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Braggao's pieces have captured the attention of regional Mexican figures such as Christian Nodal and Peso Pluma. Its large gothic-inspired pieces have generated interest that has allowed the Mexican jewelry house to resonate in a segment that few national brands have managed to enter: the luxury market, where it wants to position itself with a distinctive maximalist style that departs from classic jewelry design. Founded in 2017 with the sale of generic jewelry online, Braggao made a 180-degree turn towards customization a year later. This shift marked an important milestone in its business model and laid the groundwork for its foray into the high-value segment. "We want to cause a differentiating factor. We are not targeting classic luxury, but the new, where music icons, such as Nodal or Peso Pluma, are disruptors," says Antonio Garcia, director and founder of Braggao. "We target the 'nouveau riche,' those people who have struggled from the bottom and now want to have something awesome," he adds. With the Resurrection collection, Braggao debuted in the high jewelry arena, competing with giants such as Cartier, Bvlgari or Tiffany. The inaugural piece of...