Puella Lu: Passion for craftsmanship and Croatian heritage
Founded in June 2017, Puella Lu is not just a brand; it is the crowning achievement of a long-standing passion for craftsmanship, creative expression, and Croatian heritage. Behind the brand stands Lucija Vučak from Osijek, now supported by an expanded team. Lucija’s creative journey began in childhood, inspired by her tailor grandparents, from whom she learned embroidery at age nine and sewing by fourteen. Her years in folk dance have also profoundly influenced her brand’s motifs, making each sewn piece in Lucija’s collection resonate with the elegance of traditional Croatian costumes. Each Puella Lu piece reflects an independence from trends and seasonal fashion, connecting us instead with traditional techniques and natural, locally-sourced materials.
The Brand’s Beginning – Lucija’s Path into the World of Design
“I’ve loved creating things my whole life—stringing, embroidering, crocheting… from a very young age. When all the girls in first grade were getting dolls or Barbies, my parents gifted me a glue gun,” Lucija recalls. Growing up surrounded by her grandparents’ tailoring traditions directed her toward creative expression. Inspired by the needs and desires of those around her, Lucija gradually began creating for a wider audience beyond herself. This is how Puella Lu was born—a union of hobby and passion into a professional brand that brings unique pieces infused with love and tradition.
The Creative Process – An Intuitive Approach to Design
Lucija’s design approach doesn’t follow conventional rules. “I first shape each piece in my mind. Inspiration often comes from everyday moments—for example, if I feel too warm in a dress, I start thinking about materials and cuts that would be more comfortable. Unlike most designers, I don’t use sketches; I immediately transfer my idea onto fabric and add ruffles or crochet details as I go,” Lucija explains. Only once the piece is finished does Lucija draft a sketch and document the steps for replication, allowing each new Puella Lu piece to emerge through this spontaneous and creative process. Lucija likens her design approach to the story of Gaudi, who would sit and observe Sagrada Familia, adjusting his vision for the roof as construction progressed. “Similarly, I sit in front of my dress and consider what I need to change to make it look just as I envisioned,” she says.
Crocheted and Knitted Bags – Merging Tradition with Modern Needs
A special place in the collection belongs to the knitted and crocheted bags, born from Lucija’s desire for practical yet aesthetically pleasing accessories. Starting with her first bag in 2019, Lucija created a tote with dimensions suited to daily needs. “Initially, I wasn’t sure where to source materials or which ones to use, but I was fortunate to meet a local craftsman in Osijek. He promised to bring me the first tote within a few hours, which he did, and I then added details like lining and straps,” Lucija shares. She determined the bag’s dimensions by laying out all her daily essentials and crafting a paper prototype that would hold them all. From this, the first tote was born, followed by larger bags ideal for summer trips or carrying a laptop. These pieces, shaped by practical needs, maintain authenticity through hand-crafted details and sustainable materials.
Sustainability – The Foundation of Every Creation
Since its begginings, Puella Lu has focused on sustainability. Lucija uses natural materials and produces pieces on-demand to avoid excess inventory. “I try to make use of even the smallest fabric scraps in new projects,” she explains, noting that the popular ethnic jackets were crafted from smaller fabric remnants. By collaborating with local producers, Puella Lu supports small Croatian artisans, aligning with its goals of sustainability and local economic support.
Looking to the Future – Expanding with Authenticity
Puella Lu plans to continue along its current path, responding to the wishes and needs of its clients rather than creating pre-planned collections. “The plan is to keep working according to our clients’ needs, avoiding unnecessary stock while intending to expand the team,” Lucija adds. With a growing client base, Lucija envisions Puella Lu’s future as a widening circle, connecting lovers of unique fashion with a team of dedicated creators.
The Challenges of Entrepreneurship – Balancing Passion with Business
As both an entrepreneur and designer, Lucija juggles numerous roles daily. “I think the common trait among entrepreneurs is that we go to sleep and wake up with our challenges, solving as many as possible throughout the day,” she admits. Her biggest business challenge has been sourcing high-quality, natural materials at accessible prices, but this hasn’t stopped her from providing unique, lasting pieces at reasonable prices. Beyond business challenges, Lucija faces personal obstacles, given that entrepreneurship demands wearing many different hats. “One morning, I’m doing accounting, then designing, delivering, sewing; around noon, I crochet, and during breaks, I’m sourcing materials, boxes, labels, threads, and other supplies,” she says. Though days when roles overlap can be turbulent, Lucija maintains that all of these roles are essential for Puella Lu to thrive, ensuring each product is beautifully crafted, clean, adequately packaged with personalized touches, and delivered on time to its new owner.
Today, Puella Lu is much more than a brand—it is a reflection of love for craftsmanship, heritage, and sustainable practices. With each piece from the Puella Lu studio, Lucija strives to share her creativity and authenticity, making Puella Lu a symbol of modern yet traditionally inspired Croatian fashion.
