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HER STORY

I have always dreamed of creating a clothing brand that felt unique, timeless and feminine. From a young age, I was drawn to soft but bold colour palettes, beautiful unique fabrics and classic details, developing a deep appreciation for classic design and effortless elegance.

After graduating with a National Diploma in Fashion Design from the Durban University of Technology, I spent five years at an international surfwear brand, heading its ladieswear division. It taught me so much about design, fit and production, and gave me the confidence to create something of my own.

Trusting my creative intuition, I took the leap in 2017 and launched Lucia, and in 2018 I left the corporate world to focus on it full-time. I’m inspired by travel, especially Italy, where my heritage lies, and by the colour and warmth of South Africa.

Every collection is designed by me and made in small batches here in Durban, using exclusive European fabrics, so each piece is created to be worn, loved and treasured for years to come.

Lucia is pronounced loo-CHEE-ah.

Fashion was always where I felt most at home. Drawn to creativity, beautiful fabrics and thoughtful design from an early age, I knew I wanted to build a career within the industry and, ultimately, create a brand of my own.

After graduating from the Durban University of Technology with a National Diploma in Fashion Design, I joined an international surfwear brand, where I spent five years developing commercially successful collections and leading the ladieswear division. During this time, I gained invaluable experience across all aspects of the industry, from product development and sourcing to understanding what women truly want to wear, and what makes them feel beautiful.

Travel remains one of my greatest sources of inspiration, with Italy holding a particularly special place in my heart. Deeply connected to my Italian heritage, I’m continually inspired by the country’s appreciation for quality, craftsmanship, femininity and effortless style. Combined with the vibrancy and beauty of South Africa, these influences have become the foundation of the Lucia aesthetic.

Whether I’m wandering through the cobbled streets of Italy, exploring the energy of New York, discovering London’s effortlessly stylish neighbourhoods or immersing myself in Japan’s refined sense of design, I’m constantly inspired by the colours, textures, architecture and lifestyle that shape the collections I create.

In 2018, I left the corporate world to focus on Lucia full-time. It was a leap of faith that allowed me to create a brand rooted in timeless femininity, thoughtful design and exceptional quality.

Today, Lucia is proudly designed and produced in South Africa, in partnership with a talented team of locals. Every collection is manufactured in Durban in limited quantities, using carefully selected fabrics sourced from some of Europe’s leading textile suppliers. By combining premium European fabrics with local craftsmanship, I create pieces that celebrate both my heritage and quality, conscious production.

As Lucia continues to grow, I remain committed to producing in limited quantities. While collection sizes have increased over the years, exclusivity remains at the heart of the brand. Each collection is intentionally produced in small batches, allowing women to invest in pieces that feel special, unique and considered, rather than mass produced.

It’s this balance of quality, craftsmanship and exclusivity that continues to define the Lucia experience. Many of the styles in each collection are named after women, places and moments that have inspired me throughout my journey, making every piece a small part of the story behind the brand.

Over the years, I’ve heard every version. The most common is Loo‑See‑Ahh, and honestly, that makes sense, as it’s how most people naturally read it. But the correct Italian pronunciation, and the way it was always intended, is Loo‑Chee‑Ahh.

WHAT OUR CUSTOMERS SAY

I love hearing from you! If you haven’t already, I’d be so grateful if you shared your review.

Let customers speak for us

from 104 reviews
Kelly Dress - Lemoncello

Just love this dress, makes me feel lovely. Thank you ladies

Patricia Short
Lucia Dress | Capri Citrus
Perfect for Summer

Just as stunning as the Winter Lucia dress, but perfect for Summer! Fun, bright and beautiful, this dress is a winner

Bron Mc
Lucia Dress | Amalfi Bloom
LOVE!

I love everything about this dress! The fabric the pattern and the fit is just perfection! This is my second dress in this style and I am such a huge fan! I was beyond happy when I saw that this dress was made in the Amalfi Bloom print! And it did not disappoint, it is even more beautiful in person 💛

Suné Mey
London Short Sleeve Top | Baby Yellow
So so pretty!

I just adore the colour of this top and the pretty feminine frill detailing is just everything and more! Forever a Lucia fan! You can never go wrong with any of their pieces. Such beautiful high quality pieces 🤍

Suné Mey
Kelly Dress | Secret Garden
Most probably one of my favourite dresses - beautiful

Most probably one of my favourite dresses - beautiful, comfortable and the pattern is absolutely gorgeous!

Keziah Panagiotopoulos
Lucia Dress | Amalfi Bloom
Beautiful dress

Beautiful dress, just a little too big as a small. Please consider bringing out an XS.

Megan Nicholson
Lucia Dress | Capri Citrus
The best experience and dress

What a beautiful dress! Absolutely love it! The fabric is soft and excellent quality.
Thank you Lucia for going out of your way to make the whole shopping experience special with the dress being delivered in the most gorgeous tote bag and with a lovely scrunchie.
I would definitely recommend your shop and will be buying more 🥰

Bridget Griffin
Kelly Dress | Capri Citrus
Outstanding!!

Outstanding!! You've outdone yourself once again. Thank you for my gorgeous dress ♡ Such a beautiful style and the print is to die for. So unbelievably happy! 😍 15/10!

Megan
Kelly Dress | Limoncello Spritz
Magnificent dress!!

Lucia has the most beautiful clothing and she not only offers the most magnificent patterns and colours in terms of fabric, but the garments are so incredibly well made 🩷 I ordered the Kelly dress from the new spring collection and it is so comfortable to wear, and I received so many compliments when wearing it 🥰 I can’t wait to order my next piece 🩷 It is also a local brand which is so special and important to support! The garments are made in small batches which makes them even more special and exclusive 🌸 Thank you so much, Lucia! Xxx

Kali Welch
Kelly Dress | Amalfi Bloom
Stunningly Vibrant Without Being Over The Top

Such a stunning, vibrant summer dress and fabulous quality. Cannot wait to start wearing it.

Zahnri Louw
Kelly Dress | Isola Sun
Wow wow wow!

Girl, like WOW! Is this not THE MOST BEAUTIFUL, well-made and comfortable dress I have ever owned?! 😭 I literally just received it and put it on and, seriously, I mean it when I say I want to sell all my other dresses just to have your stuff in my cupboard!

The way it’s made feels like a formal dress, in the sense that it sits so perfectly on the body and hugs all the right areas. It’s SO flattering and just feels incredibly well made and comfortable at the same time.

Well done! 💕

Shannon
Erin Dress | Ocean Muse
In love

The dress fits like a dream! So flattering and the colours have stolen my heart. Thank you so so much!!

Megan
Rio Set | Amalfi Bloom
The perfect set

This set is gorgeous! The fabric is beautiful and soft and it fits me perfectly!

Lauren Hoyer
Lucia Dress | Ocean Bloom
Beautiful, vibrant colours

This is my second print in the same dress style. I love the vibrant colours and the easy, feminine fit.

Bron Mc
Luna Set | Black
I don’t want to take this set off!! So comfy

I don’t want to take this set off!! So comfy, so pretty.

Kelly