Interview with Hugo Carro and Pedro Osorio, CEOs of Fisura

1. Fisura understands what works in the gift and original decoration sector. How would you define that unique perspective that makes the brand recognisable?

We believe that what makes Fisura recognisable is our approach to design: products with personality, humour, and attitude, designed to connect emotionally with people.

We don't design with the intention of just making pretty things, but to trigger a reaction. We like our products to raise a smile, spark conversations, or make someone think "this is so me" or "this is perfect for this person". That's what creates the WOW effect we are looking for in each collection.

What's more, our identity is perfectly clear. From the product and packaging to the tone of communication and how we present the collections, everything is part of the same Fisura universe. That’s what makes the brand recognisable and different in a sector where everything often ends up looking too similar.

2. In such a competitive market, what inspires you to create products that are ready to stand out?

We pay very close attention to what’s happening around us. We travel extensively, analyse trends, social media and marketplaces, and stay tuned in to what shops and end consumers are saying.

But beyond trends, we aim to create products with soul and intention. We draw inspiration from everyday humour – those phrases and situations that anyone can relate to. 

We also try to maintain a strongly non‑conformist mindset. If we see something too overdone or generic, we instinctively know that that’s not our path. At Fisura, we always try to give things an original twist, whether through design, messaging, packaging, or the overall product experience.

3. What is Fisura working on now? What lines or innovations are you developing?

Right now, we are working on expanding our product universe. Our goal is to become a brand that is increasingly front of mind for gifting, and we believe that the wider the range of categories we offer, the more likely someone is to find “that Fisura gift” that truly connects with a specific person.

We are developing new lines and categories that stay true to our essence: design with personality, functionality and a real wow factor. We are also continuing to place strong emphasis on packaging and on turning each product into a complete experience.

From a brand perspective, we are working hard to make Fisura more recognisable. We want to be one of the first brands that comes to mind when someone thinks of giving a gift.

And of course, we are continuing to drive our international expansion: growing in new markets, increasing our presence at points of sale and consolidating our position in key strategic markets, especially the United States.

4. Success in the gift sector is often unpredictable. When do you realise that you have come across a product that is going to work?

There is never an exact formula, but we usually feel it when a product combines three things: personality, utility, and the ability to surprise.

Something curious happens sometimes: we present a product internally, and everyone reacts. The laughter begins, the comments, people want to show it off or give it as a gift. That’s usually a sign.

We also pay close attention to how customers respond in the first few weeks: whether it sparks conversation, whether people share it on social media, whether shops understand it quickly… When a product connects emotionally, it's usually noticeable right away.

5. Between what stays the same and what evolves, what stays essential in a gift product, and what has changed for good?

There is one thing that always essential: giving gifts is still a way to connect with others. People still want to surprise, excite, and bring smiles to faces with presents.

What has changed significantly is the sector's speed and the importance of brand personality. Trends are changing faster and faster, and consumers are much more visually exposed than they used to be.

These days, products don't compete solely based on utility or price. They have to compete to attract attention, to convey something, and to have their own identity. We believe that humour, design with character, and products with personality connect with today's consumers more than ever before.

6. Intergift is a crucial meeting point for the sector. What does it mean for Fisura to be present at the fair, and what do they value most about that direct contact?

Intergift has always been a very important fair for us. It is an opportunity for the sector to meet, share feelings, and discover where the market is heading.

Fisura finds it extremely valuable because it enables us to showcase the collections the way we intend: to touch the product, see finishes, packaging, colours, sizes… Some products look good in photos but are much better understood in person.

Added to this, direct contact with clients, stores, and distributors provides us with very valuable information. Listening to their impressions and finding out what surprises them most and what they need helps us continue to evolve as a brand.

7. If you had to sum up the current situation of the gift sector, how would you do it, and in what direction do you think it is evolving?

We believe that the sector is evolving towards far more recognisable brands

with a stronger identity. There is less and less space for generic products, and more value for brands that convey something and connect emotionally with consumers.

Customers look for products that surprise people, have personality, and tell a story. It's not enough to just sell an object: you have to create an experience and a connection with the brand.

We are optimistic about the sector's future because we believe there is still significant potential for brands that focus on creativity, design, and real differentiation. And that is where Fisura feels most comfortable: creating products that stand out from the crowd.