Alright – so today we’ve got the honor of introducing you to Maria Salazar. We think you’ll enjoy our conversation, we’ve shared it below.
Maria, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
This journey began about five years ago when I came across one of my life passions: empowering and representing our Colombian women artisans of the Wayuu tribe. About a year ago, I started nurturing my passion for entrepreneurship through these artisans by understanding their traditions.
I decided to advocate for these women because of their lack of resources to do so, but even then, they still do more for their community than people can see or know. This tribe proves there is a lot to learn from them and from people in Colombia. Even though I’m not part of the Wayuu tribe, I admire and respect their heritage. Ten percent of Arawayuu’s profits go back to support the talented Colombian artisan community. These funds will endorse these art makers with the tools and resources needed to preserve their crafting traditions and ancient traditions. I want to raise multicultural awareness in California, which it is already known as a melting pot. I was born and raised in a small town in Colombia, but over the past 10 years, California became that place I’m grateful to also call home. Wherever I go, I want to reinforce my roots and represent my Latin culture, almost like an ambassador. I’m proud to see this reality come true five years ago with Arawayuu.
Maria, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m incredibly proud of the journey Arawayuu has taken over the past five years. As the Founder and Creative Director of Arawayuu, I’ve had the privilege of witnessing our brand transform from its humble beginnings of selling handmade bags to what it is today.
In addition to my role at Arawayuu, I wear another hat as a Bilingual Digital Marketer & Publicist. This has allowed me to not only shape Arawayuu’s evolution but also collaborate with numerous businesses and brands in the technology, lifestyle, and wellness sectors. These collaborations have been invaluable, enriching the Arawayuu story and enhancing our ability to create meaningful connections.
Our pivot to focus on yoga mat straps is not just about selling a product; it’s about offering a solution that aligns with our commitment to wellness and mindfulness. We understand that mental wellness is essential, and it’s not just about what you carry physically, but also what you carry emotionally and mentally. Then, we expanded our reach beyond product offerings to directly engage with our local community. Arawayuu started hosting events aimed at advocating for mental and wellness, fostering a supportive and inclusive environment. One of our successful events was a yoga class held in partnership with Fabletics, emphasizing the importance of physical and mental health in unison.
Additionally, we’ve facilitated networking events like ‘Nourish and Flourish,’ providing a platform for fellow business owners to connect, share experiences, and collaborate for growth. Our commitment to nurturing the local business ecosystem aligns seamlessly with our broader mission of promoting wellness, both individually and collectively. I find immense fulfillment in being able to leverage my skills in communications and media relations to help other businesses and brands succeed. Whether it’s promoting an event or raising brand awareness, it’s truly rewarding to see others achieve their goals.
Throughout this journey, I’ve been fortunate to have the unwavering support of the Arawayuu community, my family, my closest friends, and my partner. They’ve played an instrumental role in our growth, and I wouldn’t be where I am today without their encouragement and support.
One of my proudest moments has been the ability to create a community through our social impact efforts. Seeing our clients feeling empowered to support our artisans and witnessing the positive change we can bring to the world is truly gratifying.
Can you tell us about a time you’ve had to pivot?
In the past five years, Arawayuu has undergone a significant evolution. Initially, we began our journey by crafting and selling handmade bags, leveraging our commitment to quality craftsmanship and unique design. However, as we progressed, we recognized the growing importance of mental and physical wellness in today’s fast-paced world.
However, as we progressed, we began to notice a shift in the needs and interests of our target audience. There was a growing desire for products and experiences that went beyond just material possessions. People were increasingly seeking ways to enhance their overall well-being and build meaningful connections within their community.
This realization led to a significant pivot in our business. We decided to shift our focus from handmade bags to yoga mat straps, a product that not only aligned with the wellness and fitness trends but also symbolized the journey of self-improvement and self-care.
But our transformation didn’t stop at products; it extended into becoming a holistic wellness brand. We started hosting events for our local community that advocated for mental wellness, mindfulness, and personal growth. ‘Nourish and Flourish’ became our platform to bring together local business owners, fostering collaboration and knowledge-sharing.
And now, we’re taking yet another exciting step forward. We’re offering digital guides with affirmations to support the mental well-being of our audience, and we’re gearing up for upcoming retreats specifically designed for female founders. These retreats aim to build a network and support system for women looking to excel in their entrepreneurial journeys.
Our pivot at Arawayuu showcases our adaptability and commitment to not only meeting but exceeding the evolving needs of our community. It’s a testament to our dedication to holistic well-being, community building, and empowering individuals on their paths to personal and professional growth.
We’d love to hear the story of how you built up your social media audience?
Building a strong social media presence for Arawayuu has been an exciting journey, and it all begins with understanding our target audience. We know our audience well and know what their needs and wants are. We know that our Arawayuu Tribe values holistic well-being, craftsmanship, and community.
“Building a strong social media presence for Arawayuu has been an exciting journey, and it all begins with understanding our target audience. Our primary demographic consists of women aged 25 to 35, a group that values holistic well-being, craftsmanship, and community.
To reach and engage this specific audience, we adopted several strategies:
1. Content Relevance: We ensure that our social media content resonates with the interests and lifestyles of our target audience. This includes sharing posts related to wellness, yoga, mindfulness, and handmade craftsmanship.
2. Visual Storytelling: Visual content is incredibly important, especially on platforms like Instagram. We use high-quality imagery that showcases our yoga mat straps in real-life settings, allowing our audience to envision how our products can enhance their daily routines.
3. Consistency: Consistency is key to maintaining an engaged audience. We post regularly and establish a content calendar to ensure a steady stream of relevant content.
4. Authenticity: We believe in authenticity. Sharing our own wellness journeys, customer stories, and behind-the-scenes glimpses into our brand’s evolution helps build trust and relatability with our audience.
5. Engagement: Actively engaging with our audience through comments, direct messages, and responding to inquiries in a timely manner fosters a sense of community and connection.
As advice for those just starting to build a social media presence, I would recommend:
1. Know Your Audience: Understand your target audience’s preferences, interests, and pain points to tailor your content effectively.
2. Consistency is Key: Regular, consistent posting helps keep your audience engaged and aware of your brand.
3. Quality Over Quantity: Focus on creating high-quality content that resonates with your audience rather than flooding your feed with posts.
4. Leverage Analytics: Use social media analytics tools to track what’s working and adjust your strategy accordingly.
5. Stay Authentic: Last but not least, social media is about being social! So be you in any way you can, everyone else is taken! Authenticity is the key to building a loyal following or a “loyal tribe” like we call our community. Your story is really what matters, don’t be afraid to share it aligned with your values genuinely.
Contact Info:
- Website: www.arawayuu.com
- Instagram: https://www.instagram.com/arawayuu/
- Facebook: https://www.facebook.com/Arawayuuu/
- Linkedin: https://www.linkedin.com/company/arawayuu
- Youtube: https://www.youtube.com/channel/UC6ObkzroQ5rSSUYetiFYJpA
- TikTok: https://www.tiktok.com/@arawayuu
Image Credits
Alexis Mtz Photography, @Ozenrique & Odom Media