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Concha Díaz del Río founded Uno de 50 in 1997 with the aim of creating fashion accessories with a difference: she wanted to break with convention and t use a sense of humour. In 1999, she brought in José Azulay to run the company, who today is both chairman and owner of the brand, and has carved out a niche for this quirky jewellery.

At the Uno de 50 facility in Alcobendas, Madrid, we witnessed the craftsmanship that goes into the work designed by Concha Díaz del Río. Set among resin, chains and pieces of metal, every room bears the designer’s hallmark, right down to the chairman’s office, with its industrial design, brick walls, Uno de 50 display cases and objects from the Madrid flea market.

Concha and José told us about the state of play in a successful, rebellious project, soon to have its own shop in Miami.

How do you turn an original idea into a successful company?
José Azulay: The idea belonged to Concha Díaz del Río with her keen artistic aspirations. She wanted to upend the world of fashion jewellery and strike out in a different direction from the rest of the market. Her endless imagination and inventive capacity brought about this project, which she sees as her contribution to the world of art and creativity. She started out making gifts, but soon discovered that her greatest hits were small items of costume jewellery such as rings, earrings and bracelets.

“We’re stepping up the silver component so the jewellery lasts longer”

Are there still just 50 unique pieces of each design?
J.A.: That’s how we started out, hence the name. But now that we’re opening shops we have to increase output so that most – though not all – items can be sold at all the branches. But we’re still doing everything in our power to keep the brand exclusive, making limited editions, so that nobody turns up at a party and finds someone else with the same ring.
Concha del Río: Back then I thought it was better to make 50 of each design. More would be too much and less not enough. Fifty is a nice round number!

How do you get that aged texture so typical in Uno de 50 designs?
J.A.: We use lot of hypoallergenic metals and silver-plate them to make the jewellery last. It gives them a rustic, but unconventional look. Now we’re using 15% silver, but the idea is to step up the percentage to make the pieces last longer. We’ve gradually added more colour and resin, as well as new lines, which range from key rings to lamps and bags. The latest additions are a range of watches and belts. Concha has endless imagination and she’s always creating and inventing things.
C.D.: We don’t intend to introduce any new materials at the moment, although the design team is thinking of new ideas, all of them brilliant. Then there are our favourites, like the typical brand alloy and, of course, leather, which have still got plenty of life in them yet.

Where does Uno de 50 get its inspiration?
C.D.: From thousands of strange objects I find in the street. I can’t think of just one because they all help create new ideas.