{"id":16760,"date":"2015-09-24T22:04:42","date_gmt":"2015-09-25T02:04:42","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=16760"},"modified":"2020-04-03T18:06:50","modified_gmt":"2020-04-03T22:06:50","slug":"pura-patria-the-online-shop-where-everything-comes-from-the-heart","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/pura-patria-the-online-shop-where-everything-comes-from-the-heart","title":{"rendered":"Pura Patria: The online shop where everything comes from the heart"},"content":{"rendered":"<p>Growing up in the Argentinian city of Rosario, Leticia Bordoni always dreamed of living abroad. But she never imagined moving to Amsterdam to set up her business.<\/p>\n<p>\u201cWhen you do something you really like and it comes from the heart, people sense that,\u201d says Bordoni, founder of the online shop <a href=\"http:\/\/www.purapatria.com\/\">Pura Patria<\/a>.<\/p>\n<p>The <a href=\"https:\/\/www.wework.com\/locations\/amsterdam\/weteringschans\">WeWork Weteringschans<\/a> member was inspired to start her business after working for Swatch in Panama. Unhappy at such a large corporation, she decided to focus on her love for fashion.<\/p>\n<p>But what lured her to Holland? While in Panama, she met her Dutch boyfriend, and the two decided to move to Amsterdam.<\/p>\n<p>When Bordoni talks about her business, her eyes light up and her hands fly through the air.<\/p>\n<p><a href=\"https:\/\/www.wework.com\/creator\/wework-creators\/pura-patria-the-online-shop-where-everything-comes-from-the-heart\/attachment\/laeticia-4\/\" rel=\"attachment wp-att-16763\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16763\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/Laeticia-4.jpg?resize=1280%2C853\" alt=\"Leticia Bordini\" width=\"1280\" height=\"853\" \/><\/a><\/p>\n<p>\u201cPura Patria literally means \u2018pure home,\u2019\u201d she explains. In her shop, you can find a wide range of products from her country, all of them made in eco-friendly ways by small-scale designers.<\/p>\n<p>Finding the right designers initially proved to be quite a challenge.<\/p>\n<p>\u201cI spent hours online searching for the right people,\u201d she says. \u201cAnd when I finally sent out my first email, their response was quite unfriendly. I immediately decided against them. The products I sell must come from a good heart\u2014that is as important as the products themselves.\u201d<\/p>\n<p>Her genuine approach has certainly paid off. One year later, designers are calling her. One of them is an architect whose hobby is making lamps from recycled materials. <a href=\"http:\/\/www.purapatria.com\/?portfolio=d-ego-2\">d. EGO<\/a> is now one of many valuable additions to her crew.<\/p>\n<p>Bordoni keeps in close contact with all of the designers, visiting their workshops and keeping up-to-date with their latest work. Her curator in Argentina helps with that.<\/p>\n<p>\u201cI was on a plane to Argentina when I was asked to move seats so an elderly couple could sit next to each other,\u201d she says. \u201cI ended up next to Romina. We talked non-stop for the next 16 hours, and now she works for Pura Patria in Argentina.\u201d<\/p>\n<p>Connecting with Dutch women\u2014her first target market\u2014was initially a challenge for Bordoni. After some mixed results, she discovered that they appreciate the high quality of her products. The fabrics are soft, the jewelry is made from precious metals, and the designs are unique.<\/p>\n<p>But Bordoni says that\u2019s not the only reason for her success.<\/p>\n<p>\u201cPeople don\u2019t just buy the product,\u201d she says. \u201cThey buy the story\u2014how it is produced and by whom. It evokes an emotion, and that engages people.\u201d<\/p>\n<p>Moving from her home office into a WeWork space has made a huge difference as well.<\/p>\n<p>\u201cMy boyfriend told me I became a different person!\u201d she laughs. \u201cBefore, I was always in pajamas. Now I dress up and wear makeup again. Plus meeting new people has been a pleasure and helped me move forward in many ways.\u201d<\/p>\n<p>Bordoni is already connecting with clients in the United Kingdom and Germany, and she\u2019s shipping products from her online shop to boutiques all throughout Europe. Her ultimate dream is to become an agent for her designers, but right now, she seems to be in no rush whatsoever, enjoying every bit of her entrepreneurial journey.<\/p>\n<p><a href=\"https:\/\/www.wework.com\/creator\/wework-creators\/pura-patria-the-online-shop-where-everything-comes-from-the-heart\/attachment\/laeticia-8\/\" rel=\"attachment wp-att-16764\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16764\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/Laeticia-8.jpg?resize=853%2C1280\" alt=\"Pura Patria: The Online Shop Where Everything Comes From the Heart \" width=\"853\" height=\"1280\" \/><\/a><\/p>\n<p>Photographs by\u00a0Marjolein Van der Klaauw<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Growing up in the Argentinian city of Rosario, Leticia Bordoni always dreamed of living abroad. But she never imagined moving to Amsterdam to set up her business. \u201cWhen you do something you really like and it comes from the heart, people sense that,\u201d says Bordoni, founder of the online shop Pura Patria. The WeWork Weteringschans [&hellip;]<\/p>\n","protected":false},"author":1497,"featured_media":16762,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-16760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pura Patria: The online shop where everything comes from the heart<\/title>\n<meta name=\"description\" content=\"\u201cWhen you do something you really like and it comes from the heart, people sense that,\u201d says Leticia Bordoni, founder of the online shop Pura Patria.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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