Cora: “It will be the brand that will represent the artisanal fashion of Peru” | Emprendre Trome (Video)

Undertake Trome| I have heard many designers say that when Peruvians feel identified with their culture and roots, local fashion will cross borders, and the brand goes that way. Its creator is Tatiana La Madrid, a woman from Loreto who worked for years in the tourism sector and saw the need to make avant-garde garments with a national identity. In a pandemic, she set up a workshop with artisan women from Loreto and Villa María del Triunfo, who embroider incredible things by hand that are already in the United States, Spain, and other countries.

Tatiana, your clothes and especially your jackets caught my attention because of the design and its colors, what inspires you?

I am inspired by Peruvian art, in the mixture of cultures and the mega diversity that we have, both on the coast, mountains and jungle. To this, I add the social work that generates a great impact of identity.

For many years you worked for the tourism sector, when did you see the opportunity to launch your business?

I had planned it for a long time, whenever I represented my country on my trips abroad, I wanted to wear a garment that identifies my culture, my Amazonian roots. 25 years ago I was looking for garments that are at the forefront and I was inspired by the work of the artisans.

It is always said that to launch something on the market you have to present an innovative proposal, what do they tell you about your clothes?

I feel very satisfied with the acceptance of the public who see the embroideries that are made by hand by the women who process each garment with the techniques they have learned and with the love that each one puts into it. This clothing is very versatile that you can wear it at any time.

Cora is born at the time when we all need color and love…

We are one year and eight months old, we were born in a pandemic, at the right time to bring love and color through Peruvian art and value the courage and heart of artisan women, who add to the family basket and with their hands reflect female empowerment.

What has been your biggest difficulty?

Starting in the pandemic, when we were not clear about anything, but we considered that we had to empower the sales channels, technology is one of the factors that helped us reach all of Peru and the market strategy with value propositions that made us growing up.

You travel abroad and they have seen your clothes, what caught their attention?

The first garment I wore was a scarf at an exhibition in Belgium and they were delighted. I sent jackets to the United States and my mom told me that they flew, people went crazy and I had to send more. Europeans have come here who asked me crying for another jacket, because they had lost them. It’s nice to see these displays of affection.

Tatiana sells hand-embroidered jackets, vests and accessories.  Photo: Cesar Campos.
Tatiana sells hand-embroidered jackets, vests and accessories. Photo: Cesar Campos.

You are in multi-brand stores, in your own virtual store and on social networks. What do you need to expand your business?

Our dream is to be able to enter a retail store, we believe that we promote culture and tourism, and people highly value what is handmade.

When we talk about clothes, quality is very important, how do you check that you bring products to the market in optimal conditions?

The subject of fibers and cotton yarn we have a supplier. In embroidery we have two people who are in charge of seeing that the entire team of artisans has the stitches and techniques right. Denim is soft, we are very careful with the processes, we constantly train our teachers.

Each one of the jackets has a name inspired by the jungle and part of the mountains of Peru.
Each of the jackets have a name inspired by the jungle and part of the mountains of Peru.

You give work to mothers and women from the jungle communities, tell us a little about that…

They are artisan women from Villa María del Triunfo and from the peasant community of Requena in Loreto who work with natural fibers to make decoration products. We recruit them to give them work in the pandemic and generate skills, their hands are valuable.

You want your brand to be recognized internationally, how do you plan to do it?

Through the articulated work with which we will be able to go for the internationalization of the brand. Cora has innovative products that will take off with planning, because we know how valued manual work is. We send products to the United States, Spain, a large market, and Colombia.

If a brand from abroad comes and wants to buy Cora, what would you say?

what no Cora will soon be the brand that represents the artisanal fashion of Peru, it will promote culture, art and our love.

Tatiana's satisfaction is to see that Peruvians are valuing crafts more and more.
Tatiana’s satisfaction is to see that Peruvians are valuing crafts more and more.

Why Cora?

Cora is courage and heart, it is something that represents women, because we do not give up. I am a believer when giving up is not an option, success is inevitable.


They must first analyze the business model. I applied the Canvas methodology, it is a tool to analyze and create business models, but you must comply with the nine factors; One of them is the value proposition that your brand must generate, the relationships with customers, the sales channels, having a physical store, the market segments that are very variable, the sources of income, the cost structures that Entrepreneurs and key resources often fail.


Cora: My purpose

Craftsmen: sleep.

Internationalization: our future.

Entrepreneurs: warriors.

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