Kakaw Designs

Kakaw Designs is a social enterprise set-up in 2013 by Guatemalan born Mari Gray. The organization aims to support the long-term development and textile traditions of Guatemala, by connecting “talented artisans in Guatemala to international creatives and handmade appreciators”. Kakaw’s fashion and interior products draw upon traditional techniques and aesthetics, featuring natural dyeing, hand weaving, embroidery and leather work. Products are sold through stores locally in Antigua, to a small number of wholesale clients and online. The company also offers textile tours and classes. Products are designed by Gray and developed in collaboration with individual craftspeople and artisan groups across 12 communities including Corazón del Lago, San Juan Chamelco, Antigua, Sumpango and Tactic. By producing high-quality, ethical and sustainable contemporary products, Kakaw Designs seeks to promote the skilfulness and talent of its textile artisans, placing emphasis on craftsmanship, creativity and innovation.

Digital Literacy and Use | Digital Transition During Covid

Pre-pandemic Kakaw already had an established online presence. This was expanded during Covid to facilitate sales of one-off traditional textiles and clothing produced independently by the artisans. Branded as Artisan Direct, the company invested significant time and resources in selecting, photographing and selling this work alongside their existing product lines. Artisan Direct, in tandem with the provision of online classes – Backstrap Weaving, Brocade Weaving, Pompom Making - attracted new customers, with the cancellation of wholesale orders being mitigated through increased online sales revenue. The digital transition was not without its challenges, particularly the delivery of online workshops, as Gray explained at the time:

“So, it has been difficult to facilitate in terms of internet access and technology and those types of things. It's not always perfect. But I think the people who sign up are patient with us and appreciate a direct video interaction.”

The offering of online workshops as well as the provision of online videos and resources remains following the reintroduction of in-person experiences post-pandemic, and whilst Artisan Direct is no longer available, Kakaw continue to facilitate the purchase of traditional, locally produced items from local textile vendors via their Traditional Textile Sourcing WhatsApp group.

Digital Literacy and Use | Artisan Experience

The digital literacy, experience of working with technologies, and accessibility of devices and wi-fi varies across artisan communities. Evelyn Arevalo, Kakaw’s Operations Manager confirms:

“When you live in a more remote, more rural area, it is very difficult to make that connection with technology, and even though it is now quite popular in many areas, the younger generations are the ones who are more in constant use of cell phones. On the other hand, the [older] ladies really don't, not at all.”

Common barriers to engaging with technology include the cost of devices and internet, unreliability of wi-fi networks, as well as the basic levels of education of some artisans and language barriers for those who speak only their native indigenous language. None of Guatemala’s indigenous languages are represented online in the form of operating systems or digital content. In communities where there are a higher proportion of younger artisans, a greater number are Spanish speakers, have smartphones and are familiar with the internet and WhatsApp.

As community-led artisan groups, that generate sales both by working with Kakaw Designs and independently, some communities have a group email account, but a lack of knowledge inhibits the use of social media as a means of promoting their work. Despite this, through their experience of implementing online classes and Artisan Direct as well as their successful collaborative approach to textile production, Kakaw Designs recognise the potential for training the artisans to create photographic content for use on their website and social media.  

Technology and Training | Intentions + Expectations

Kakaw were awarded funding to deliver training to equip artisans with basic skills to take photographs of their products and crafting process for the website and social media, and to share imagery with the organization. The intention was not purely to train the artisans to take more professional images, but for them to be able to capture the stories behind the making of the textiles and to be able to communicate these image-based narratives from their own perspective. Operations Manager, Evelyn Arevalo, explains the brand’s motivations:

“[…] from each piece that we share, we would like our customers to know the history and also a little of the daily life that they have, because they are people who are quite conscious with the purchase of each of the pieces. Since they are handmade - everything is dyed - so, the whole process is quite complicated. Sometimes the customer doesn't understand and that's why we want to show who the people are and the process of each piece.”

Technology and Training | Delivery + Implementation

The training was delivered over the course of a weekend and was attended by 24 women from two communities. Twenty participants were from the Tactic Group whose artisans consist of a (largely) younger demographic of Spanish speakers. The remaining four participants from the Chamelco Co-operative – where most artisans speak the local Q’eqchi’ language - were the association’s president, treasurer and two board members, who subsequently shared information with other artisans in the community.

Delivered in two parts, by Arevalo (Kakaw Designs) and two external photography instructors Juanco Galich and Lisa Jennings, the training consisted of an introduction to the way the artisans’ photographs would be used by the organization. For Kakaw it was important to explain that the production of photography was “for the benefit of all” to generate “more sales and special orders”. The practical component of the workshop considered the basics of lighting, focus and composition for cell phone photography, with guidelines provided for the artisans to follow. 

Technology and Training | Outcomes + Impacts

Since the training, artisans are taking images, but there are challenges. Those without smartphones or wi-fi, do not have the capacity to easily share the photographs they have taken, as Arevalo highlights:

“I mean, people do not have the tools to be able to do it. So, the fact of taking a picture, they also have to have Internet to be able to send it.”

Furthermore, the cost of sharing images, when using cell phones with contract-free prepaid internet packages, is prohibitive – it is “a very big socio-economic factor”. The lack of experience of engaging with digital content (on social media, via websites etc.), also means that some artisans are unsure of the benefit of taking images and of what is required of them.

There is a reluctance amongst artisans to feature in images. Culturally, “they are shy”, but they are also “wary of ‘outsiders’ taking advantage of them” - there is widespread concern across Guatemala’s indigenous communities about the objectification and misrepresentation of their culture and traditions. Kakaw Designs are conscious of their responsibility to portray its artisans in an ethical and consensual way, as Gray outlines:

“They have a right to know how their products are represented and where, as well as how themselves as the markers and artists behind the pieces that we promote.”

Work continues to build confidence and understanding amongst the artisans, to promote the value of developing photography skills and generating imagery to endorse their work, both as collaborators with Kakaw Designs and as independent makers in their own right.

Future Potential

By acquiring photography skills, Kakaw Designs’ artisans are encouraged to create their own visual narrative with less interference from outsiders, using a medium that transcends language barriers. It is hoped that, at some level, the artisans’ sense of agency might be restored by taking charge of the process of creating photographs that will be used by Kakaw Designs. It does, however, require education, understanding and trust to allow them to effectively harness digital technologies on their own terms and develop the skills to present themselves and their work authentically, and successfully market themselves to an international audience.