The bright magenta floral patterns and tiny wooden handles of Alejandro Martinez’s bags are chic and modern, yet still show elements of the traditional Oaxacan flavor.  Alejandro is one of the 30 artisans of Magia y Color, a Oaxacan artisans cooperative, which began selling their work directly to the public in 2007. The cooperative’s store, a hidden gem on pedestrian Alcala Street, located in downtown Oaxaca City.  Their store has six employees, who not only handle sales, but have their own artistic specialty like Alejandro. 

 
Oaxacan artisans sell their products without intermediaries

Magic and color emanate from each craft representing artisans from 15 different Oaxacan pueblos. The painted wooden dragons, or alebrijes, from artisans in both Arazola and San Martin Tilicajete are distinguished by their colors. The tin boxes, or hojalatas, made by an artist in Xochomilco and the woven wall hangings, or tejas, have both received prizes for their exceptional design and quality.  Each product has a face, and Alejandro tells their stories with pride.  The modern contrasts the traditional, as three small abstract stencil art paintings are strung on the wall. “We also have a contemporary painter in the group,” says Alejandro, smiling.      

Artisans: key to Oaxaca’s economic reactivation

Buying directly from artisans guarantees the quality of the product. “Here the customer knows they are purchasing a quality product without an intermediary.”  This is what makes Magia y Color so unique, and more economical.  The artist sets and receives the full price if their product sells, while Magia y Color marks up only to pay for operational costs. 

The store offers a diverse array of Oaxacan products

Sales this year have dropped 20-30% purely because, people just “don’t want to spend.” says Alejandro. The store made only an average of 120 pesos per day during the past week.  However, the cooperative remains steadfast, with support from the Oaxaca Community Foundation, Alejandro and his 30 other artisan friends have plans to create a little more magic and color in the midst of an unpromising economic future.

The cooperative’s members want to improve on the store’s publicity and have plans to expand their products to include mescal (a traditional Oaxacan alcoholic beverage from the Maguey plant) and chocolates.  In the future their dream is to launch a citywide campaign to raise awareness on the importance of investing in cultural artisan products.