OUR FOUNDERS & BRAND EVOLUTION
Griela Pérez - FOUNDER & CREATIVE DIRECTOR of AGUSTINA
Born in Cusco, Griela Pérez is a creator who has turned fashion her language of identity, resilience, and spiritual connection. Her journey began in graphic design and art direction, earning Cum Laude honors at the Toulouse Lautrec School in Lima. However, her greatest learning has come from the field—working with communities, listening to their stories, and understanding the depth of ancestral knowledge. She complemented her education with studies in ethics, fashion anthropology, and marketing, but it was experience and direct contact with artisans and spiritual guides that shaped her vision of fashion as a vehicle for cultural transformation and well-being.
"My mystical journey began thanks to the amautas I have met," says Griela, who has integrated the teachings of Andean sages into her life and work—respecting natural cycles and valuing the balance between humans and their environment. For her, fashion must not only be sustainable but also human—a space where design, history, and well-being come together to create more than just clothing, but an experience of connection with one’s origins.
Her dedication to ethical and sustainable fashion intensified with the birth of her daughter, to whom she instilled a deep pride in her roots from an early age. Today, her team is made up of talented artisans working from their communities in different regions of Peru, in a collaborative and transparent process that strengthens sustainable ecosystems around each collection.
Griela’s work is a tribute to the colors, traditions, and textile heritage of Peru. Her approach has transformed consumption habits, inspiring more women to value locally made pieces with history and purpose. She has presented her creations on international runways and built alliances with renowned sustainable fashion movements abroad, reinforcing her commitment to a more conscious industry.
"For as long as I can remember, I have admired the vibrant colors of my culture and the aesthetics of traditional dress, especially from the Andes. I was born in Cusco, a land blessed with color, where the sky, the landscape, and the people tell stories. Every garment holds a testimony, its colors and forms narrate lived experiences. What inspires me today are the communities—from them, I have learned the essence of true beauty."
Jhasmine Pérez - CO - OWNER & BRAND REPRESENTATIVE
Born in Lima, Jhasmine is a passionate entrepreneur & footwear designer.
With a degree in Business Administration and a Master’s in Marketing in Spain, she brings to Agustina a unique perspective that combines creativity and strategy. Her journey into the world of fashion is deeply rooted in her admiration for the craftsmanship and resilience of Peruvian artisans.
As a footwear designer, Jhasmine merges traditional techniques with contemporary styles, creating pieces that tell stories of heritage, innovation, and sustainability. She firmly believes that small businesses are the backbone of a thriving economy, and through Agustina, she promotes their role in development, preserving traditions, and creating opportunities across the country.
Her commitment to the local economy goes beyond design: she actively collaborates with artisans and small entrepreneurs, empowering them with tools, knowledge, and platforms to showcase their work on global stages. This holistic approach has positioned her as a key figure in sustainable fashion and a vocal advocate for ethical production practices.
“Small businesses not only generate employment, but they also reflect our identity and creativity as a nation. Supporting them means investing in a stronger, more united Peru, where local talent becomes global pride.”
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Over time, AGUSTINA has evolved into a family business. The company is run by sisters Griela and Jhasmine Pérez:
Griela (Art and Design Director by profession) is in charge of the creative aspect, designing and conceptualizing the collections and intervening in production. While Jhasmine (Marketer and Footwear Designer by profession) takes care of marketing, logistics and coordination of international events. Together, they have taken the brand to new horizons, gaining recognition both nationally and internationally.
Today, they both honor the work of the Paredes family, a thriving Cusco family recognized for carrying out family businesses. Eliseo Paredes, his grandfather, was one of the best shoemakers in the city, opening one of the first highly renowned shoe stores in Cusco. In addition, he founded one of the first artisanal tanneries in the city and, later, a soda factory that was also very successful.
