Public health social worker
As part of our commitment to the country's fashion and beauty industry, Magacín presents a series of articles on the work of local creators and how they are managing their businesses amid the crisis caused by COVID-19. Reporter Liz Sandra Santiago tells us her stories.
Although Annabelle Vélez and Anna Hernández continue to work tirelessly from their respective homes to make the children's clothing that has made Sandía one of many parents' favorite brands, the operation of the business has been uphill in recent weeks
"We would say that two of our biggest challenges are maintaining sales and being able to get the materials we need to be able to produce , that is why we have had to resort to buying materials online in order to continue production", the members explain.
Added to this is the cancellation of various events and fairs that allow them to expose the product to new customers and generate income.
"Those events are where we expose the product to new customers and many people like to see and touch the fabrics," they mention.
To somehow replace the profits they made at these events, Vélez y Hernández has "focused more on promoting products online ."
“Thank God we have our regular clients who have supported and promoted us during this quarantine period, bringing in new clients. From everything we had seen when this started, we had an idea that this was going to last over two weeks. Therefore, it was that from the beginning we made some adjustments to the production schedule to be able to meet the customer and have inventory, "they add.
However, although the outlook looks uncertain, the creatives point out that the most positive aspect of this situation has been the union and support of their compatriots.
“ One of the greatest advantages has been the union and constant support that there is among local producers. See how the country is supporting small local businesses every day. We have also seen an increase in online sales, "they say.
Given the extension of the quarantine, this duo of creative businesswomen remains in their respective homes, taking out as many as possible.
"Since we are two people in charge of Sandía, we create a plan where each one can work from home and, most importantly, have communication," they conclude.
As part of our commitment to the country's fashion and beauty industry, Magacín presents a series of articles on the work of local creators and how they are managing their businesses amid the crisis caused by COVID-19. Reporter Liz Sandra Santiago tells us her stories.
The love for pets led Jean Marcel Correa to found Lick. Co. Currently manages the company in the company of Doriann Camacho, director of operations, and Valerie Herrans, intern in the marketing area.
a brand specialized in articles for the care, grooming, entertainment and safety of dogs - has felt the ravages of the pandemic both in its participation in the Parallel 18 program , an accelerator that helps the business scale to global sales, even in the distribution chain of your products.
“Lick co runs mainly online but we also do face-to-face sales through Pop-Up's, Groomers, Pet Stores and recently we celebrated the opening in Plaza Las Américas next to the 'Funky Socks' cart, in front of the Disney store. Since these other points of sale have been affected, we have put more effort and effort into our online sales and thanks to our team and the loyalty of our clients, we have managed to create a stable structure , "explains Correa.
In order not to feel so strongly the effect of the closure of shops, the businessman mentions that the functions of the team and the way they create content for social networks and the website have had to be modified.
"Right now the most important thing is to sell online and maintain a structure that generates the daily and weekly goal that we have as a team and company," he says.
Among the efforts of the young group is putting more effort into what is "email marketing", advertising and content creation that goes hand in hand with what people experience in daily life.
" In addition to these efforts, we have joined together with other young entrepreneurs who share the same values and have created digital strategies to create 'cross promotion' with our followers," he adds.
Sales continue to be made through the website, Once the product is ordered, it takes only a few days to process the order and then they are sent through the mail. When it is not possible to comply quickly, the client is let to know.
As part of our commitment to the country's fashion and beauty industry, Magacín presents a series of articles on the work of local creators and how they are managing their businesses amid the crisis caused by COVID-19. Reporter Liz Sandra Santiago tells us her stories.
The artist Susana Cacho who has experience and training in both painting and metal jewelry. His work has been exhibited in various galleries in Miami and Puerto Rico.
"My business depends on the consumer. Right now, given the situation, people are focused on essential products. Unfortunately, the bazaars have been canceled and the collaborations he had scheduled with other brands and designers have been put on hold. Usually at times like this, creative businesses like mine suffer, ”he says.
Cacho comments that, at the beginning of the year, his strategy had begun to focus more on social networks as a mechanism to communicate with his clients. That has benefited her, then, she understands, that at times like the one the world is experiencing, people are spending much more time on social networks and the internet.
"Creating content on a daily basis has become an essential thing that I am doing and that helps people see my products much more frequently," he says .
For the artist, the biggest challenge that the pandemic has brought is to get potential clients who are willing to buy right now.
Luckily, today we have digital channels that help us expand our 'reach' to audiences that in the past would have been difficult to achieve. These are tools that help us stay relevant in times like this. Customers respond as they can. Some people have bought to support, but it is not enough. Although the interest continues, there is not the same volume of sales ”, he comments
Despite the challenges, Cacho looks for the positive side and finds it in the possibility of spending more time on different things, such as the clearer definition of his voice and his brand, which helps him to better relate to his audience.
“The fear of any small business is that the consumer stops buying and I do not think that people are prepared for this phenomenon; because there are no precedents. But we will continue to do what we know: fight! ” concludes.
For years, when she started selling clothes in a room at her parents' house, Limarys Rosa made social media her best allies. The success that she always had with the clientele that followed her on Facebook and later on Instagram led her to open the first Y Boutiqu3 store in Humacao a decade ago. The businesswoman established a second store in Old San Juan last year.
But the ravages of the pandemic have made her return to her origins and, although she now has her merchandise in her home, she has once again had the necessary support in the networks to not let herself be defeated. The businesswoman says she is very grateful to her clientele who continue to make orders, seeing the "lives'" she makes on Instagram "to educate and entertain them."
“I always communicate with my clients via text messages and social networks. They see the new product that I upload in the 'posts' or in the 'stories'. They write, they make their order and I send them to them by mail. It is not in the same quick way as before, because you cannot go to the mail so often. Some ask for it to have it in store when it returns to normal. Free shipping is being given for unconditional support, "he says.
Rosa also highlights that, in the midst of the crisis, many local businesses have come together to help each other. For those enterprising women, like her, who are frustrated because they do not see a future for their projects, the young businesswoman recommends using social networks as the mechanism to get ahead.
“ Even the most beautiful part you have in your house, sell your product. There will always be someone on the other side who will listen to you. People are very supportive, "he says.
Although she faces the challenge of economic uncertainty and that most of her merchandise suppliers remain closed due to the quarantine that prevails in almost all the world, Rosa does not lose from perspective the opportunity to reinvent herself by expanding the line that she makes and seeking local brands that want to sell their pieces through Y Boutique.
Since Elda González Santiago considered the idea of channeling her creativity in a design line, she has always had as a priority that it be a product that helps preserve the environment, something that is in tune with the lifestyle that she and her son Sebastián Torres González, 14 years old.
With these specifications, in 2015 the Eco Factoría brand was born, dedicated to the design of jewelry and home decor elements created with recycled paper as raw material.
“It is a line of sustainable design where discarded paper is reused from offices and from different parts of the island. That paper becomes jewelry and home décor pieces such as lamps and pots, ”explains González Santiago.
The handmade paper technique was learned while studying for an arts baccalaureate. So he had the knowledge to transform something that some understood was no longer useful.
"I already had the bases of making paper, but within my field I wanted it to be ecological design, so I was interested in it being handmade paper and more so to be able to make it out of discarded paper, that means that the designs can be completely ecological, " he adds. .
In addition, all the color given to the pieces comes from natural dyes that are extracted from flowers, seeds, plants and trees.
“I create lampshades, necklaces, vessels, lamps, and to that I introduce other biodegradable materials that are raffia, jute rope, cotton rope so that the piece, which at some point will have its end, will degrade and return to the earth ”, he highlights.
Merchandise from Eco Factoría is available at the Miramar Museum of Art and Design (MADMI) store, at Con Calma and Souvenir 154 , the latter two establishments are located in Old San Juan. You can also find them at and at various craft fairs and events.
According to González Santiago, in addition to selling his pieces, he has taken on the task of educating people about the importance of reusing materials to conserve the planet.
“It is a completely artisan process. Many or most of the pieces have ten steps and more than seven days to build. You have to guide people to understand that it is a slow process, an artisan process. Reusing a material is not the same as buying it, "he says.
Although currently the line is made up of jewelery and decorative items for the home -such as pots and lamps- González Santiago hopes to expand his offer in the future.
“I see myself making tables, trying to experiment more with cardboard waste and handmade paper and trying to do more things in the home, such as much bigger table or vessel designs or much more modern lamps with the integration of others. materials ”, he says.
Although González Santiago is the head of the Eco Factoría brand, he clarifies that his 14-year-old son is a fundamental part of the company.
“We do everything together, when I started in 2015 he was with me, even giving me design ideas and even making screens with me. He is also a certified craftsman. He likes to make origami and sometimes he uses origami to make completely different garments… He already knows how to make paper, he knows how to dye, he knows how to collect and he can do the whole process, ”he says.
The designer, who is a single mother, chose to educate her son at home and the ecological vision of her brand is part of the child's daily learning
“ We have a lifestyle where we try to use the least amount of plastic possible , we make our household cleaning products with things from nature, like shells and vinegar. That is coupled with the fact that I am an artist and I studied art and I wanted what I studied to have to do with the lifestyle I believe in. I did not want to generate more pollution than there is already in the environment, simply because I want to create a product, ”he concludes.
On February 8, the model with Down Syndrome, Sofía Jirau, will fulfill one of her big dreams when she is part of one of the shows that are part of the extensive itinerary of New York Fashion Week.
“I'm going to New York Fashion Week to model. That is my dream. I went to the designer and they measured me a suit. Then they told me that I was leaving for New York Fashion Week ”, the 22-year-old tells with emotion.
Sofía has been modeling in several parades in Puerto Rico for more than a year.
“When I model I feel that I am happy and content. Because inside and outside there are no limits. That is my favorite phrase ”, he assures.
The opportunity to model in New York has always been a dream of Sofia since she learned how to model. To help her achieve this goal, Alexandra Correa - founder of INprende, the company the young woman works for - began looking for a designer who would give the extroverted young woman the opportunity, and thus she reached out to Puerto Rican designer Marisa Santiago, introduced her to Sofia and she agreed to give him a chance.
"I take Sofia on my catwalk as an inclusion and I see her as an international model without any impediment, because we all have the right to do what satisfies us," says the designer.
In addition to modeling, Sofía has her line of products called Alavett, which are sold through the digital platform .
On the page you can learn more about the young woman's success story, hire her services as a model and purchase products, among which are t-shirts, wallets, mugs, caps, cushions and cell phone accessories with the phrase "Alavett".
“ The line is called that because when I am excited or happy I say Alavette (which is I love it). One day I wrote the word Alavett on a blank piece of paper and my boss, Alexandra, saw it and wanted to help me in my business launch ”, explains Sofía.
With her company on track and just weeks away from fulfilling her dream of modeling at New York Fashion Week, Sofia continues to look to the future and set new goals, one of which is reaching California to develop as an actress.
