I grew up watching my mother work in fashion with passion, strength, and elegance. From behind the counter to the fitting rooms, I saw how much care she put into helping people feel confident in what they wear. Without realising it, I was learning, not just about clothing, but about connection, beauty, and purpose.

After finishing my studies, it became clear to me: this path felt like home. And so, together, we began to dream of something new, a space where both our experiences could come together. A space where we could honour everything that brought us here and create something lasting.

In 2024, we opened our first physical store in Madeira. It was the beginning of SAFIRA, a project built on shared vision, love for fashion, and a desire to inspire people to become the best version of themselves.

In 2025, with the support of our amazing customers, we expanded online, taking the heart of SAFIRA beyond the island, but never away from our values: style, sophistication, and ethics.

Every step of this journey has been personal. SAFIRA is our way of sharing a little of that story with you, through carefully chosen pieces that reflect who you are and who you’re becoming.