The Edge
Fashion for a Cause Now more than ever, small businesses are struggling through the COVID-19 Pandemic. However, these standout Indigenous womenowned fashion businesses are not only thriving and surviving during the Pandemic, but they're continuing to contribute to the community through the chaos. We interview four Indigenous female business owners about their companies, how they continue to incorporate their culture into products, their contributions to various causes in their communities, and how they’re surviving in the Pandemic.
Founder Emilce Paez
BY KELLY HOLMES
ELLA
Alpaca hats
Twenty-eight-year-old Emilce Paez is the founder of ELLA Totes. This company works with Indigenous women from Peru to create beautiful, high-quality tote bags to improve their quality of life through jobs, skills, and adequate housing. Proceeds of every bag sold go towards hand-picked charities that focus on developing entrepreneurial skills to solidify their business plans, independence, and personal empowerment. ELLA'S humble beginnings started in 2014 after Paez visited Peru, where she saw women selling their beautifully crafted designs for less than three dollars to provide for their families. Through ELLA, Latin American craftswomen create organic, eco-friendly bags and accessories as go-to timeless pieces that honor their past and help pave a brighter future for them and their families, while encouraging sustainability and support in Latin America. About the Founder My name is Emilce Paez, and I was born in Buenos Aires, Argentina but was raised in Mendoza, north/west of Argentina. At the age of six, my parents decided to move to San Diego, California, searching for the American dream. I love San Diego; it will always be home. I majored in graphic design and advertisement at San Diego State University, and during my sophomore year of college, I took a trip to Peru, which is where the story of ELLA all began. About ELLA For every ELLA product designed, whether it's our bags or hats, our ultimate goal is to help women and girls worldwide. We also support Latin American craftsmanship by bringing a piece of Latin American culture into our products. Our Alpaca hats are made entirely in Bolivia from alpaca fur; our Bolso Yute is also wholly made in Peru, handstitched by women in Lima; our Gaucho bracelets are made in Argentina by an artisanal family; and finally, our canvas-like bags are made here at home in downtown Los Angeles. Charities and Causes ELLA Gave Back to ELLA was founded in June of 2019, and I can't believe it's already been a year. We were able to donate $1,000 last year to girls in Peru (@peruvianhearts), in Panama (@transformadoras), in Argentina (@Mujeres2000), and Los Angeles (@ nativemax.com
ELLA totebag Photos: courtesy
alexandriahousela). These organizations provide the tools necessary for women in vulnerable situations to discover their passions in hopes of a better future for themselves and their children. This year ELLA supports Days for Girls who provide menstrual kits and sex education to girls all around the world who don't have easy access to hygiene products. We were so glad to hop on board with them this year and be part of this amazing project that has helped many girls, especially in refugee camps. The Idea Behind ELLA Although it took almost five years to start ELLA after my college trip to Peru, I never forgot those women selling their beautiful garments and designs for not even three dollars worth. I wanted to use my design skills somehow to bring awareness to the potential these women had. Although I am from Argentina, my heart always resonated with these Peruvian women. How ELLA Empowers Women ELLA not only supports the beauty of women in
Latin America but women throughout the world! We share the stories of the women whose lives have been changed through the organizations we support. Most of them come from abusive or poor lifestyles and having a workshop or a supportive group that brings hope and, more importantly, a brighter future is how ELLA showcases their beauty. ELLA Overcomes the Pandemic Yes, COVID-19 has affected us a bit financially, but luckily we have supporters who continue to share our stories and products, which is what all that matters to us at the end of the day. Making a difference in our world, especially in these times and maybe bringing awareness starts. At ELLA, we are inspired by how things are done. We are not creating a brand to fill up shelves, but we aim to positively change these women and girls; the lives of ELLA. Shop ELLA totes and other accessories at ELLATOTEBAGS.COM.
SEPTEMBER/OCTOBER 2020 | NATIVE MAX MAGAZINE 13
