In this photo — one of those quiet moments in our workshop when a new creation is being born. Vira, Mureli’s designer and artist, is working on a new product — surrounded by sketches, leather samples, and digital mockups. Her desk is at once a creative lab, an artist’s studio, and a place of precise craftsmanship.

Vira is a professional artist who joined our team in 2024. At first, she worked remotely, but soon she moved closer to our workshop and now works here daily, right in the heart of our creative process. She lives nearby with her beloved dog — a loyal companion who brings warmth and comfort to her everyday life. The two are inseparable, often seen walking through the hills of Zakarpattia, gathering inspiration from nature.

The landscape of Zakarpattia, where our workshop is located, has become a true source of inspiration for Vira. She is especially moved by the mountain fogs, the sunrises over the ridges, the soft forest light. These impressions often come through in her color choices, textures, and the overall mood of her creations.

At the same time, Vira is originally from Dnipro — a major industrial city that, unfortunately, now frequently suffers from missile and drone attacks. This reality deeply influences her work. Her creativity is not an escape, but rather a quiet and dignified form of resistance: she chooses to create beauty despite the pain.

Since becoming part of our team, Vira has taken the lead in developing new collections — especially those tailored for artists: organizers for brushes, sketchbooks, pencil cases, and accessories for working with craft paper. Vira doesn’t just see shapes — she envisions the person using the product and designs something that becomes an extension of their tools.

This photo shows a leather notebook organizer from the new collection, which Vira is already testing.

But her work isn’t limited to new ideas. Vira also focuses on refreshing and enhancing our existing products — transforming familiar models into more refined, practical, and beautiful versions. Her artistic vision can be seen in every detail — from color accents to subtle structural improvements.

Today, she’s also creating professional product catalogs for our future distributors. This is part of our broader strategy: to build a sales department that works with wholesale partners. Visual presentations, layout logic, styling — it all goes through Vira’s hands.

In addition, she designs mockups for custom orders: personalized gifts, branded items, and more. Vira works closely with our Technologist, Constructor, Marketer, and Photographer — forming a cross-functional team that delivers not just products, but complete solutions.

By the way, if you’re interested in creating something custom — we’ve got you covered. Need a personalized book cover? Or a complex leather bag based on your design? We accept custom orders and are always excited to bring your ideas to life through our craftsmanship and materials.

So how does Vira manage all of this? Her superpower lies in organization and synergy. The highly structured processes at our workshop give her the space to focus on creativity, while modern tools — including AI — help speed up routine tasks. But most importantly, we use AI to amplify human talent, never to replace it. That’s why our products still carry a soul.

Before Vira joined, I — the founder of Mureli — personally developed the product range in collaboration with our craftsmen. That was an important chapter in our story. But the level of the collections we've been releasing since 2024 is on a whole new level. And for that, we owe a great deal to Vira.