"Wherever we go we want to find the theme we carry inside ourselves.”- Graciela Iturbide
Photographer Graciela Iturbide, a renowned Mexican photographer, was known for her work capturing indigenous cultures and traditions in Oaxaca. Her work and ethos resonate with Yasmin Mora, founder of Umaguma Studios, a Mexican-American on a journey of self-discovery, reconnecting her past with her present.
Mora grew up in Bakersfield, CA with her parents who immigrated from Mexico and her three brothers. Being in a traditional Mexican household, characterized by strict Catholic beliefs and a sense of machismo, Mora didn’t feel like she had a voice. Balancing full time work and school, Mora had little space for exploration and stayed the course.
After graduating college, Mora joined a Bay Area tech company and had “made it'', but there was a growing voice inside of her that wanted to reconnect with her Mexican roots and reimagine her culture through her own lens. She turned her dream into a reality and moved to Mexico City. When she arrived, Mora felt an immediate connection to the people, the culture, the openness, and the warmth. She was home.
While living in Mexico, Mora immersed herself in local art and culture. She visited Oaxaca City where she became fascinated by traditional textiles. As her research went deeper, she connected with a Oaxacan wool producer, who naturally dyed the wool with local plants, vegetables, and fruit. Mora felt like she hit gold when she saw this and knew she needed to work with this material.
Traditionally, this wool was woven into Tapetes, traditional rugs used in the home, but Mora devoted herself to modernizing the craft through rug tufting. After months of self-learning on YouTube, Mora began creating her own textiles. Her products are handmade with naturally dyed wool sourced from the Oaxacan producer, each piece taking days to complete. Her designs combine aesthetics and utility with funky patterns inspired by indigenous Mexican symbols and her love for 70s interiors. The vibrant color palette is an expression of the bright and bold clothes, street art, and signs found on every street corner in Mexico.
Launching Umaguma has been a healing experience for Mora. She reclaimed her identity and feels more connected to herself and her family. Reflecting on her journey, Mora shared, “I’ve been putting in the work to come to this point in my life. And now that I’m here, I get it. I feel closer to my ancestors and my abuela. Moving back to Mexico, I feel her presence and energy. I feel reassured that everything’s going to be okay. I can’t imagine not living and breathing this.”
The path has not been easy. When she initially shared her plans of moving back to Mexico with her parents, they were hesitant and confused - they had worked so hard to build a life in the US. However, after they visited Mora in Mexico City and witnessed their daughter’s art and world, they got it.
What strikes me about Mora is how intentional she is about building a modern brand, respecting her heritage, and being open to everything in between. She is chill, laid-back, and exudes a warmth that is infectious. At the same time she is laser focused on what she is creating and the impact she can make.
Umaguma is the undeniable tension and zen of the yin and the yang and Mora weaves it together perfectly. As Mora put it, “I think the beauty about Umaguma and my designs is that they remind people that we're always on this journey - we're always going to be experiencing highs and lows. Life is like a pendulum. It's the law of rhythm. So just flow with it.”
Follow her on Instagram for the latest drops. And if you are in LA, she will have her first exhibit (ever!!) at the LA Design Festival at the ROW DTLA from June 22nd-25th.