Juanita Guerra Arellano March 2023

Now I understand that absolutely everything comes from the energy of love, it is a universal law that governs us infallibly, like gravity, like birth and death.

This certainty that accompanies me, was given to me by two things in life: the birth of my daughter, product of an incredible love, and what my company has meant, the creation of my sewing workshop, both for me and for those who have built this magical space, throughout these ten years.

I was inspired to share with others the passion I felt in making original designs for my daughter, my home and my friends. At first they were toys for Emilia, small garments and curious objects to brighten up the kitchen or the bathroom, but soon they became magical bubbles that wanted to express themselves independent of my will.

Originally, I thought it was a hobby, however, I got a great surprise when I felt their unstoppable force, it was like the current of a mountain river after the thaw, the wind that announces spring, or the fire that transforms crystals. I did not fully understand what was taking shape, hidden behind that disjointed set of objects was Juanita’s Nähbox (Juanita’s sewing box), an idea that found its fertile soil and its heart in Graz.

Confessions from nostalgia

My first experience as an entrepreneur taught me that a unique talent, which allowed me to distinguish myself in my profession or in any trade, should be unquestionable, but it was not enough. There were many more factors that determined whether dreams were able to cross the border from fiction to reality.

At a very young age, I set out to enjoy to the fullest everything I did, to dress them with an enthusiasm and passion that would make me unbreakable. So I did, from my childhood amazement in my grandmothers’ sewing room, as an architect and builder in Colombia, my country of origin; through the activities and my taste for nature in the company of my youthful friends, and finally, as a wife, mother and businesswoman in my host country, the amazing Austria.

Another of my life goals has been to understand others, to see myself and others as unique individuals, with particular dreams, but with similar natures; to learn to be empathetic to each life story that connects with me. For example, unlike many, my sewing community does not always want to belong to collectivities identified by global brands. On the contrary, we want to show our identity and authenticity in our multiple expressions.

 

The truth was to mix in a chaotic way, although in reality organized, the ingredients of a good cake (baking is another of my passions): my Latin American roots, the color with which we see the world, the hugs and laughter that are woven there without asking too many permissions, the knowledge of my ancestors; with the balanced way, the resilient history, the peaceful character, the panoramic perception and understanding of seasonal life in Stattegg.

This great mother mass, gave birth to what I call my new era, because through the sewing I discovered how love transforms my thoughts and my hands, into messages made of unique fibers and fabrics, which turn my fantasies into beautiful handcrafted objects capable of uniting cultures with very different idiosyncrasies, and nevertheless, definitely human.

A multicolored hot air balloon

With my imagination I rise from what people confuse with reality, I smile understandingly when I do it, because the confusion comes from their beliefs of impossibility. And in the reality of my workshop there are no limits, just as there are no limits to our ability to imagine.

In my sewing room we do much more than make garments or create projects. In each session, my students (who are my teachers most of the time), and I, learn together to rise above the earth. With our unpublished creation, we give new life to memories, let the rustling and caressing of delicate fabrics from India, the biodiverse looms of America, or European textile artisans infect us.

At the end of the session, a work of art appears, so wonderful and unrepeatable that it is immediately incorporated into the narrative of each life of its creator.

We feel (while the air becomes thinner as we go up more meters from the ground) inside this balloon made of a thousand multicolored scraps, how the slow beats the fast, the attention to the dispersion, the original to the massive, the authenticity to the influence. We also perceive how our fear of unknown ability is transformed into the incomparable thrill of accomplishment.

We learn that there is no more beautiful gift than spending quality time believing in and betting on yourself and new things around the centuries-old tradition of the art of sewing, which, we must recognize, has the beautiful capacity to summon equally feminine and masculine energy around the world.

When I founded my workshop and its workshops, the tradition of sewing ateliers in Graz had disappeared. Today I am happy to know that, inspired by my business model, many others have already opened in the region. The workshops are a work that deserves to be rescued, a knowledge on which we must continue to build our culture, and, according to my own experience, it can become a lucrative business Be- Connected: a philosophy inspired by my little atelier

This tribute that I am allowed to pay for the tenth anniversary of my company is a celebration of tenacity, courage and faith in myself. It is also gratitude to all those who have supported me with their advice, with their confidence in my products and in my desire to contribute knowledge, as well as to achieve new things for the community.

In short, it is a recognition of the vibration of transforming love, because Juanita’s Nähbox, to put it simply, is the reflection of my values, it is my true soul poured into this business seal.

The teachings along the way have been abundant, some necessary for inner growth, and along with the learning, many more achievements and satisfactions, to see the fruits of good projects materialize over time, without excessive challenges.

Through these experiences I have incorporated several of their lessons, which have changed my reality and have made me grow, today they are an integral part of my lifestyle and my thinking. Currently, I share them with my followers on social networks, I call this philosophy “Be-Connected” and here, by way of farewell, I consign some of my favorites.

Act effectively in the face of environmental challenges. The clothes we wear have a significant environmental footprint, from the raw materials, to the water used in their manufacture, to the final disposal of used garments. All of this has an impact on the planet. “The good news is that we can all do our part to mitigate the negative effects, and if we do, with creativity and joy, it will be a big contribution.”

Contribute to the community you belong to. My company has given me great opportunities to understand the culture where I live, it gave me motivation to learn the history and idiosyncrasies of the Austrian people, and so, from understanding and genuine love, I felt truly worthy of being a citizen of this country.

Exercise your leadership, don’t reserve your desire. By the nature of my company’s business I have the opportunity to be involved with the lives, dreams and motivations of the artisans in my community. I allowed my enthusiastic spirit, my desire to always seek win-win deals and the joyful attitude of my Latino heritage to express itself.

This brought the community together and the accomplishments we have had in recent years, such as the growing interest of city halls and chambers of commerce in our interests, have been wonderful.

Always recognize where you come from. My condition as a migrant woman has enriched my life in many ways, it has shown me how strong and adaptable I am, I love my Latin soul and now my identity has been enriched with the valuable contributions of the Austrian culture. With this awareness and a receptive attitude, I found the most effective ways to incorporate myself into an environment in the long term and have the ability to feel this territory as my true home.

The experience has allowed me to share my story and inspire other Latin American migrants around the world.

Trust in yourself and the power of your heart. Everything leads you to a greater destiny when you are connected to the law of love, you can put into words what you feel about life and realize that everything you genuinely set out to achieve, no matter if it seems sane or crazy to others.

My workshop is my magical refuge, my guests come with their childlike eyes, walking through an enchanted forest: the fabrics, threads and ornaments are the trees and plants that offer their fruits, the designs of my products are inspired by elemental beings, elves and fairies; and the stories that we build while we dream and bake become magnificent legends.

Thanks to all of you who have been part of Juanita’s Nähbox story, wonderful experiences are coming! Stay tuned, the next chapter is just beginning. Juanita

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