Yes, I’m from Madeira. When I was 18, I went to live in the United States for three months. After I came back, I did a legal studies course. But by the time I finished, it was too late to enroll in university that year — so I moved to London for a year.

I came back to Madeira, entered university, and studied Arts here. After finishing my degree, I started opening several shops on the island and building teams. It was a great experience.

Were you already working with design at that time?

Design was always there — as a hobby. I wasn’t doing it professionally for a while, but I never really let go of it. It was always something I came back to. And then, last year, it came back for good.

Your brand has only been around for five months, but you’re already quite well known here in Madeira. What do you think is the secret to your success?

I think the secret is staying true to my own taste — to what I like and what feels right to me. In the beginning, I spent several months just getting to know the material, figuring out how it reacts, how it works.

At first, everything has to be carefully measured. But once you understand it better, you can start to work more freely.

And social media — has that played a role in your growth?

Definitely. I didn’t have social media before. I created accounts, and now I have lots and lots of followers. I do believe that today, social media is a huge tool — a real boost for any business. But of course, it only works if there’s good work behind it. That has to come first.

You seem to be very detail-oriented in your work. Would you say you’re a perfectionist?

Yes, I’m definitely a perfectionist. When I started creating pieces, my focus was to understand what the material could truly offer — to see the best it could give. The thing is, there aren’t many courses available, especially here in Madeira. There’s no in-person training for this material, and what exists online is very basic.

So I had to get hands-on. I started experimenting, practicing, failing, breaking things, sanding, reworking… and only then did I start to understand what Jesmonite really is, what its potential is.

How do you keep your work so personal and unique?

I want people to feel when they receive one of my pieces. That’s what has made a difference.

And for me, it’s not just about the object itself — it’s about the entire experience. The wrapping, the unboxing, the surprise. I want people to feel it with all five senses. I want it to be more than just a piece — I want it to be a moment.

Do you sell your pieces? How can people buy them?

Yes, I do. Right now I sell online and also have a few physical selling points.

I don’t sell just anywhere, though. I’ve had more invitations, but I politely declined. I need to feel a connection with the place — and my work needs to make sense in that space. That’s very important to me.

Do you plan to open your own shop in the future?

At the moment, no — that’s not my goal. I actually prefer to have my pieces in different places that I connect with, rather than tying myself to a single shop. A store comes with a lot of responsibility. If I had one, I’d feel the need to be there all the time, and I know myself — I’d want to be present. That would restrict me.

I’d rather collaborate with several spaces, meet different people, and create unique collections for different locations than be confined to just one physical space.

Do you have an online shop? Etsy or something like that? Where can people buy your work online?

No, I don’t have Etsy. Right now, I only use Instagram. I’m currently building a website, but it’s taking some time because… well, I’m doing everything myself! I’m the accountant, the maker, the one building the site — so it’ll take a little while. Maybe one or two more months. But yes, I definitely want to have a proper website.

Storytelling seems to be important to you. Do you have any special stories that stayed with you?

Yes, actually — one very recent story really touched me.

A lady placed an order, and as I always do, I asked for the name of the person who would be receiving the piece, so I could personalize it. She gave me the name, and when I saw it, I was surprised — the piece was meant for someone quite important here on the island.

I sent the piece, and then, on Monday, I got a call from that person’s assistant. She asked for my address, because they wanted to send me a thank-you card. And they also said they were preparing a video for social media to talk about my work.

That was one of those moments you don’t forget. So simple, but so meaningful.

Have there been other moments like that?

Yes — there have been clients, or actually people who weren’t direct clients but received a piece as a gift, who then contacted me, completely amazed. Many of them had never even heard of Jesmonite before.

Sometimes I’m present in shops that carry my work, and I hear people say things like, “Wow, this is fantastic!” or “I’m not an artist, but did you really make this by hand?” They’re often surprised by the feel of the material and how it’s made. There’s a kind of wonder in those moments that I really love.

What is Jesmonite?

Jesmonite is a water-based composite material first developed in the UK in 1984. It consists of a reactive mineral base combined with an acrylic resin. Known for its strength, durability, and versatility, Jesmonite has become a popular eco-friendly alternative to traditional materials like concrete, plaster, and solvent-based resins.

It’s lightweight, non-toxic, and easy to work with — qualities that make it ideal for sculptors, designers, and artists around the world. Today, Jesmonite is used in everything from architectural elements to handcrafted decorative pieces, offering a smooth, stone-like finish that can be endlessly customized.

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