When our friend Rachel Ross told us she was launching a fair trade clothing line with her friend Averie Floyd, we wanted to be one of the first to show her some love! We believe in supporting women who desire to change the world with one opportunity. Rachel and Averie left their full-time jobs to work and create with female artisans in Guatemala. Their new brand Casa Flor came to fruition after a six mile hike and long conversation. We sat down with Rachel to learn more about her background, dreams, passions and goals for Casa Flor.
Tell us a bit about your background.
Hi my name is Rachel Ross and I am a co-founder of Casa Flor. I grew up in North Carolina, in a family where creative expression and traveling abroad were always encouraged. I started drawing women in beautiful dresses in elementary school and my love for art and textiles never stopped. I studied at East Carolina University and graduated with a BFA in Textile Design; my degree focused on conceptual work, using surface design and footloom weaving to express a deeper message. Weaving especially became a love of mine, hours behind the loom became a therapy of sorts and studying textiles taught me that the process of creating is just as important as the final product. After graduating, I worked as a professional graphic designer for two years at a home magazine publishing company. I’m so grateful for graphic design that it has provided an outlet of creative expression in a professional work environment.
When did you realize that you wanted to work with artisans in the developing world?
I visited Antigua, Guatemala in 2007 for a Spanish-immersion trip with my high school in which we studied Spanish in the mornings and the in afternoons we took small excursions. One day we took a trip to a small artisan cooperative outside of Antigua in an area called, Santo Zamora, where the women gave backstrap weaving demonstrations, made us tamales and had a small shop set up of the beautiful hand-woven pieces. I remember being overcome with joy as I saw the leader of the cooperative writing down the names of the makers beside each product purchased. This initial experience of buying hand-made products straight from the maker truly changed my life. I remember standing in this cooperative thinking, “I don’t know what I want to do with my life- but I know I want to work with women like this.”
Why did you choose to work with artisans in Guatemala?
In university we studied the history of weaving and how it was practiced in other countries. I remember being so intrigued with the Mayan back-strap loom, that this practice of weaving was pre-colonial and deeply engrained into Guatemalan culture. I love the symbolism of the loom being attached around your waist, like it was an umbilical cord- that the artist was giving life to the weaving.
I had originally come down to Guatemala to work with Maya Traditions Foundation in the Fall of last year, supporting in their communications and graphic design departments. Guatemala had been on my mind so much at the time, and although I was so grateful to be a full-time graphic designer in North Carolina, I had a deep desire to live abroad and interact with artisans like I had back in high school. When I saw the posting from Maya Traditions that they were hiring a graphic design intern, I applied, got the internship, freaked out for a week, put in my month notice with job and started to plan the move.
What reaction did you receive when you made the decision to take the leap?
Honestly, I was a wreck. I was very comfortable with the idea of traveling alone and meeting new people but the idea of leaving my bubble of comfort and moving to this country terrified me. Sometimes the thing you’re most scared of is becoming the fullest version of yourself, and that was a real mental battle for me. Once I accepted the fear and let it go, living here became a hilarious adventure.
I think my friends and family were equally supportive and confused, the idea of leaving a stable job with benefits, a great apartment, a comfortable pattern and active social life seemed a little ridiculous, especially with no guarantee when I’d come back. Although it was contrary to a comfortable or fiscally responsible decision, the people who really know me and my heart, understood my decision to move.
You and your friend Averie (who we will hear from later on) launched Casa Flor together. Tell us about this partnership and this venture.
Averie and I met at Maya Traditions Foundation and I immediately knew we’d be great friends. We connected over our love for textiles, the indigenous techniques practiced here in Guatemala and we share the common love of creating with our hands. On top of the creative friendship, Averie quickly became one of my most trusted soul sisters; she is incredibly loyal and compassionate, but will also call me out if I’m not staying true to myself. I’m so grateful to have found not only a creative companion but an incredible friend in her.
We started dreaming of Casa Flor possiblities last November, one Saturday I had suggested going on a walk up to this beautiful overlook of the lake about a mile away from my house. Somehow Averie convinced me to walk two towns over which was, 6 MILES away (I like physical activitiy if it lasts under an hour). During the longest walk ever, we started talking about our dream fashion brand designed and produced out of Guatemala. After talking about silhouettes and our ideal customer, around mile 5 we both looked at each other and said, “we can actually do this.”
The mission of Casa Flor is to create ethically produced clothing that celebrates indigenous textile techniques, and to provide work for the incredible makers in Guatemala. We believe in making beautiful clothes that honors the artisan who made them.
It’s a big world and at times we can feel like our efforts to empower others can feel so small. What keeps your spirits lifted and what do you hope to achieve in this season of your life?
I constantly have moments in which I feel completely overwhelmed with the injustices happening at every moment around the globe. But for me, I have to make the intentional choice to find the light and the beauty around me. I the quote by Frederick Buechner is so true, “The place God calls you to is the place where your deep gladness and the world’s deep hunger meet.” I think the most powerful thing we can do as humans, is to truly see the humanity in one another and to love each other through that, in whatever way that looks like for your individual life.
I’m so grateful for this season of my life where my passions for creating and working with artisans are colliding. Starting Casa Flor is a dream, sometimes I find myself sitting in gratitude that I was led here to start this beautiful adventure with Averie. My hope is that Casa Flor will be an outletof creative expression for our customers and our makers. I hope to create trusting relationships and the share the stories of the makers here in Guatemala and bring humanity back into your clothing.
P.S. On June 1st we launched our Indiegogo campaign to raise funds for our first collection launch! We offer different perks from hand-embroidered cards ($50 donation) to custom-made dresses ($1,000 donation). These perks not only donate to our first collection launch but provide jobs immediately for incredible artisans in Guatemala.
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