Victoria Aguirre
Victoria Aguirre, founder of Pampa, believes in the value of keeping heritage and tradition alive. Since Pampa’s inception in 2012 the brand has had a single driving purpose – to directly support as many artisans as possible in Argentina.
Photography: Courtesy of Pampa
‘Working closely with artisans in Argentina is the beating heart of Pampa – our social impact is the reason why we do what we do,’ says Victoria Aguirre. Photo: Courtesy of Pampa
H&F: Hi Victoria, tell us about the Pampa journey…
Victoria: We started Pampa in 2013 when we launched our first project by partnering with small Artisan groups in Argentina. We spent our time travelling back and forth to source one-of-a-kind rugs that had been handwoven in their homes. Looking back it was a truly special time, stripped back, raw and authentic, it was a great experience to enter the world that would become Pampa.
Since those smaller times, our range has expanded to include woven throws, cushions, and accessories, all handmade, continuing to hold onto the core values, ensuring all of our homewares are ethical and fairly traded through our direct partnerships.
In the beginning, we learnt how natural dyes, patterns inspired by nature and the traditions of manual weaving were slowly fading away. Pampa was founded with the desire to protect this woven heritage for the next generation.
In 2015 my brother, Manuel, joined the business, becoming the manager of production in Argentina. At the same time, the growth of Pampa allowed us to open our flagship store and design studio in Byron Bay, Australia.
What does a ‘normal’ day at work look like for you?
A normal day starts in my home office, on the phone to our team in Argentina before their day finishes. We arrive by 8am at the Pampa concept store and make a ‘mate’ which is an Argentinean green tea also known as ‘yerba mate’. Once we have greeted our team we read emails, have meetings, style the store, take photos, check new custom rugs. We finish between 4 and 5pm and enjoy a walk at the beach with our dog Poncho, and an early dinner. We tend to finish the day with a little work before bed time as our Argentina team are usually waking up to start their day.
You work closely with artisans in Argentina, why is this partnering so important?
It is the beating heart of Pampa. Our social impact is the reason why we do what we do.
Since starting Pampa in late 2012 we’ve had a single purpose and mission - to support as many artisans as possible from Argentina and work directly with them, no middlemen, to ethically produce high-quality and long-lasting homewares and textiles using noble and sustainable materials.
To work ethically means, to us, that the artisans are working in their own environments in rural Argentina and getting a fair payment, which is above the average wage received by people in their region who are undertaking similar work. We have cultivated a relationship over the years based on trust that we’re proud of. By staying at home they’re helping to preserve their culture, their own heritage, the art of craftsmanship and above all, their communities.
What do you love most about what you do?
Design and photography are my biggest passions, and with Pampa, I get to do this every day. I’m very lucky.
Have you always been passionate about design?
Yes, I’ve been passionate about design since a very young age. My parents gifted me my first camera when I was ten years old, and since then I’ve been observing the world through a lens. I’ve always been interested in art in general and also studied design and photography at university.
“I’m also proud of what we stand for as a brand, team and community. Working together and being a part of the handmade world of ethical practices and continuing to keep ancient traditions alive.”
‘Design and photography are my biggest passions, and with Pampa, I get to do this every day. I’m very lucky,’ says Victoria Aguirre. Photo: Courtesy of Pampa
Do you think that your studio’s location in Byron has shaped the style of the products?
I think Pampa has always had a very individual style, which is mainly shaped from Argentina and our travels, not so much our current home base in Byron Bay. I definitely feel inspired daily by so many creative business owners in and around the Byron shire and the energy the area brings to Pampa.
What is your approach to design and photography – is there a connection in any way?
My approach to design is very much related to the natural landscapes we seek and travel through. As photographers, we’re constantly documenting those places and taking reference from them. We grab shapes, colour palettes and are inspired by thoughts and energy.
Lately, this inspiration has come from shapes and studies from the Bauhaus that was the starting point for the Eclipse Collection that we launched last year.
What’s been your proudest work moment to date?
I would say the social impact we have on our artisan communities would be the first one.
When starting Pampa I would never have imagined that we would grow so much, and especially that our artisans would grow with us. It has been quite the ride and it hasn’t been an easy one. We had to learn how to combine two worlds, mix art with deadlines, and learn to mould together as a team, but we have really created something special, something we’re all really proud of.
What is the best piece of advice you would give to a small homeware business starting out?
I would advise consistency, without sitting down and being focused, things won’t just happen – that’s why it helps to be passionate about what you do.
What’s coming up for Pampa this year?
We’re working on becoming a B Corp business, promoting social and environmental change through positive business practices, as well as many exciting collections launching throughout the year.
