In this exclusive interview with L’Officiel Monaco, founders Anne Garipalli and Betina Afonso share the vision behind Self-Adore — a luxury swimwear and resortwear label redefining craftsmanship, ethics, and confidence through handcrafted design and purpose-driven production.
by L’Officiel Monaco
Self-Adore was founded by two women who didn’t come from a traditional fashion background. How did your previous careers in sales, retail, and psychology shape the way you approached building a fashion brand?
Not coming from a traditional fashion background shaped everything about how we built Self-Adore. Our experience in sales, retail, and psychology taught us how people actually make decisions, what builds trust, what creates loyalty, and what makes a product genuinely deliver on its promise.
At the same time, the limited fashion exposure we did have became an unexpected catalyst. Seeing firsthand where parts of the industry fell short, from how people were treated to how standards were upheld, made it clear to us what we didn’t want to replicate. Those experiences became the fuel behind Self-Adore and solidified our commitment to building a brand rooted in integrity, respect, and consistency.
Rather than following inherited fashion norms, we questioned them. We approached the brand the way we approached any successful business, by understanding the customer deeply, building strong systems, and refusing to accept industry standard when it didn’t make sense. That perspective allowed us to prioritise integrity, consistency, and people, from artisans to customers, and to build a brand that balances creativity with structure.
You often speak about how clothing can instantly change a woman’s energy and confidence. Was there a defining personal moment that made you realise fashion could be that powerful?
You often speak about how clothing can instantly change a woman’s energy and confidence. Was there a defining personal moment that made you realise fashion could be that powerful?It wasn’t a single moment, but something we witnessed repeatedly over years in retail. We saw how the right piece could shift the way someone stood, spoke, and carried themselves almost instantly. It wasn’t about trends or labels, it was about how they felt in their body.
That understanding became foundational for us. Clothing has the ability to change posture, presence, and self-perception. Self-Adore was built around creating pieces that support that shift, designs that help the wearer feel confident, grounded, and fully themselves the moment they put them on.
Hand-beading is at the heart of Self-Adore. Can you walk us through the craftsmanship process and explain why working with specialised artisans in India was essential to the brand’s identity?
Hand-beading requires a level of skill, patience, and precision that can’t be rushed or replicated at scale without expertise. From the beginning, we knew that if we were going to do this properly, we needed to work with artisans who had dedicated their lives to the craft.
India was essential to our identity because of the depth of craftsmanship found there. We spent months developing our techniques alongside our artisans, refining bead placement, movement, tension, and overall structure. Today, our artisans work exclusively on Self-Adore pieces, which allows us to maintain consistency, quality, and an unmistakable finish across every design.
Each piece is the result of multiple artisans working together, often simultaneously. That level of collaboration and intention is what gives our designs their depth and longevity.
What were the most difficult lessons you learned while growing Self-Adore internationally?
One of the most difficult lessons was learning how to grow without compromising our values. Scaling a handcrafted brand creates pressure, faster timelines, higher volumes, and more partners, and it requires discipline to protect what matters.
We also learned the importance of clarity. Working across countries, cultures, and time zones means expectations must be clear, communication must be respectful, and relationships must be built on trust. Growth taught us that longevity doesn’t come from speed, but from alignment.
As female founders leading a global brand, what leadership values guide your decisions, both internally with your team and externally with partners and factories?
Integrity is at the centre of how we lead. Leadership, to us, means creating environments where people feel respected, supported, and genuinely valued, the opposite of what we witnessed early on in our fashion experience.
We also lead with accountability and curiosity. We don’t pretend to have all the answers. Instead, we listen, learn, and make decisions with intention. Externally, that means working only with partners who share our values and walking away from relationships that don’t align, even when it’s difficult.
Your collections are known for bold silhouettes and intricate details. How do you approach design to ensure each piece feels empowering rather than intimidating?
Empowerment begins with wearability. We design with the body in mind, how a piece moves, how it sits, and how it feels when worn. Intricate detailing should enhance confidence, not overwhelm it.
A key part of that process is how we engineer the garments. We developed our patterns using technology that allows the weight of the broken glass beads to be distributed evenly across the body, so when the piece is worn, the weight of the embellishment isn’t felt. That balance is essential. The garment should feel considered and comfortable, not heavy or restrictive.
We focus on strong silhouettes, thoughtful bead placement, and proportion. Every design choice is intentional, ensuring the piece feels expressive yet effortless. When worn, the goal is immediate confidence, not something that needs to be figured out.
With backgrounds spanning Europe, North America, and global travel, how do different cultures influence the brand’s aesthetic and business philosophy?
Our global backgrounds naturally influence both our design language and how we run the business. Exposure to different cultures showed us how confidence is expressed in many ways, yet the desire for quality, respect, and integrity is universal.
Aesthetically, this results in designs that are refined yet bold, versatile yet distinctive. From a business perspective, global experience reinforced our commitment to ethical practices, transparency, and long-term relationships across our supply chain. No matter the market, our standards remain the same.
What is next for Self-Adore creatively and strategically, and how do you see the brand evolving in the next few years?
What is next for Self-Adore creatively and strategically, and how do you see the brand evolving in the next few years?Creatively, we are continuing to build across swim, resortwear, and ready to wear, while thoughtfully expanding each category. Every new design remains rooted in craftsmanship and intentional design, and every extension meets the same standards we set from the beginning, quality, consistency, and confidence-driven silhouettes.
Strategically, our focus is sustainable global growth. That means deepening relationships with aligned partners, strengthening our presence in key international markets, and maintaining a stocked model that allows customers to access handcrafted pieces without long wait times.
As Self-Adore evolves, our mission remains unchanged. To redefine accessible luxury by raising standards across craftsmanship, ethics, and leadership. We are building a brand designed to last, in how it is worn and in what it stands for.