MÂKUA Jewelry — Viviane Foutrel

Project list

~ Honoring tradition, empowering women: using handicrafts to support indigenous communities in Colombia

MAKUA JEWELRY, Colombia, 2017/2018

Strategy | Graphic Design | Art direction | Photography

MAKUA Jewelry is a Colombian handmade jewelry brand that works with women from indigenous communities accross the country (Kuna from Uraba, Tikuna from Amazonia and Embera Chami from Antioquia). Not only the brand is providing a fair wage to women, it has also a role into keeping the ancient handicraft traditions alive.
I have helped the brand to expand in Colombia as well as in Europe, South America, Asia and USA entering some top B2B resellers such as Musée du Quai Branly in Paris, Accompany in the USA and St. Dom in Colombia. Revenue increased by 25% within a year thanks to a global brand strategy. As a result, this had a direct positive social impact on the community.
On the design side, we shifted the brand focus and creative direction in order to target a global audience. We contrasted the rich colors and texture of the brand with a minimalistic approach.
I have trained the team on quality control and improving supply chain to comply with high fashion standards. The brand got featured in Vogue Brazil & Mexico and selected at “Vogue Talents Corner” of Medellin Fashion Week.

Partnering with indigenous communities for inclusive innovation

Alongside Maria-Paulina Arango, Creative director of Makua.

Kuna women sharing their ancestral knowledge

Kuna women from Uraba, Colombia creating “Molas”

The Kuna indigenous community, are known for their intricate "molas," which are handcrafted textiles featuring multiple layers adorned with symbols and patterns. These symbols often draw inspiration from medical plants, protective icons, legends, and tales from their culture. The creation and wearing of molas serves as a way for these women to preserve their history and pass down their stories for generations to come, making the molas “living history books”.

Embera Chami indigenous community from Antioquia, Colombia

The bead work of the Embera Chami indigenous community is a traditional art form that involves creating sophisticated designs and patterns using small beads. The beads were traditionally made from seeds, shells, or other natural materials. Embera Chami bead work is known for its bright colors and detailed patterns, which often depict animals, plants, and other elements of the natural world. In addition to being used for jewelry, the bead work of the Embera Chami also has cultural and spiritual significance, as it is often used in traditional ceremonies and rituals.

Cocama & Tikuna indigenous communities in Amazonia, Colombia

The Cocama and Tikuna indigenous communities in Amazonia, Colombia are known for their artistic talents, each with their own unique focus. The Cocama are masters of woodwork, crafting everything from intricate bowls and cups to practical spoons and small objects using traditional techniques. Meanwhile, the Tikuna are experts in working with fibers and natural dyes, creating stunning woven baskets, jewelry and textiles that showcase their cultural heritage. These talented artisans take great pride in their handicrafts, which are not only useful in their daily lives but also serve as a way to preserve and celebrate their culture.

Capturing culture through the lens