Tradition with a Twist
UH Student Gives Traditional Mexican Clothing a Modern Update
Story by Rebeca Hawley I Photography and Layout by Jon Burke
"Instead of victimizing yourself, crying about your situation, make it better. Start something.” This entrepreneurial spirit is what prompted University of Houston student Fatima Gutierrez to take a risk and start her own business.
As a strategic communications major in the Jack J. Valenti School of Communication, part of her degree plan is to complete an internship. While in the process of securing permanent residency in 2019, the native of El Salvador was unable to land one, even while her friends and classmates were sharing their new opportunities. Gutierrez continued to babysit and clean houses with her mother, as she had been doing for years.
“I felt stuck,” she said. “I was sitting there, waiting for something to happen. I thought, ‘this is not what my mom thought I would do.’”
Fatima Gutierrez, strategic communications major
Fatima Gutierrez, strategic communications major
So, she took action and made it happen.
In 2019, she founded Guaraxez, a clothing company named after “huaraches,” Mexican sandals typically made of leather. The impetus for the idea? Traditional sandals lacked modern style, she thought, so Gutierrez began working with manufacturers and artisans in Mexico to offer stylish merchandise with a modern twist.
When she tweeted about her business with photos of her products, she quickly discovered she was onto something big. The tweet garnered more than 28,000 retweets and 56,000 likes.
“Social media is powerful, and it turned out to be a viral tweet. You see it happening to other people, and you never think it will happen to you, until it does.”
Following the publicity, her e-commerce website racked up more than 30,000 visitors the first day she opened the online store. And she sells a lot more than just sandals – dresses, hats, boots, bags, accessories and more. Although her boutique is primarily e-commerce, customers may also visit her business in person at 10175 Harwin Drive, Suite 104 in Southwest Houston.
With hundreds of orders to fill in a fast-paced environment, Gutierrez said she would have failed without the classes she took at UH. While pursuing a minor in technology innovation in the College of Technology, she has learned about logistics, business administration, marketing and e-commerce.
“Somebody who hadn’t learned this would have just freaked out,” she said. Through her classes at Valenti in the College of Liberal Arts and Social Sciences, she learned how to use social media to further her brand and market her business.
Gutierrez and her mother, Mirna Guevara
Gutierrez and her mother, Mirna Guevara
“Social media is powerful, and it turned out to be a viral tweet. You see it happening to other people, and you never think it will happen to you, until it does.”
Gutierrez also feels a duty to honor her mother, Mirna Guevara, by earning a college degree. She and her mother immigrated to the U.S. when she was 12 years old.
“My mother has been an inspiration to me,” Gutierrez said. “She came to this country for me to have a better education. For a lot of first-generation students, we are privileged enough to share our stories. My mom doesn’t have that opportunity, so through me, I’m able to tell her story.”
Gutierrez makes it a point to give credit to the people of Mexico who created and wore huaraches for generations.
“These styles come from indigenous people. We have to respect that,” she said. “I cater to first-generation Latinas. We have items you can wear to a cocktail party or jackets you can wear to work."
Gutierrez learned about logistics and business administration at UH.
Gutierrez learned about logistics and business administration at UH.
While her application for permanent residency was approved earlier this year, she knows some might not be as fortunate. She encourages other immigrant Latinas and Latinos to not let barriers stop them from following their dreams.
“Make your parents proud. Think about the opportunities you have and how they didn’t have those. If there’s not a door to knock on, create your own door, make your own path.”
Gutierrez hopes to keep traditions alive.
Fatima hopes to keep traditions alive.
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