Who says that friendships forged from a young age do not achieve great things when they grow up? ANANA MUYU is an excellent example of this being possible since Ana Cristina Matheu and Cristina Leon created this Ecuadorian enterprise aiming to manufacture high-quality handmade fashion products for the Ecuadorian and foreign markets.
Moda Ahora talked to the creators of this Ecuadorian brand in February 2019; they told us about their beginnings, the objective of being a brand, and how they are developing for the changing market they are facing.
How was the idea of creating AnanaMuyu born?
We were classmates since kindergarten, all through elementary and high school. In high school, we were president and vice-president of the Student Council; we once dreamed of being president and vice-president of Ecuador; however, in college, we took different careers and moved away from each other.
Years later, after each of us had completed our fourth-level studies (London and Spain); coincidentally, we met again in August 2017 and started talking about the things we had left to do at this stage of our lives, and while eating desserts, we started giving ideas each of us of what we were looking for to undertake; we wanted different things, but that could complement each other.
How long did it take you to develop this project?
In October 2017, we had the first product sample and liked it. We worked with a family of artisans that Cristina knew from other spaces, and that is how the idea took shape; we began to see objectives, the mission, and vision that the brand would have, and we complemented each other’s ideas, and so we started working on the name; logo and the image that ANANA Muyu wants to be and show.
The project is still under construction, and we continue to propose innovative ideas daily while respecting the spirit of ANANA.
What products did you start with?
ANANA does not mean a specific product but has developed its spirit, which is its components (leather and embroidery) and its way of production (manufactured). We started with women’s shoes and accessories with 100% handmade embroidery; this year, we will launch two new collections.
How are they marketed?
We are physically present in Quito at the Aurea Studio Gallery in Quito, located at República and Azuay.
We have a digital presence on Facebook and Instagram, where we sell and ship nationwide; we are present on Etsy, an international platform that showcases handmade products, and our e-commerce website, www.ananamuyu.com.
How does your brand differ from other brands with the same purpose, to showcase national labor?
Our project is a traveling brand, so we have combined two essential elements: leather and embroidery. The south-central zone of the country (Tungurahua), where the best leathers of the country are produced, combined with the subtlety and charm of the embroidery of the northern area of the country (Imbabura), make a perfect combination that ANANA Muyu seeks to highlight.
Additionally, this project encompasses several axes: social development through fair trade; the rescue of garments or products that minimize environmental impact through high durability; respect for consumers; which leads to sustainable consumption. All these aspects make ANANA muyu an innovative proposal for other projects.
During the time you have been in the market, how has it been received?
As an innovation project, we participated to be part of the book INNOVACTORAS (https://innovactoras.eu/) of Spain, which gathers women with innovative social projects around the world, being the first Ecuadorian women to be part of this international recognition.
At the national level, we participated in the “Export to the World” challenge organized by DHL and IMPAQTO, qualifying among the ten finalist projects out of more than 347 proposals and obtaining a four place as the initiative with the most votes from the public.
What is the inspiration for your designs?
In a joint work with our artisans, ANANA’s ideas conjugate models and unique combinations that keep the traveling and innovative spirit of the brand in all our products, looking for our national consumer/client to feel proud of their identity and for foreigners to know a little bit of our country.
How has your venture benefited the communities you work with?
ANANA muyu is a social innovation project that seeks to rescue the value of the work of our artisans and their manufactured products, original, of quality, and with national identity, very desirable in other countries. ANANA seeks to develop sources of fair work involving families of artisans in our rural areas, which impacts their continuous improvement of life.
How do you see your brand in two years?
In two years, we see ANANA expanding its market abroad, with a considerable export volume to Europe and the United States as priority markets in our planning and strengthened in the domestic market. We hope to have covered almost every corner of our country in two years with our traveling band.
