“Velvet has one of the richest histories of any textile because, for centuries, it was not simply a fabric—it was a visible expression of power, ceremony, sensuality, and extraordinary craftsmanship,” says Sandra Jordan, founder of her namesake textile company. Jordan has long led a global enterprise: her design studio is based in Healdsburg, but she travels to Peru to create her sumptuous signature textiles. Now with the debut of her first velvet collection, Jordan brings Italian craftsmanship to her process. Here, she shares the journey of creating of her first Prima Alpaca Velvets with Anh-Minh Le. 

Would you share the origin story of the collection?
Our textiles have always been crafted exclusively in Peru, honoring the birthplace of the fiber. Velvet, however, demands a very specific kind of mill with deep technical mastery and an extraordinary command of weaving structure. To meet this moment, we looked to Europe and found an exceptional partner in Italy.

How long has it been in the works?
It has been nearly three years in the making. It began with a desire to bring something new to Prima Alpaca—something that would respond beautifully to the way we live today, while preserving its softness, sensuality, and quiet elegance. Velvet felt like a natural evolution. By bringing together Prima Alpaca, wool, and silk, we were able to create a non-directional velvet that feels sumptuous yet wonderfully livable, with the durability required for upholstery.

This collection involved your first collaboration with an Italian mill. How did you find the perfect partner?

Italy was naturally the place to begin—Italian velvets have long been recognized throughout the world for their beauty, craftsmanship, and exceptional quality. We were looking for a mill that not only produced extraordinary velvet but also had the expertise and technology to work with us in creating a velvet using Prima Alpaca. From my first visit to this mill, I was struck by the extraordinary level of craftsmanship and precision. The mill has highly sophisticated technology, but behind it is an enormous understanding of velvet—how it should feel, how it should perform, and how beautifully it should reflect light. They understood the level of quality we were determined to achieve.

In what applications do you feel the collection would sing?

It is a fabric that can be both hardworking and extraordinarily elegant. Our velvet is an exceptionally versatile fabric because it combines beauty with performance. At 80,000 double rubs, it is remarkably durable, and ideally suited for upholstery, from sofas and chairs to banquettes and other pieces that need to withstand everyday use.

It is equally beautiful as drapery. The silk in our composition gives the velvet a beautiful fluidity and drape, while also enhancing its subtle luster and the way it responds to light.