MÂkua jewelry
ROLE
COLOMBIA
Creative Direction . Graphic Design . Strategy
Mâkua Jewelry is a Colombian handmade jewelry brand working with women from Indigenous communities, supporting fair wages, women empowerment while preserving ancestral craft traditions.
Led global brand strategy and expansion across Colombia, Europe, Asia, South America, and the U.S., securing key B2B partners such as Musée du Quai Branly, Accompany (USA), and St. Dom (Colombia). Achieved a 25% revenue increase within one year, generating direct positive social impact for the communities involved.
Redefined creative direction to position the brand for a global audience, balancing rich textures and color with a refined, minimal aesthetic. Trained the team on quality control and supply chain standards aligned with high-fashion markets. The brand was featured in Vogue Brazil and Vogue Mexico, and selected for the Vogue Talents Corner at Medellín Fashion Week.
Partnering with indigenous communities in Colombia
Alongside Maria-Paulina Arango, Founder of Makua.
Kuna tule woman, wearing a mola.
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.
Styling, photography, art direction and graphic design
Model: Isabel Gomez
Social media assets
Feed design for Instagram
