On November 14th and 15th, we had the privilege of returning to the artisan communities that La Peony has proudly collaborated with for almost four years. These partnerships are not only part of our collections, but also a reflection of our core values as a brand—respect, long-term commitment, and shared growth.
As part of the training program we began in 2024, we closed this year with a social media and digital marketing workshop, designed to empower artisans with tools that help their work reach new audiences while honoring their traditions.
These artisan groups are legally organized as social cooperatives, which allows them to operate formally and sustainably, opening doors to new markets and opportunities. Yet, despite their extraordinary talent, craftsmanship, and dedication, many artisans still struggle to reach the audiences who would deeply value their work—often due to limited visibility rather than lack of quality.
Most of these groups are made up of women artisans whose formal education is limited, but whose knowledge, skill, and cultural heritage are profound. The good news is that younger generations are now joining these cooperatives with a shared purpose: to preserve ancestral techniques, protect cultural identity, and build a future where tradition and innovation coexist. With greater familiarity with technology and social media, they are becoming a vital bridge between heritage and modern consumers.
One of the most meaningful challenges of this workshop was ensuring that every artisan could participate—regardless of age or access to technology—while still creating real impact in digital marketing efforts. Through hands-on, paper-based prototypes using photographs, colors, drawings, and storytelling, each participant was able to contribute creatively. This approach honored inclusivity, collaboration, and collective voice.
During the workshop, we explored essential concepts such as digital marketing, social media, content creation, and evolving consumer preferences—always connecting these ideas back to the human stories behind each textile.
In San Pedro Cajonos, the silk artisans already had an online presence and a website developed through a government initiative. They actively use WhatsApp to share catalogs and communicate with clients, as well as to promote their silk products and cultural experiences. This community is also home to a unique silk sanctuary—a living museum that tells the story of silkworm cultivation and the creation of each final garment.
However, much of this digital effort rested on one young artisan, making the work overwhelming and difficult to sustain. Together, we reviewed their current strategy and co-created new ideas to strengthen their presence online while sharing responsibilities more equitably.
Working in teams, the artisans designed meaningful content aligned with textile art trends in Mexico, including:
- Emotional storytelling that highlights the people behind each piece
- Seasonal promotions and thoughtfully curated product bundles
- Visual catalogs that support transparent, informed purchasing decisions
In San Tomás Jalieza, artisans are just beginning their digital journey. Although their work already reaches consumers through collaborations with brands like La Peony, they had no direct online presence of their own. This workshop marked the first step toward creating that connection—organizing roles, sharing responsibilities, and building a collective voice for their community.
In both communities, younger women artisans are stepping into leadership roles, guiding innovative approaches to commercialization while honoring the wisdom of previous generations.
Throughout the sessions, the atmosphere was filled with commitment, pride, and creativity. Artisans ranging from young women to elders with more than 40 years of experience—some over 80 years old—shared stories of how their textiles were once made solely for family use, and how those same techniques now allow them to sustain their communities through fair and meaningful trade.
Ideas emerged naturally: complementary product bundles, free-shipping promotions, and carefully designed catalogs that include clear descriptions, pricing, payment options, and shipping details—building trust with every customer interaction.
We are honored to close 2025 witnessing the real, human impact of these collaborations. When you choose one of these pieces, you are not only acquiring a beautifully crafted product—you are supporting generations of knowledge, cultural preservation, and fair opportunities for artisan communities.
This is, ultimately, the heart of La Peony Clothing, a commitment to the Fair-Trade Ethical Fashion movement and to creating fashion with purpose.
Alma Cristina Gómez Macfarland
International Artisans Consultant
