The rise of women-led start-ups was fueled by the pandemic and has not stopped. Today, 70% of Peruvian micro and small businesses are led by women, according to the Small Business Guild (COPE) of the Chamber of Commerce of Lima (CCL).
“(In 2020) many people began to telecommute and dedicate more time to their hobbies, to the things they liked to do in their spare time. As time lent itself, many people began to undertake, especially women”, explains Marcela Garcés, director of La Feria.
Garcés maintains that, although the Peruvian labor market is still very unequal, not necessarily the women they choose to have their business due to lack of opportunities; in fact, many of them have a job, but find in these businesses a way to do something they are passionate about and earn extra money.
By 2023, in Peru there are more than 102,000 formal entrepreneurs, which generate 340,000 direct jobs, according to the Ministry of Production (Produce).
Women between the ages of 20 and 34 are the ones who undertake the most and represent 53% of the female entrepreneurial ecosystem in the country. In addition, in 21 regions of Peru, they are the leaders of these businesswhile only in Cajamarca, Apurímac, Huánuco and Áncash did men have a greater preponderance in managing enterprises.
Almost eternal. The flowers that María Claudia makes can last for years and have unique aromas. Photo: diffusion
“This not only represents a unique opportunity for the economy, but it also help empower them and to reduce the gender gap in the business sphere”, says Garcés.
Another feature of the businesswomen is that they have studies related to graphic design, fashion, communication, marketing, pastry and cooking.
Such is the case of María Claudia Alvildo (34), a fashion designer by profession who worked in the corporate sector until 2017, the year in which she decided to be independent and opened a cell phone accessories store. In the pandemic she had to shut down, which left her with a lot of free time, and she thought she could create a new brand of something she could do from home.
Reviewing decoration trends, he opted to manufacture soy candles, but two months later he had to quit to resume his business. In 2022, he decided to try his Holy Home brand again, but this time selling something new: flavored dried flowers.
“I saw that there were already many brands of candles on the market. So I said, ‘No, I want to do something a little more innovative, handmade, beautiful and that smells delicious’. In Peru, not much has been covered in this category, which is why I decided to work with dried flowers”, he says.
From having zero knowledge of the subject, she is now an expert. She has her own website and a workshop where she employs two people full time to fill orders from companies, from individuals for private events such as birthday parties and baby showers, as well as individual gifts.
Although he continues with his other business, his venture gives him an additional income that he does not intend to leave, since he plans to have his own showroom, a space that opens on certain dates to receive the public. Although the economic context It is not the best, its motto is “the best moment to innovate is the moment of crisis”.
For her part, Eva Venegas (32) is a commercial manager in her family’s company dedicated to the textile industry. During the pandemic they had to start selling masks, coveralls and those types of garments that demand demanded. Eva herself remembers that there was a loungewear boom, which are comfortable garments more related to rest, which motivated her to launch her own clothing brand: Veneva.
“Three years later we are already a sustainable fashion brand, 100% Peruvian; We have already consolidated a company that invoices three figures”, he specifies.
He assures that his knowledge in digital marketing and sales were essential to position his brand in such a short time, since all sales are online and this year they began to export to Chile and the United States. Its sales are both wholesale and retail, and its main sales channel is WhatsApp Business.
Eva adds that it is a very big challenge, since there is a lot of unfair competition, since a large number of Chinese fabrics enter the market; however, she bets on Peruvian pima cotton, which provides the differential value to her brand.
“All the clothes they are limited edition. The same garment is never repeated and they are so durable that you can inherit them ”, he concludes.
Fair of entrepreneurs this 22 and 23
The fair throws Empowered and Entrepreneurialan initiative carried out for the first time in Peru that will promote all those brands made by and for women.
It will have a Parisian style so that attendees can take pictures, there will be live music, a stand-up show, games for children, among other free activities.
They hope to bring together more than 90 brands in the Hotel Country Club for two consecutive days: Saturday July 22 and Sunday July 23 from 12 pm to 9 pm For the National Holidays, these businesses will be able to increase their sales up to 20%.
Income. In 2019, the turnover amounts in companies led by women were 16.2% below those in ventures led by men. But the situation was reversed in 2020.
Limit. 7 out of 10 ventures new does not exceed the year.
Alia is a professional author and journalist, working at 247 news agency. She writes on various topics from economy news to general interest pieces, providing readers with relevant and informative content. With years of experience, she brings a unique perspective and in-depth analysis to her work.