About Us

Rey de Flor was born from a deeply personal vision, one rooted in nature and the power of creation. Inspired by the designer’s father, Solomon, a visionary who believed in building something out of pure creativity, Rey de Flor is more than a brand, it is a manifestation of emotion and spirit. Each piece is guided by feeling and the desire to turn what exists in the imagination into something tangible.

Our team is spearheaded by our founder and Creative Director, Jonathan, who has honed his expertise at renowned fashion houses like Roberto Cavalli, Valentino, and Etro over the course of 30 years. This legacy of craftsmanship and design excellence is reflected in every Rey de Flor piece, bringing together high fashion mastery with a deeply personal, artistic soul. The essence of Rey de Flor lies in its modern elegance, quality, and a touch of seduction.

With collections influenced by emotional states and the beauty of natural forms, the designs are meant to connect on a sensory level. Raised in the desert and profoundly connected to the natural world, the designer chose the name “Rey de Flor” to reflect that bond. “Rey” — meaning king — and “Flor” — flower — represent not only the power of nature, but also the divine craftsmanship behind it. All pieces are handmade by skilled artisans, using sustainably sourced materials from eco-conscious partners. The goal is simple yet powerful: to offer exceptional quality at a fair price, challenging the fashion industry’s inflated standards. Designed for empowered individuals, the jet setters, the lovers of uniqueness, the champions of craftsmanship. Rey de Flor is for those who appreciate pieces made with time, intention, and soul. When you carry one of our bags, we want you to feel confident, excited, and connected to the care and energy poured into every stitch. Because for us, fashion isn’t just worn, it’s felt.