Reflex was born on a summer afternoon in Sunny Beach, when two sisters — Anna and Vera Dimitrova — sat on a terrace overlooking the sea and asked each other a simple question: why is it so hard to find summer pieces that feel as good as they look? Anna, the older sister, had spent years working in fashion buying across Europe. Vera had built a career in jewellery design, moving between Sofia, Athens, and Milan. Together they had the knowledge, the taste, and the restlessness to build something of their own. Reflex was that something.

What makes Reflex different is the sisterhood at its core. Anna and Vera don't just share a brand — they share a way of seeing the world. They believe in slow summers and fast friendships. In natural materials and honest craft. In buying less and wearing more. In gold that tans with you and hats that survive every season. Every piece in the Reflex edit passes through both of them — their eye, their hands, their standard. If it doesn't feel right to both sisters, it doesn't become Reflex.