Seller Handbook

Fashion designer Marta Torres grew up on construction sites. Her mum and dad, an architect and civil engineer, respectively, often worked on projects that took them outside of their home base in San Salvador. Marta and her brother were almost always along for the ride. “At one point I thought I hated architecture because it was what they were always doing and talking about”, Marta says. But over time, she developed an appreciation for the field, even majoring in interior architecture in college.

Marta describes architecture as her second passion though – fashion has been her primary interest since she was young. Coincidentally, this creative outlet has familial roots as well: Her mother, Tita, had a clothing brand in the ‘80s and ‘90s, called Martania. Friends often told Marta that she should launch her own fashion line too, because of her bold and unconventional style, but she wasn’t sure if people would actually wear her designs.

That all changed during Marta’s last year of college, when her interests converged thanks to an unexpected proposal from her mother: What if they started making handbags together? “I’d never made a handbag in my life!” says Marta. “But I said, ‘Sure, let’s see how this works.’” In 2017, the mother-daughter duo launched their Etsy shop, Martania Bags, selling eye-catching accessories that play with unexpected shapes and textures.

Marta cites mid-century modern furniture as an inspiration for their approach to designing each bag’s structure, due to its emphasis on functionality. For example, it was important that the opening for the carton cross-body bags worked like the object it represented rather than simply adding a zip or button closure. “I’m interested in the part of mid-century modern where everything is intertwined”, she says. “The design always works fluently within itself.”

Read on to find out how Marta and Tita encourage each other’s growth, both as makers and business partners, and what they’ve learned about staying true to their creative vision.

An inherited aesthetic

When the two first began collaborating, Marta thought her style was much louder and bolder than her mum’s. Tita ended her solo fashion brand when her daughter was about five years old, so Marta hadn’t seen any of her previous clothing designs. Then, a few months ago, the two stumbled upon some photos from Tita’s days in the fashion world. Marta finally got a look at her mother’s work and she was amazed at what she saw: Tita’s designs were so similar to her own, without Marta ever having seen them.

“If you looked at the pictures together, you’d immediately think I was basing my designs off of hers”, says Marta. “But it just happened.” During Tita’s years running Martania, her style was classic ‘80s: Think bright colours, geometric shapes, and lots of colour-blocking. Marta was always naturally drawn to ‘80s and ‘90s fashions growing up. It was like she and her mother had lived with the same influences and tastes, but at different time periods.

Learning from each other

Despite her adventurous creations in decades past, Tita was initially hesitant to explore more unusual designs. When Marta came up with the mermaid bag concept, her mum loved the look but wasn’t certain that there was a market for it. “She was sceptical about the weird shape, and the novelty of it”, Marta says. “But once she understood the way the piece worked in practice, she liked it a lot.” Tita began to reconnect with her more daring spirit and push the envelope, coming up with lively shapes like the cheerful, glitter-crusted pizza bag.

While Marta emboldens Tita to be more playful, Tita helps Marta to enhance her technical skills. Thanks to her mother’s years of experience, Marta now has a better understanding of bag construction and details of the craft process. “My mother thought about returning to fashion for a while but hadn’t because the industry used to be so different”, she explains. “Back then, if you didn’t have a shop, you weren’t selling.” This generational divide works to their advantage: Marta excels at appealing to their target audience, promoting products online, and using social media; Tita is an expert at production, manufacturing, and selling in-person. Together, they allow each other’s complementary strengths to shine.

Navigating uncertainty

This year has forced the Torreses to be nimble in the face of crisis, as COVID-19 sent El Salvador into lockdown. At first, Marta felt scared for the future of Martania Bags. Would people still buy accessories during a pandemic? Should they even stay open while they were in lockdown? After discussing their options with friends and family, Marta and Tita ultimately decided to keep the online shop open and candidly communicate with their customers about the situation.

To Marta’s surprise, the orders kept coming in. “It felt amazing that people appreciated our work enough that they’d still buy, even though they wouldn’t get their orders immediately”, she says. Not only did Marta and Tita receive much-needed financial support, but they felt more connected to their customers than ever. And having work to do has made a huge difference in Marta's mental state. “I’m happier when I’m creating”, she says. “It gives me a sense of normalcy and hope in these tough times.”

Standing by your brand

As Martania Bags continues to grow, Marta is committed to challenging herself as an artist. While she finds that many fashion brands in El Salvador tend to play it safe, she believes it’s important to stand by your own point of view. “What’s worked for me is staying true to my voice,” she says. “People recognize when your work comes from a genuine place.” If she’s happy with the concept for a product but knows it may not be as marketable, she launches it in a small batch so she can still share her unique perspective with the world.

“You don’t have to go with the status quo to succeed,” says Marta. “I try to have patience and trust that hard work will have its recognition.”

How has someone in your life helped you to grow as a business owner? Share in the comments below.