Want to buy authentic South American jewellery with a good conscience? Lacrazia founder Naomi Cosgrove tells how her products are infused with fairness and a dose of latin spirit

What inspired you to set up business in ethical jewellery and accessories?
When I first arrived in South America, I realised that everything people say about Latin beauty was true. I believe they have a unique talent on using accessories to impact the style and look they want to achieve, which I have never experienced anywhere else before. After several more trips to this part of the world, I kept seeing this unique and special touch and I decided that the accessories should be explored and made available to women in other countries. I was also fully aware of Latin countries, especially Argentina having lived through severe economic crises, and local artisans needed the help and support to show their designs and talent globally. I didn’t have any previous experience in fashion or design, but having more than eight years’ experience in marketing in the corporate world was a good grounding.

Where did the name Lacrazia come from and what does it mean?
I have a good friend here called Lucrazia, which is a very beautiful latin name. I decided to change the “u” to an “a” to create the word Lacrazia which implies “Latin American craziness”.

How many designers do you work with? Are they all based in Latin America?
I currently work with over six designers in both Argentina and Uruguay, however I am looking to expand across more countries in South America. There is certainly no shortage of talent and willingness here.

What makes Lacrazia different from other fashion and jewellery enterprises? What makes it ethical?
By offering high-quality products and distinctive designs, Lacrazia offers the opportunity for you to look fantastic while also feeling good about yourself and the contributions you are making. I am very proud of the fact that Lacrazia not only gives customers something unique and with a Latino style, but also gives the designers an opportunity they would never otherwise have had. Lacrazia ensures that all designers are paid a fair price for their pieces and their passion for their work is never suppressed nor exploited.

Before starting to work with any of the designers, I developed a relationship with them and discussed the importance of fair trade and my commitment to providing fair prices and good growth opportunities. This firm foundation was critical and ensured them that my business was about bringing positive change, through benefiting their people and communities as well as getting their designs known internationally. I am continuing to encourage this long-term and direct relationship with my designers because I know this connection is a highly effective way to help them to help themselves. This generation of young women definitely cares about social responsibility and high ethical standards and I am proud that Lacrazia is able to reflect their values.

Are Lacrazia products currently stocked in any UK stores or are you solely internet-based?
Lacrazia is only in a few stores in UK as I want to ensure it does not become a “mass” brand. The big focus is the on-line store, so consumers are able to buy directly and benefit from the lower prices and excellent service we provide. I strongly believe in the internet for future businesses and the convenience and flexibility it gives shoppers.

What has been the biggest challenge facing the business so far?
Working within a Latin culture. It is a very different pace and they have very different ways of communicating, to what I am used to. However, I have learnt so much from South Americans; one key message they give is not to worry too much about the future. Life is beautiful and is there to be enjoyed.

You do marketing for a US organic food company on the side. Is this something you plan to continue or would you like to devote more time to Lacrazia in the future?
I still love my marketing consulting and am always looking for more here in South America as it is a huge opportunity region, however I am willing to put in 25 hours a day if Lacrazia needs it.

What advice would you give any independent woman thinking of setting up a new business?
Wow, I could write an essay to respond to that question! Developing and launching Lacrazia has been a huge learning curve for me. A few words of advice from my experiences might be:

  • Ensure you have a support network behind you and good contacts in the industry.

  • Persistence and determination is everything – never stop believing in yourself.

  • Remember to be flexible and adapt the business model as many times as it needs in the first few months or years and always have a clear vision.

Where would you like Lacrazia (and you) to be in five years' time? What would be the ultimate mark of your success?
I would like Lacrazia to have a solid reputation and 100% satisfaction with its loyal customers! The ultimate mark of success would be having a strong, positive word-of- mouth following within the right market and to witness the positive change I have made on the designers lives here in South America. As for me, I can’t imagine moving from this beautiful part of the world [in Montevideo, Uruguay] in the next 10 years. It’s got me! Every weekend feels like a mini holiday, with stunning beaches and horses to ride freely. I recommend anyone visiting to see it first hand. The people really are very special, so warm and open.

Check out Lacrazia's beautiful designs at www.lacrazia.com.