Based at Nicola Donati in Kinnerton Street in Belgravia, Safiro is a luxury womenswear brand inspired by and created for strong, multifaceted women who appreciate sophisticated elegance and luxury. We caught up with founder Yulia Shirokova

You come from a finance background. How and why did you make the transition into fashion?
My passion for fashion ignited at the tender age of 11 in Siberia, where I first learned from my mother's tailor. This passion travelled with me through continents and career changes. At a pivotal moment, after reaching a peak in my consulting career, I faced a decision: pursue an executive MBA or invest in my true passion. A transformative trip to Hawaii convinced me not to delay any longer. Thus, I chose to channel my energies into launching my own fashion brand, Safiro, instead of returning to studying.

Have you always been interested in fashion?
Absolutely. Growing up in Siberia, the long winters limited outdoor activities, so I found solace and excitement indoors with crafts. By the age of 12, I was already combining skills like embroidery, crochet and knitting into sewing, which allowed me to start creating my garments, kindling a lifelong love for fashion design.

Where did you learn the art of tailoring?
My journey in the art of tailoring began with self-taught practices from magazines and invaluable tips from my mother’s tailor. While studying psychology at university, I made clothes for clients to earn money and indulge my passion. Over the years, I've expanded my expertise through numerous courses in London and online, including training under a Japanese school of tailoring, drawn by its inspiration from nature and intricate forms. Now I have a team who professionally craft every aspect of the garment creation, however, having this skillset has been incredibly helpful for me to start the business in an efficient way.

Tell me about Safiro and what makes it so special?
Safiro stands out due to its blend of quality, sustainability and luxury. Our garments are crafted using unique haute couture fabrics sourced from Italy and France, ensuring an unmatched level of elegance and quality. Clients appreciate the sartorial experience we offer together with Nicola Donati in Kinnerton Street — being able to try on designs yet also have the chance to create something bespoke and unique to them. It’s about offering a personalised, luxury experience that caters to their individual needs.

What is the ethos behind the brand?
Safiro is built on the pillars of timeless elegance, craftsmanship and sustainability. The name Safiro comes from the multifaceted sapphire, one of the most precious gemstones in the world. Just like sapphire represents both elegance and strength, the clothes represent the best of both worlds – femininity and power. Our mission is to create unique outfits to empower multifaceted women, with purpose and ambition, grit and grace – whether they are a mum, a businesswoman or someone who is striving to make a world a better place.

We are committed to providing a bespoke experience that allows our clients to express their unique style through high-quality, sustainable fashion using the finest materials from Europe, including cashmere, silk and jacquard. Drawing inspiration from art and nature, each piece is classic yet modern with a feminine edge. Colours blend in harmony, textures bring softness and boldness alike – reminding us of multifaceted women who express their many facets openly like the gemstones do.

How did you come to be in Belgravia at Nicola Donati?
Being a resident in the nearby area since 2010 allowed me a chance to experience this vibrant community. I was introduced to Nicola and Marcos in 2019 by a friend. They were impressed with the craftsmanship and quality of our unique designs from the first sight when I presented to them our cashmere Orchid Jacket. Our partnership was born from a shared commitment to luxury and excellence, and it has been a supportive and wonderful collaboration ever since.

What kind of women wear your brand?
Safiro is designed for accomplished women, whether in business and/or their personal lives, who value comfort, quality and elegant style that transitions seamlessly between seasons and from day to evening. Our clients are often influential women who appreciate clothing that is as functional as it is beautiful, allowing them to express their unique style.

Are you seeing a flight to quality, ie. are people looking more for craftsmanship and investment pieces?
Definitely. Our clients are increasingly conscious of quality and sustainability. They are drawn to Safiro because once they experience the brand, the quality becomes addictive. It's not just about fashion – it’s about investing in pieces that offer longevity and timeless style.

What do you like about Belgravia?
Belgravia has a unique energy that’s both serene and dynamic. It's a place where luxury and community intersect, offering a calm yet vibrant atmosphere that’s perfect for both living and doing business.

Do you feel there’s a sense of community in Belgravia?
Yes, there's a strong sense of community here. I love participating in local events and collaborating with other businesses. For example, last year during the Belgravia Flower Show, we showcased our collection at Michael Charalambous’s Nyumba salon, showcased on Motcomb Street during the Christmas lights switch-on and also hosted a joint event with Samsung Digital at The Berkeley hotel.

This year we held a beautiful event for Valentine’s Day together with Nicoletta Adda from Pinkananas and DiMinno shoes in their beautiful boutique in Sloane Street. It's this collaborative spirit that truly enriches our brand and our connection to the area.

Favorite places in Belgravia?
There are several hidden gems where I love to spend time, especially with clients, at events or between appointments. The Halkin Como hotel afternoon tea and their wonderful events, and for a meet-up or between meetings, I love the cafĂŠ at the Peninsula hotel or dining at local favourites like Motcombs restaurant and Zafferano.

www.safiro.com
Discover on Instagram: @safiro_official