The Andeana brand pays homage to Indiana Jones and the Andes Mountains in Peru, embodying the spirit of adventure with a historical twist…”
Laura Grier, co-founder, Andeana Hats
Los Angeles-based travel photographer Laura Grier is the co-founder of Andeana Hats, a brand that pays homage to Indiana Jones, the film character inspired by Hiram Bingham, who rediscovered Machu Picchu. The essence of Laura’s brand revolves around adventure, exploration, and cultural ties to Peru’s Sacred Valley. In this discussion, we explore the journey of her ethically produced products in Peru and how they resonate within the luxury market globally…
C&B: “Laura, here at City & Beach, we have a profound appreciation for hats; we truly love them. Yours are versatile and look perfect in any setting, whether on the beaches of Tulum or in the mountains of Aspen. What initially inspired you and your co-founder to launch Andeana?”
LG: “Our original mission was to uplift female artisans from poverty in Peru; neither my partner Pats nor I were driven merely by selling hats. Sharing a passion for travel and crafts, we saw an opportunity to export unique hats and weavings from Peru, leveraging Pats’ prior experience in exporting goods from the Amazon…”
C&B: “That’s an incredibly worthy cause. How do you and Pats divide the responsibilities of your brand?”
LG: “As we’re running the company across continents, Pats handles digital marketing, the website, and orders with artisans, while I manage sales, fulfilment, and our visual storytelling. We both thrive on leading workshops and sourcing new artisans in Peru, which maintains the connection with our mission…”
We recently transitioned from a brick-and-mortar store to focusing on online sales. Using my home loft for fulfilment has allowed us to concentrate on what we love most – retreats and festivals – enhancing our brand’s outreach and engagement…”
Laura Grier, co-founder, Andeana Hats
C&B: “Peru is a fascinating country for many reasons. What factors do you consider when selecting the materials used in the creation of your hats?”
LG: “We use traditional Peruvian materials like alpaca wool and palm leaf to honour centuries-old hat-making and weaving techniques, ensuring we preserve and respect local craftsmanship without altering their authentic designs…”
C&B: “In essence, you’re taking what could be considered quite a rustic product and positioning it in the luxury market; how do you go about doing that?”
LG: “Our unique brand story and commitment to empowering indigenous Quechua artisans, promoting sustainability, and cultural preservation through ancient Inca techniques is what makes us stand out. Each hat takes up to three weeks to handcraft, featuring ‘Intention bands’ that carry spiritual significance, allowing wearers to connect with Quechua traditions…”
C&B: “We love that – the luxury market is always looking for something high-quality and unique, with an authentic story behind it. How do you ensure customer satisfaction with the craftsmanship of the hats?”
LG: “As a storyteller and photographer, I engage customers by sharing our artisans’ stories and demonstrating the craftsmanship at private events where customers can experience the uniqueness of our hats firsthand, thereby creating lifelong fans and a deeper appreciation for our work…”
C&B: “Introducing the hats directly to your clients and having them become emotionally involved with the history is truly persuasive. What other strategies have you employed to engage potential customers in the process, encouraging them to invest in one of the Andeana hats?”
LG: “Being present at events and festivals where customers can physically interact with our hats has significantly boosted our brand. Additionally, I am ALWAYS wearing an Andeana hat, so word of mouth, social media, along with being a walking advertisement myself, has been pivotal…”
C&B: “Looking into the future, what goals do you have for the Peruvian people and the legacy of your hats?”
LG: “We recently launched ‘Mayu Mission’, a non-profit to support our Quechua artisans. We aim to empower these women with entrepreneurial skills and digital tools to connect them to global markets. Andeana is more than a hat company – it’s a platform to elevate and enrich women globally!”
*Read about Laura’s photography at our luxury travel magazine http://www.cityandbeachexplore.com
CONTACT: http://www.andeanahats.com
