Sofia Avila shared their story and experiences with us recently and you can find our conversation below.
Sofia , so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do the first 90 minutes of your day look like?
I’ve learned to embrace that I’m a slow-morning person. My brain doesn’t fully come alive until a couple of hours into the day, so caffeine is my most loyal ally. Depending on my mood, I’ll start with either black coffee or green tea, both do the trick, along with my morning ritual of supplements: Lion’s Mane and Cordyceps mushrooms, probiotics, CoQ10, NAD+, and a few others.
Lately, I’ve been doing the Morning Pages from Julia Cameron’s The Artist’s Way, a kind of journaling practice that’s become a creative reset for me. It’s where I empty out all the clutter: worries, random thoughts, anxieties, or even fragments of dreams. By the time I’m done (about 20–30 minutes later), I feel lighter, like I’ve cleared space for new ideas to flow.
After that, I move my body. My go-to workout is The Class by Taryn Toomey, which I discovered during the pandemic and have stuck with ever since. It’s this amazing blend of movement, music, and mindfulness, it grounds me, challenges me, and gets me out of my head. By the end of it, I feel like I can take on whatever the day brings.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hello! I’m Sofía Ávila, Founder and Creative Director of SOÜF, an ethical luxury accessories brand based in El Salvador.
At SOÜF, we create timeless objects crafted from century-old reclaimed cedar wood, salvaged from homes and structures that once stood across the country. Every piece carries history, reimagined through contemporary design.
Our small team of artisans, led by Tomasito and Alejandro, bring each design to life in our in-house workshop. Together, we focus on craftsmanship, sustainability, and soul, transforming forgotten materials into handbags, jewelry, and objects for the home that celebrate heritage and modernity in equal measure.
What makes SOÜF unique is our belief that luxury lies in honesty: in the hand that shapes, the wood that endures, and the story that connects past and present.
Amazing, so let’s take a moment to go back in time. What relationship most shaped how you see yourself?
Losing my father at 19, and my grandmother years later, shaped me in ways I’m still discovering. My father’s passing taught me resilience and how to find strength in vulnerability, while my grandmother — my best friend and confidante — showed me independence, intuition, and grace.
Their influence continues to guide me every day and lives within the essence of SOÜF — in its respect for nature, craft, and soul. I hope everything I create makes them proud.
If you could say one kind thing to your younger self, what would it be?
I’d tell her to slow down and truly savor every moment, to ask more questions, listen closely, and cherish every conversation with the people she loves. To protect her curiosity and creativity, because they’ll be her greatest strengths. To trust herself, even when things feel uncertain. And to never stop dreaming, because the world will open in ways she can’t yet imagine.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What are the biggest lies your industry tells itself?
That fashion can be “sustainable” while still chasing speed, volume, and constant newness. The truth is, fashion remains one of the most polluting industries in the world, and it’s easy to forget that when everything looks beautiful on the surface.
After the Rana Plaza tragedy more than a decade ago, the industry promised change, to take responsibility for the lives, the hands, and the resources behind every garment. Some progress has been made, but lately, it feels as though that urgency has dimmed.
At SOÜF, we try to hold onto that sense of accountability. True sustainability is nearly impossible, but that’s no excuse to stop trying. We work with century-old reclaimed wood, craft in small batches, and use even the tiniest remnants to create new pieces. Our goal isn’t perfection, it’s progress. To design with consciousness, reduce waste, and keep evolving responsibly, one thoughtful piece at a time.
Okay, so let’s keep going with one more question that means a lot to us: When do you feel most at peace?
I feel most at peace at home, my creative space, with my husband, Diego, and our three dogs, listening to old family vinyls and cooking something for ourselves. Our home gives me an incredible sense of calm; it’s where the SOÜF workshop is based, so it’s quite literally where all the magic happens.
The house itself was built by my grandfather in the 1960s, and I renovated it after the pandemic with so much love. It’s a constant work in progress, a reflection of who I am and what I create. Dreaming up new changes and bringing them to life fills me with joy and peace. It’s both my sanctuary and my canvas.
Contact Info:
- Website: https://www.souf.shop
- Instagram: @souf.shop
- Other: Pinterest: SOUFshop
Image Credits
model shot by David Siluan
still shots set design by Valeria Quiros ( mas_vale ) & photography by Estudio0 (El Salvador)
other workshop photography by myself Sofia Avila
