Born in Posadas, Misiones, Ramiro Rovira (28) is emerging as a benchmark of a new business generation. With a solid academic background in business forged in Argentina and an international postgraduate degree in leadership from the University of California, he set out to integrate technology into an ecosystem of new communication, visibility, and style strategies. The perfect combination to achieve success in the digital age.
Ramiro Rovira, a young Generation Z entrepreneur, quickly consolidated his position among Argentine business figures. His training in accounting, business, and leadership, combined with his strategic vision and personal style, led him swiftly to the next level.
From the beginning, he focused on the transformative impact of new technologies on the business landscape and incorporated Artificial Intelligence (AI) into the business structure, integrating cutting-edge technology into the very foundations of corporate operations, with a focus on fashion. With products designed to highlight the best of national, artisanal identity, based on premium raw materials, he managed to stand out from the rest.
A comprehensive academic background—including international training in the United States, New Zealand, and Argentina—positions him as a professional with a global perspective and a constant pursuit of being at the forefront.
Artificial Intelligence as a Strategic Factor
What is revealing about this new entrepreneur is that his conception of technology goes beyond AI as a mere tool. Rovira sees it as a strategic factor to boost efficiency and business process evolution.
This optimization mindset also extends to information management. Rovira emphasizes the importance of obtaining “hard data, numerical and factual factors” to feed technologies, especially AI. Because through exhaustive data collection, and its use to fuel industry processes, better decisions can be made.
In other words, he understands the key role this plays in facilitating decision-making.
He also points out that he uses AI to open efficient communication channels—both with clients and with his team. This shows that his way of working is constant adaptation to the most agile professional practices.
“AI makes the immediacy of transformations possible, and that is fascinating. It brings closer the shores between someone who does not have specific technical knowledge but does have business vision and original ideas. That is what we apply all the time. And of course, we surround ourselves with the best to make the most of these new technologies,” reinforces Ramiro Rovira.
Among the repertoire of tools based on machine learning, he highlights the value of platforms sometimes underutilized, such as Pinterest, and lesser-known Google tools that “provide an almost 100% customizable workspace to adapt to different businesses”, demonstrating his practical knowledge of technological solutions that optimize productivity and raise work quality.
Although he has different Business Units under the Dignos brand umbrella, he prioritizes material quality, finishes, and a style that sets the pace for demanding clients. In turbulent times, he is not afraid to call his products transnational, nor to open new markets, wherever his style takes him.
His way of managing teams shows a striking parallel: his strategy is not only about the product, but also about focusing attention on the intangible value and recognition of the brand.
Regarding people, he aspires for the company’s vision to be fully shared, far beyond a role within a company, since each individual is a fundamental link in a purpose: “Above all, that everyone can contribute—this purpose is present every day, in every step,” says Rovira with conviction.
A Brand Associated with Style and Exclusivity
The compass that guides every step of his brand is accessible luxury. That is, the conviction to conceive each of his products—whether sunglasses, ski goggles, apparel, perfume, footwear, or jewelry—according to an association of style with the collective imagination, particularly through the link with influential figures in music from the present and from all times.
Rovira’s business connects with an entire generation: artists such as Ca7riel and Paco Amoroso have already chosen his sunglasses on several occasions, wearing two different models in music videos. Like any brand with headquarters in the heart of fashion, Palermo Soho, Dignos is the opposite of the fast fashion consumption model, which prioritizes corporate profitability and quickly riding transient aesthetics.
Instead, it aligns with a more enduring trend, prioritizing material quality and finishes, with impeccable results, generating products made with both the most careful artisanal techniques and the most advanced technological resources, applied effectively, precisely, and with the best technology.
Conceived with the help of artificial intelligence and state-of-the-art machinery, they add human hands to assemble parts or fuse different materials.
At the same time, Dignos leverages the power of influencer marketing and digital strategy to build its reputation. Not only through musicians or famous figures, but also influencers in the fashion and style niche who choose the brand. This shows that the brand understands how cultural references enhance visibility and the intangible value of the brand.
A Perfect Combination of Innovative Design and Artisanal Finishes
Founded in Buenos Aires in 2020, Dignos set out from the beginning to redefine Argentine fashion and luxury.
The brand is distinguished by offering innovative design products with artisanal finishes.
Its philosophy is centered on limited production batches, underlining its exclusive character and its commitment to consumer authenticity, challenging established trends.
With a style that fuses classic and avant-garde elements and an urban aesthetic, Dignos began its path with the sale of sunglasses, soon expanding into apparel and perfumes.
Its first collections were inspired by New York fashion trends, with a particular emphasis on the selection of high-quality acetate, such as Mazzucchelli.
The brand evolved from its beginnings in an apartment, through a showroom, to now having a physical store in Palermo Soho, Buenos Aires, offering a unique brand experience. In addition, it has an online store to access products from various countries.
Business Units of Dignos
Sunglasses
The eyewear line is the origin of Dignos and a fundamental pillar of the brand, with collections such as CLASSICS, SIGNATURE, and LUXURY.
Apparel
As part of its expansion, Dignos has developed an apparel line that includes sweatshirts, sweaters, shirts, jackets, pants, t-shirts, and shorts. This business unit adheres to the central philosophy of the brand, prioritizing material quality, finishes, and a distinctive style framed within the urban aesthetic of Dignos. Each garment is designed to satisfy demanding clients who value design, durability, and exclusivity.
Accessories
The range of accessories complements the main lines with products such as caps and hats, footwear, socks, and belts. As with its other units, the brand maintains a strict focus on quality components and artisanal production. These elements are designed to complete the client’s style, adding details that reinforce the identity and disruptive, innovative positioning of the brand in the market.
Perfumes
Dignos also competes in the perfume segment, offering a complete and diversified product ecosystem. This venture into perfumery reflects the ambition of Dignos to transcend traditional fashion and luxury categories, seeking new forms of expression and sensory experience that connect with its philosophy of exclusivity and avant-garde style.
Jewelry
Rings are the highlight of this business unit, especially valued by the brand’s clients and fans. The assembly of each piece shows an impressive level of detail, once again demonstrating a continuous commitment to expanding its luxury offering. This line, like the rest of the products, is aligned with the brand’s promise of offering design, quality, and a style that challenges established trends.
Dignos Expands to the World
In this way, Ramiro Rovira personifies the ability to effectively integrate business vision with innovation, thanks to his inherent curiosity, youthful perspective, and solid business knowledge. This same outlook drives him to have a company as diverse as it is globalized and in constant evolution.
As a novelty, the young entrepreneur shares his imminent entry into the global business environment, which will allow him to bring new style trends and optimize operations for the expansion of each of his business units into more countries.