With 300 dollars and an Instagram account, three Ecuadorians formed a business that now bills more than 180,000 dollars a year

Although design and fashion are subjects that excite Stephanie Benitez, she saw that in Ecuador clothing design was not a profitable career. However, after studying International Business and completing a master’s degree in Communication and Fashion in Spain, he returned to the country with the idea of ​​creating a 100% Ecuadorian fashion brand, whose line of business would be based on digital, with the support of local labor, use of national raw material and aimed at women.

Thus, in 2019, before the pandemic, together with María Gracia Cajas and Martha Herrera, founded TextMe. They started with an investment capital of $300 and an Instagram account from which sales were coordinated.. They did the delivery only in Quito.

“I started with cotton t-shirts, basic t-shirts with female empowerment messages,” says Stephanie. When the pandemic arrived, and with an uncertain scenario, the future of entrepreneurship was not clear; but the brand gained strength in confinement, since sales on-line they went up

“We started making more on-trend t-shirts, which have shoulder pads, and that’s where it all took off. At the same time we did a good job on social networks. The first showroom we made them in my apartment“, Add.

All the profits they made in 2020 were reinvested in the business, even sacrificing their own salaries in order to expand the brand. This paid off, as they closed 2021 billing $180,000. In January and February 2022 they already added $34,000 in sales.

Part of the success, Stephanie indicates, was their bet on digital, since the pandemic took them prepared on social networks and on various services, such as WhatsApp Business: “Now people don’t call so much anymore to make a reservation at a restaurant, for example, but does it from the business website. So, managing Instagram helped us to have a greater reach.”

These are the business ideas that are outlined for 2022 in Ecuador

Another of the issues that favored entrepreneurship was the greater attachment to national brands that the pandemic generated, since, due to confinement, many people who constantly traveled outside the country could not find international clothing brands and sought local options.

TextMe began working with a small craft workshop in the capital that was given the models to make. Now there are six and they are located in Quito, Cotacachi, Machachi and Ibarra. They have made more than 200 models of garments, such as cloth pants, tailored suits, blouses, caps or personalized t-shirts, and they are about to present their line of coats.

Six people work directly for TextMe, and the craft workshops employ about 40 people. Besides, they already have two showroom in Quito and Cumbaya.

Gloria Simbaña, from Print Textil, is one of the artisans who has been working with the enterprise for two years. She affirms that they have liked working with the brand, because they have given “value” to the work of Ecuadorian artisans.

“This is in line with the work philosophy of our company, which is the appreciation of local consumption. For TextMe we create basic styles, knitwear with a brand concept that seeks garments to be worn in any season.”.

Martha Herrera, another of the founders of TextMe, is in charge of customer service and logistics. She affirms that to take care of her clientele they chose a new way to deliver the garments.

“We send in a box, we place a card, flowers, and the garment is scented with the fragrance that we create for the brand. With this we tell the person that he is important to us. Our clients are our replicators. If we do not have the size of a person, we ask the workshop to make it, and this seeks to build brand loyalty”, he points out.

Instagram, Facebook or TikTok: What is the right social network for an entrepreneur?

She says that the idea of ​​perfuming the garments with a fragrance that is characteristic of the brand for them was extremely important, since this gives the business a plus: “At the beginning, people were not used to it. Once a client called me to tell me that the garment was used, because it was scented, and when I explained the strategy, she was happy”.

In addition, for a certain purchase amount or for special occasions, customers are given bottles of alcohol with the brand’s fragrance. Martha says that they now work with two companies for deliveries: one is in charge of national orders and the other only in Quito and the valleys.

Lorena Gutiérrez has been a TextMe customer since the early years and says that what she likes about the brand are the finishes and the texture of the fabric. She indicates that she also supports entrepreneurship, because it is led by women who “are an example” in the world of business and fashion.

“I like to consume what is ours and more if I know that it is made with Ecuadorian hands. The quality of the product is very good and, in fact, it has better finishes than international brands. In addition, it has very competitive prices.”, he indicates.

The Ecuadorian entrepreneur bets on technology: immersive virtual reality in architecture, smart food dispenser for pets or hydraulic press for the agricultural sector

TextMe clothing prices are between $15 and $68.”A blazer from an international brand, much like the one we sell for $68, is $120. Our prices are competitive, and besides, unlike those brands, we know who makes the clothes. Sometimes, it is not known what methods the big brands apply to have competitive prices. We put out a collection every two months, which can be considered slow, but we protect the artisans and the consumersays Stephanie. (I)