Hilo de Nube emerged almost 7 years ago almost by chance. The intention of its founders Yoari López and Yovegami Ascona It was not to create a company, but to contribute to the revaluation and good remuneration of the work of the artisans of the San Juan Guichicovi region, Oaxaca, who make garments. dress embroidered with the ‘chain’ technique on pedal machines.
The objective was to make visible the crafts of their community and the first thing they tried was through telling stories where the protagonists were the artisans through photographs and videos, since the couple of entrepreneurs are communication scientists by profession.
But more than telling their stories, the artisans needed support to reactivate their economy. So faced with this need, in 2014 they started with an artisan and a production of 20 huipiles through a Facebook page.
“We did not have an office, we did not have a workshop, because we did not have capital, only our Facebook page,” recalls Yoari López, in an interview with MILLENNIUM.
On this platform they emptied the photographs and told the stories of the artisans. The fact that the focus was on them and not on the products was extremely attractive to the Facebook community, which today has 44,918 likes on the fanpage and 46,389 followers.
“Our project is so beautiful that we try to make all our publications reflect that warmth and affection,” Yoari shares. The most important thing for her is to be able to impact the economy of artisan families and the entire economy of her community.
A few months after starting the project, Yoari and Yovegami discovered the power of social media to break geographical borders and their products began to have national reach. Something unexpected for both of them, but which allowed them to open a physical store in Oaxaca after a year.
Today they have two points of sale and help 90 families of artisans to distribute their products at fair prices throughout Mexico. “An entire community benefits from an enterprise, which are the ones that are moving the economy during the pandemic; women are also contributing to the economic reactivation, since they are the ones who care about their family and their community,” says Yoari .
Yoari is part of the #EllaHaceHistoria Facebook program, which has empowered her economicallye to women business owners, through various initiatives and resources including training in digital economy, e-commerce, digital marketing skills and financial education.
Due to the pandemic, in 2020 they had to close the physical points of sale, So they turned all their effort back to Facebook, currently 50 percent of their sales come from this channel.
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