Creator Profile: Cristina Escudero, Founder of Now or Never - Spain


Hi Cristina! Tell us a little bit about yourself. 
I’m a 34-year-old graphic designer from Palma de Mallorca (Spain). I decided to leave my day job to fully dedicate my time to my jewelry design project called Now or Never. I love art and culture, fashion, books, films and music. I’m definitely very curious about everything, especially if it’s unconventional, genuine and creative.

Now or Never (NON) obviously has a pretty self-explanatory name but can you tell us why you chose it? 
I like how it sounds and its meaning is very powerful and positive, two adjectives that I seek to associate with my brand. Both the phrase “now or never” and my brand have helped me move forward and overcome fears and mental barriers, so I thought it was great that the brand and the phrase were the same thing.

Your pieces are colorful, kitschy and eye-catching. What's your design process like? 
I’m always making random little drawings and notes of my ideas at any time. As a result of selecting some of this annotations, I make detailed drawings of the designs and then redraw them precisely on the computer. After this, I test them on paper as accurately as possible before sending the designs to be cut to the factory.

In an interview with La Vanguardia, you described the NON girl as "creative, restless, intellectual and with a personality." It's great to see so many women with unique styles on the NON Instagram. What have been some memorable interactions you've had with them? 
Creating bonds with strong, creative and genuine women is one of my favorite parts of my job! Some of these women are YouTuber and activist Amarna Miller, multidisciplinary artist Lyona Ivanova, illustrator Moderna de Pueblo and singer-songwriter Anni B Sweet. They all perfectly represent what I want Now or Never to be.


Your site also includes a magazine section where you have interviews with awesome women. Why was this an important part of the NON brand? 
For me, it’s important to have as a reference and inspiration some real awesome women, to feel hopeful and have positive energy. Honestly, that hope and inspiration is not given to me and girls like me by politics, religion or TV so we have to look for our own references.

Who are some of the women that inspire your creative process? 
The truth is that my design inspiration comes from very different places and not necessarily from other women, but I love women like Iris Apfel, Vivienne Westwood, Frida Kahlo, Barbara Kruger, Nina Simone, and much more.

What are some of your favorite places in Palma de Mallorca?

-       Rata Corner Book Shop
-       Amen Concept Store
-       Sa Juguetería Bar
-       Bar Moncadas (Churros & hot chocolate)
-       Raimundo Burger
-       QuebabGo
-       Maricastaña
-       Outside the city: Any solitary place with rocks and turquoise waters to take a swim.


Find Cristina at:

Interview by Eva Recinos - a freelance writer based in Los Angeles. Her writing on art and culture has appeared in The Guardian, LA Weekly, LA Magazine, Jezebel, Bitch, Hyperallergic and more. Her memoir writing and personal essays have appeared in Refinery29, Marie Claire, Catapult and more. She is less than five feet tall.