Today we’d like to introduce you to Fania Castro.
Fania, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Growing up in Colombia, I was fortunate to learn about the indigenous cultures of the Andes and their incredibly rich culture from a very early age. My childhood was full of the exuberant narrative of the Muiscas, Taironas, and Quimbayas. At school, we read the tales of the amazonian forest where mystical creatures, shamans and humans cohabitate in perfect symbiosis with nature. The wisdom of this pre-Columbian cultures was the initial inspiration for Atteza, a jewelry line designed to honor and empower women.
That colorful universe triggered my interest in design and creativity. Soon after I graduated from architecture school, I emigrated to the united states and established f5 advertising studio, a multidisciplinary agency where I was able to experiment with all kinds of creative projects. Still I was yearning to re-establish a connection with my country and give back to the community. I then co-founded “the elastic mind project,” a non-profit organization dedicated to empowering Colombian children living in disenfranchised communities through the use of programs based on science art and technology.
It was during my time in Colombia working with these communities that I started to experiment with the concepts of neuroplasticity and “Psycomagic,” a term coined by Alejandro Jodorovsky, where art is used as a tool to heal the mind and the spirit. This program made me realize about the importance of rituals and the human connection, something the indigenous people already knew and celebrated. I wanted to expand this notion to other spheres, to empower women, to offer mementos intended to beautify and support meaningful action, jewelry became the vehicle
Also, it was during these trips to Colombia and my interaction with the families in these communities that I realized the powerful impact of these programs and how important it is to allow communities to be economically sustainable. Then an idea started to take shape: A project that not only pays homage to the wisdom and traditions of the Colombian indigenous cultures but also allows communities to become independent by implementing a socially responsible business that empowers women. From the group of single mothers that elaborate the pieces by hand to the women that wear the piece with meaningful intention.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Building a company from scratch is never easy. I was very fortunate to already have the resources to brand and build the project thanks to my long experience working in the advertising field. However, this meant spending many long nights, weekends and any other leisure time single handling all the aspects of the business, from the concept, structure, and logistics, to the graphics, marketing, and web development.
Not having a business partner to support me in the first stages of the project was incredibly taxing and at times, discouraging. Dealing with the magnitude of the project alone left me drained and exhausted. I realized that I needed to take a step back to reevaluate Atteza and to find the essence of it. After long meditations and profound questions about the meaning and direction of Atteza I found the clarity I needed, I wore the pieces with intention, my collection gives me the strength and force to continue the project and show me the path to grow organically almost effortless, at the same time I meet my husband and he became a vital force behind Atteza and what it is today, a wonderful partner in business and life.
So, as you know, we’re impressed with Atteza – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
More than just beautiful jewelry, I want Atteza to embody the spirit of the indigenous people of the Andes: El Dorado. It is a project created to pay homage to these cultures and their incredible wisdom while transforming this wonderful narrative into tangible reminders of the goddesses we all have inside ourselves.
The significance of each jewelry piece differentiates Atteza from other jewelry lines. Each piece is an invitation, a ritual evocative of the wisdom of ancient pre-Columbian cultures. Two powerful and sacred animals represent the essence of Atteza: The Condor and the jaguar. The Condor collection gets its inspiration from all that is above us the moon, the cosmos, and the sun. It is an invitation to ignite creativity to trust our intuition and open up the space for new beginnings.
Oppositely the Jaguar collection represents the grounding energy that flows organically between water air and earth. This collection invites us to ground our energy by honoring our roots, to let go of stagnant energy and take meaningful action. With Atteza, I’m looking to empower women by creating symbolic mementos, knowing that they are wearing a piece that not only makes them look beautiful but support their purpose meaningfully.
So, what’s next? Any big plans?
We would like to introduce the project outside the Americas, and bring a bit of the Colombian culture to new continents and far away countries. We would like to have Atteza in selected boutiques around the globe. Colombia is a wonderful country with a tremendous potential for creativity and invention. It is about time to change the detrimental stereotypes that have marked the country for so long.
We hope that by expanding Atteza we will be able to the change the narrative and join the creative force of new entrepreneurs that already started to show a different face of what Colombia really is; a peaceful country founded on the basis of a great indigenous civilization that needs to be honored and celebrated.
- Tairona ring $50
- Mariposa Necklace $70
- Semilunar Ring $45
- Muisca Earring $45
- Circulos Necklace $90
- Website: www.atteza.com
- Phone: 9547080522
- Email: firstname.lastname@example.org
- Instagram: atteza_jewelry
- Facebook: attezajewelry
Mike Butler Photo