THE MAGIC OF INSTAGRAM
Memorable Stories
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Instagram has been key to FOFA’s efforts to help artesanos weather the pandemic. Otto Piron (@ottopiron_photos) -- our Instagram consultant and photographer of FOFA’s 2013, 2016 and 2018 catalogs – nurtured what was a near non-entity of 15 posts and 115 followers in June, 2020 into a flourishing enterprise in mid-March, 2022 of 579 posts and over 3460 followers, and still counting. Demonstrating unending generosity and creativity, Otto has mounted exhibitions organized by FOFA board members and teachers of our remote sales workshops. He has responded to countless queries that come in through Instagram, selected much of its content, and enhanced the images posted. When time permits, Otto’s “side project” (his term) is to browse through FOFA’s thousands of followers searching for online and brick and mortar businesses and serious collectors with whom to communicate in the service of enhancing artesanos’ sales. In addition, he has taught FOFA’s board members how to expand our horizons for helping artesanos increase their sales via Instagram.
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Here are just a few of the memorable stories of FOFA’s experience with Instagram over the past two years:
Instagram Sale Opens a New Chapter in the Life of a Young Artesano and his Family
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Ricardo Martínez of Teotitlán del Valle learned about FOFA’s Instagram while surfing his pueblo’s website. When he asked fellow weavers about our organization, he learned that quite a few had participated in opportunity-opening contests about which he had not known. Noticing that an array of folk art pieces were featured on Instagram, Ricardo contacted Otto to request that his tapete be posted, which Otto did in early May, 2021. |
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A FOFA member, New York psychoanalyst Daniella Lukashok, and her architect husband Michael Plottel, were captivated by this image. They inquired about the possibility of commissioning a larger version by Ricardo for a particular spot in their country home. This was the beginning of an exquisite, months-long process of dialogue -- shepherded by Amy Mulvihill, FOFA’s Vice President -- about the design and production of a magnificent 9 x 12 foot rug. Dr. Lukashok shared photos of a tapete she saw when visiting Oaxaca years before, one whose pattern – the traditional design caracol (snail) -- she found particularly appealing. Ricardo incorporated this pattern and created sketches of it with colors requested by the clients – ones central to his posted tapete -- that had caught their eyes. Once the design and colors were agreed upon, Ricardo began weaving the tapete, sending “progress reports” every few months in the form of photos.
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This documentation even extended to a photo of the rug packed for shipping to the U.S. |
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Finally, here is the tapete gracing its new home:
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When Amy Mulvihill visited Ricardo in August, 2021, shortly after the rug was completed and shipped, she was amazed to learn that the person who had collaborated with her so responsibly was only 19 years old! It was also remarkable for such a young person to demonstrate a sense of future goal-orientation: to invest in a workshop, rather than a treasured personal possession. Ricardo explained: |
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You don’t know this but my father and I rent space with two looms, since we have not had the means to establish our own workshop. Creating this very large rug for a US client, afforded us the opportunity to purchase the equipment and supplies to launch our own workshop.
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Supplies Ricardo purchased to build the Martinez’s workshop |
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Artwork Rarely Sent to International
Clients Due to Its Fragility
Weathers Travel by Plane, Land, and Boat
Figures and assemblages created from dried flowers (“flores inmortales”) are a traditional Oaxacan craft practiced for generations in the pueblo of San Antonino Castillo Velasco. Because of the fragility of these figures, it is rare for collectors to consider purchasing them. Instead such exemplary pieces are often used by local families for religious and other celebrations.
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Monserrat Raymundo Sánchez
with her COVID-19 Instagram Exhibition Piece
An exception to this rule was Kaaren Slawson, a resident of Orcas Island off the coast of the state of Washington. Charmed by the piece Monserrat Raymundo Sánchez created for FOFA’s COVID-19 Instagram exhibition early in the pandemic, “There is Hope in My Community” -- and also by Monserrat’s eloquent expression of her feelings about the pandemic’s effect on the world, her community, and her family -- Kaaren was willing to gamble. Monserrat wrote:
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"Stay home," the words we constantly hear. The pandemic is affecting the whole world. In my community and in my family this situation makes us feel sad and frustrated, but we have not stopped creating. In my piece I portray a door that represents the barrier not to leave home. My father goes shopping and harvesting flowers, while my mother, sister and I stay at home working with dried flowers; outside the door is a basket of beans, pumpkin seeds and corn that represent the mutual aid system in the community. |
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Kaaren fully understood the risks explained by Amy Mulvihill who helped arrange the purchase. Kaaren’s generosity of spirit was evident; even if the piece did not reach her in good condition, she would have supported this talented artesana.
Monserrat approached the challenge of packing her sculpture with enormous ambition, perseverance and ingenuity, spending days consulting with Diego Morales (one of two instructors of remote sales workshops sponsored by FOFA) to create impeccable protection that had to endure a combination of ground transportation, air travel and ferry. She also produced a thank you note for her client.
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Kaaren, who opened the package with great anticipation, enthusiastically and good-naturedly reported to Amy on the successful outcome: |
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AND the piece is out. She [Monserrat] could have packed a Murano glass chandelier, it was so well done! There were 3 tiny, tiny white flowers loose, but with their pins still in, it was easy to put them back in the women’s blouses. I found a perfect place for it. So we couldn’t be happier. Thanks so much for facilitating this. |
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Note from Monserrat enclosed in the package |
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Monserrat’s piece displayed in its new home in Orcas Island, Washington State |
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European Style Transmitted to Oaxaca
via Instagram
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Balbina working in her yard today
Balbina Mendoza Navarro -- who weaves cotton belts, bags, backpacks, placemats, table runners and more on a back strap loom in the longstanding tradition of her pueblo of Santo Tomás Jalieza. Having begun at the early age of 3, she has blossomed as a promoter of her work.
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Balbina weaving at the age of 3
Having taken full advantage of FOFA’s remote sales workshop introduced during the pandemic, she has created an attractive logo, a business card, and an illustrated thank you note that accompanies art she ships. Most important of all, she vigorously manages an Instagram account that currently has 811 followers, regularly displaying her work in remarkable photographic images with skills learned in the workshop.
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When we first met Balbina nearly a decade ago as a participant in FOFA’s young artists’ contests, her family’s sales were conducted from the workshop that she shared with her mother, aunts and grandmother. Only on rare occasions did she correspond with potential clients, and when she did, it was via her aunt’s email account. Now, armed with skills and business savvy learned in the remote sales workshop, Balbina has developed a robust international clientele in countries such as Germany, Italy, the United Kingdom and Japan! Orders have come in from U.S. states of California, Texas, Las Vegas, New York and North Carolina, as well as from within Mexico: Tiajuana, Nayarit, Cancun and Mexico City. When Balbina and her husband cannot fulfill the volume of orders she receives, her aunts and grandmother pitch in. |
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Balbina’s aunts weaving
Balbina is a young woman who continually strives to enhance her repertoire artistically and in social media. She most recently distinguished herself by studying photos of merchandise displays sent to her by a German client, and incorporated the stylish and sophisticated approaches she noted to create remarkable displays of her own pieces.
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Please consider supporting FOFA's ongoing efforts to enable talented young Oaxacan folk artists to achieve their dreams and maintain sustainable livelihoods.
For a comprehensive look at FOFA's programs, visit our website at: www.fofa.us
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Thank you!
www.fofa.us info@fofa.us
275 Central Park West, #1-C New York, New York 10024
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