By Deborah Reed

WKTV Managing Editor

deborah@wktv.org

Featuring over 100 artisans from Mexico, Guelaguetza Designs in Wyoming is more than just a business that sells handmade clothing, jewelry and home decor from Mexico – it is a space to celebrate culture.

Guelaguetza Designs celebrated 20 years of business in September by outgrowing their previous store on DeHoop Avenue and moving to their current, larger location – an 8,000-square-foot building on 28th Street.

But owner Nancy Quero says the grand opening celebration was about more than reaching a milestone, it was about recognizing the impact Guelaguetza Designs has made in the community.

“Our commitment to celebrating culture and traditions has fostered a strong sense of belonging among community members,” Quero said. “We’ve created a space where stories are shared, traditions are honored, and every individual feels valued.”

Hugged by culture

Born and raised in Oaxaca, Mexico, Quero left her mother, brother and two sisters and immigrated to the United States when she was 19 years old, searching for opportunities to help her family.

“My dad died when I was 15,” Quero said. “My mom was struggling a little bit, and this opportunity came to come here. [I came] so I could help my family.”

Once in the U.S., however, Quero missed that connection with her family and culture.

“I felt like there was something missing when I arrived here,” said Quero. “New country, new language, new people. So anytime I used to wear my tops or my dresses, I felt hugged by my culture, I felt hugged by my mom, who made those clothes.”

Recognizing the importance of remaining connected to her heritage, Quero founded Guelaguetza Designs in 2005. Not only did the business keep Quero rooted to her Mexican heritage, it provided a hub where the West Michigan Hispanic business and residential communities could connect with the rich culture of Mexico.

100% authentic

“Everything we sell here is 100% handmade in Mexico,” said Quero.

Collaborating with artisans in Mexico allows Quero to support underserved Mexican workshops by offering fair trade business practices that create sustainable business and preserve native Mexican ancestral techniques.

Many artists Quero collaborated with upon opening Guelaguetza Designs were from workshops her father had partnered with before his death.

“Right now I’m working with the daughters and sons of the people that my dad was working [with], so it’s like a second generation working together,” said Quero.

Finding new workshops, Quero added, is an intricate process.

“We want to make sure that they are the ones who make everything that they sell because we want to make sure that we are sourcing items that are 100% authentic, [and] that we are contributing to those workshops directly,” Quero said. “I ask a lot of questions, [and] I ask for videos if I’m not able to go and visit their workshop.”

Though her mother and siblings are all involved in art and design, Quero admitted her passion lies more with business and relational aspects, similar to her father.

“I was taught how to sew and embroider – the basics,” said Quero, “but that’s something that I do not enjoy as much as talking to the people, selling, being that bridge between those workshops and my community here. That’s what I love, what I enjoy the most.”

A long journey

The journey to becoming a brick-and-mortar business was a long one. Fourteen years, to be exact.

Though Quero began selling handmade products in 2005, the first Guelaguetza Designs brick-and-mortar store did not open until 2019. In the last six years, however, they outgrew the 3,000-square-foot building and moved to their current – and larger – location on 28th Street.

Quero credits her success to awareness of community changes and demand over the years. Those observations led her to develop new business plans and strategies as needed to bring products to those desiring Mexican culture and those wanting to learn about Mexican culture.

“In the last five years, there is a boom of people being curious about Mexico,” said Quero. She went on to say that many people became interested in learning about Día de los Muertos (Day of the Dead) after the release of the animated film Coco. 

Día de los Muertos

Celebrated between Oct. 31-Nov. 2, Día de los Muertos is a festive and colorful holiday where individuals and families remember and honor deceased loved ones.

“It doesn’t matter if you’re not Mexican,” said Quero. “You can still remember; it is very important. That’s why there is a specific date for us to do this.

“Día de los Muertos is about that: remembering all of those who are no longer with us, remembering their lives, their happiness, and everything good they added to our lives.”

During the annual celebration, it is common to create an ofrenda, or altar, to honor loved ones. Many people begin with only flowers and pictures of their loved ones. Over time, they may add water, incense, art, sugar skulls and other elements.

Inside Guelaguetza Designs is an ofrenda with various items and written meanings for each item or element. Quero said this is helpful for patrons who come ready to find items to add to their ofrenda.

“It’s a very nice moment, and I love seeing community come together celebrating this kind of holiday.”

Embracing cultural heritage

Through Guelaguetza Designs, Quero works to inspire youth to embrace their own cultural heritage, learn about the culture and identities of others, and foster a lifelong commitment to cultural awareness and social responsibility.

“It’s very important because it’s part of who we are,” said Quero. “It’s very important that we, as a parent, instill in them that love for our culture – so that when they grow up they can continue it.

“That’s the only way that our heritage and culture can continue going through many years to come.”

Giving back is also at the heart of everything Quero does.

“Anything that we give back – your time, money – it’s important. We love supporting different causes and other nonprofit organizations that align with our mission.”

For more information about Guelaguetza Designs, click here.