Interview
Pura Utz at Couverture
We caught up with Anna and Bernabela, co-founders of Pura Utz, to talk friendship, craft, and the stories woven into design.
Founded in Santiago Atitlán, every Pura Utz piece is hand-beaded by a community of local women artisans using ancient Mayan techniques alongside playful, feminine designs inspired by the colours and patterns of the town around them. Responsible production sits at the heart of the brand, built on patience, skill, and the belief that beauty should also mean independence for the women who create it.
You first met through an NGO and spent three years working together before launching Pura Utz. At what point did you realise your friendship could become a business partnership?
Anna: We were already creating designs together, and our partnership and friendship developed naturally alongside each other. There were lots of long hours, challenges, and laughs. When we wanted to expand, we started running into some limitations within the NGO world. That was when we had a real heart-to-heart about what we actually dreamed of building. Sitting in Bernabela’s house in the summer of 2019, we decided to take the leap and co-found Pura Utz together.
Bernabela: When we both realized that we had a special connection and shared a passion for exploring new ideas and creating designs together. That was when we began to see that our friendship could become something bigger.
Pura Utz began in Bernabela's home in Santiago Atitlán. What do you remember most vividly about those early days, and how has the company evolved since then?
Anna: Those early days will forever be the most defining part of this journey. It felt terrifying and amazing at the same time. Suddenly, we were free to do things our own way. One of my strongest memories is taking the team on our first overnight trip by the lake, with a barbecue and a sleepover. It was such a simple moment, but it captured everything we wanted Pura Utz to be about. Looking back, it’s still one of my favourite memories from that summer.
Bernabela: What I remember most is the sense of unity we built as a team. The atmosphere felt warm and simple, like being part of a family. We have kept those original values until today. A lot has changed in the way we organize our work, and now everyone on the team has specific daily responsibilities, but the feeling of working together remains the same.
Coming from different cultural and professional backgrounds, what strengths do each of you bring to the business, and what have you learned from one another along the way?
Anna: We both bring a lot of positivity. Bernabela brings incredible artisanal skill and knowledge, but also a constant focus on what truly matters: our team. Whenever the business world feels hard or overly focused on growth and numbers, she reminds us to look at what’s right in front of us. Is the team happy? Are they thriving? If the answer is yes, then we keep moving forward with patience and trust that we’ll solve whatever comes our way. We’ve learned so much from each other over the years. One of the most important things I’ve learned from Bernabela is that sometimes it helps to leave things in the hands of your faith. Trust can carry you through difficult times.
Bernabela: I think one of my strengths has always been patience and learning to trust the process behind our creations and successes. From Anna, I have learned the importance of perseverance and always continuing to move forward.
Many people see the finished jewellery, but not the hours of skill and patience behind each piece. What would you like customers to understand about the craftsmanship involved?
Bernabela: Our craft is unique, but it also carries a different story from the family of every woman who creates it. When someone buys a Pura Utz piece, they are buying something made with great passion, patience, and many years of experience from each artisan.
Colour and playfulness are such defining elements of your collections. Where do you find inspiration, and how does an idea develop into a finished design?
Bernabela: I believe that Santiago, where our workshop is located, is always at the heart of our designs. The town, its history, its culture, and its natural beauty inspire us every day. It is a place full of colour, especially in the traditional clothing worn by the women, where there is no end to the beautiful patterns and designs that inspire new creations.
What role does Santiago Atitlán play in the identity of Pura Utz, and how does the place continue to influence your work?
Bernabela: Santiago Atitlán plays a very important role in everything we create. It inspires new designs and helps us explore ways of combining ancient Mayan craftsmanship techniques with contemporary ideas. Little by little, we discover new ways of creating through the culture, traditions, clothing, and people of our town.
When someone wears a Pura Utz piece, what do you hope they feel, and what do you hope they understand about the story behind it?
Bernabela: I hope they understand that every piece is created by an artisan. No matter how small a piece may be, there is always a process behind it that requires patience, skill, and love.
When you imagine Pura Utz ten years from now, what do you hope has stayed the same, and what do you hope has evolved?
Bernabela: I hope we will continue to have the same warm and family-like work environment and maintain the strong bond between our team members. Most importantly, I hope we can continue providing income and independence for the women we work with. At the same time, I hope we will continue evolving by creating new and unique designs, and that we will have a larger workshop where we can explore even more of the beautiful crafts that exist in Santiago.
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