A passion project born from heritage, creativity and a commitment to slow, meaningful fashion.
From a Spark of Inspiration to a Growing Vision
Alejandra Collective began in 2020 from a deep passion for craftsmanship, culture and entrepreneurship—and a very determined push from my husband, Huw Edwards. Huw is an Australian Born and believed in the beauty and potential of introducing South American artistry to Australia—a country where the richness of that culture was still relatively unknown.
He was immediately captivated by the colours, the textures, the uniqueness of the pieces, and the magic behind South American traditions. And I thought—why not? I’d always been drawn to handcrafted luxury. I still remember wearing my brightly coloured mochila bag to school and selling jewellery to friends. I’ve always loved the idea that what you wear is a way of telling your story.
Rooted in Colombian Heritage
Colombia is renowned for its extraordinary textiles and craftsmanship, with over 1,000 Indigenous communities creating their own distinct techniques passed down through generations. My mother, Mirian Díaz, who is originally from the Caribbean coast of northern Colombia, already had connections with artisan families in rural areas. She began visiting them, learning their stories, and sourcing handmade silver jewellery and traditional mochila bags.
We started small, selling at local markets—and the response was overwhelmingly positive. Our customers connected with the authenticity and uniqueness of the pieces, and it became clear there was something truly special about this concept.
From “Continente Dorado” to Alejandra Collective
Our original name, Continente Dorado (which means Continent of Gold), was inspired by pre-Colombian cultures where Indigenous peoples adorned themselves from head to toe in gold. This was their first form of self-expression and craft, and we wanted to honour that legacy.
But as our designs evolved, so did our brand. In 2024, we rebranded as Alejandra Collective—a name that reflects not just my name, but the collaborative nature of our business, the artisans we work with, and the customers we design for. It was not an easy decision, especially after trading for several years under our original name, but it was a necessary one to align with how our products, values, and community had grown.
Designing With Intention
After the pandemic, we noticed our customers were craving more than just beautiful pieces—they wanted customisation. They wanted something personal. So, we began designing mochila bags with detachable straps, allowing customers to mix and match, creating a style that was truly their own.
That same year, we also launched our first leather bucket bag, combining Colombian suede with handwoven crochet straps. These sold out quickly and proved that leather could add not only durability, but a sense of elegance and sophistication to our designs. From there, we started working with leather ateliers in Colombia who shared our values of sustainability, ethical sourcing, and fair labour.
A Hands-On, Human-Centered Approach
In 2022, I travelled to Colombia to visit our artisan partners in person. I toured our jewellery workshop in Mompox, spent time with the palm weavers of Usiacurí, and reconnected with the very people who bring our collections to life.
Alejandra Collective is built on relationships. We work closely with over 200 artisans across 5 workshops, from Wayuu communities in La Guajira to leather craftsmanship. I see the importance of knowing who makes each piece—right down to the supplier who provides the hardware for our bags, the weaver who handcrafts each strap, and the person who assembles the final product.
From Boutique to E-Commerce: A New Chapter
In 2022, we opened our first pop-up boutique at South Melbourne Market. It was an incredible opportunity to connect with customers face-to-face, gather feedback, and improve our designs. But as we grew, it became clear that shifting our focus to online would allow us to scale sustainably and reach more women across Australia.
So, in 2024, we made the tough but strategic decision to close the boutique and reinvest in our e-commerce store. With the guidance of experienced mentors, we are now building a strong digital presence that still carries the warmth and personal touch of our market days.
Our Commitment to Quality and Sustainability
At Alejandra Collective, we’re not about trends or mass production. Our philosophy is rooted in slow fashion and ethical luxury:
- We produce in small batches to ensure quality and reduce waste.
- Our products are crafted to last, using premium materials like by-product leather, recycled silver, and natural Iraca palm.
- Every piece is made with attention to detail—from the hardware to the lining, no element is overlooked.
- We offer limited restocks to maintain exclusivity for our customers.
- Our packaging is recyclable, plastic-free, and designed for reuse.
And most importantly, we believe in fair wages, safe working conditions, and preserving the ancestral knowledge of artisan communities.
Still Hands-On, Still Passionate
As the founder and creative director, I’m still hands-on in every part of the business—from design and production to sales, marketing, and customer service. I know what it takes to bring each product to life and understand the value of every person who plays a role in that process.
Alejandra Collective isn’t just a brand—it’s a story of culture, connection, craftsmanship, and courage. We create accessories with soul, made for women who value authenticity, beauty, and the stories behind the pieces they wear.
Looking Ahead with Heart
Our journey is far from over. Every collection is a new chapter, shaped by our heritage and the incredible hands that craft each piece. Whether you're layering our jewellery or carrying one of our handmade handbags, you're holding something truly rare: a blend of craftsmanship, culture, and soul.
Thank you for being part of our story.
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Learn more about our artisans and our commitment to sustainability here