Things that are very well Made in Mexico have a place in Áurea Concept Store largely thanks to the vision of Rita Naveda who, with her studies in architecture, came from Xalapa to San Miguel and it was here that she pursued her other passions: clothing and jewelry design, thus becoming the patron of local design.
It was in 2017 when they created the First Mexican Design Festival in San Miguel and it was so well received by the public that it took on a digital format and after two years had the opportunity to inhabit a physical space on Calle de Relox #23.
There, the imposing Áurea the mojiganga always greets you, dressed in contemporary fashion without forgetting some purely traditional Mexican and local touches from San Miguel, such as brass accessories. Season after season, the gigantic friend changes her outfit, so it's a tradition to visit her at different times of the year, like Christmas or spring, to see what she's wearing.
Just as the friend of epic proportions combines the avant-garde with the Mexican, so too does the curation of the Concept Store in which they choose Mexican designers with great ideas but who at the same time do not forget their roots.
Another wonderful aspect of the project is that they have their own Hat Bar, a concept where users can go and choose a completely personalized hat, selecting all the elements based on their preference, such as the shape, material, and color. After this, they are entitled to 3 or 5 "toppings" such as feathers, chains, and initials, all while enjoying a delicious mezcal.
Customers leave Áurea extremely happy with a hat that will truly be unique in the world and will also look spectacular, having been advised by specialists in the world of fashion.
This initiative in Áurea has supported more than 500 families, earning them multiple awards, including the very Mexican award, which they are extremely proud of.
They will undoubtedly continue to be an invaluable support for proactive Mexican brands, not only in commercial matters but also in brand positioning and identity, and that is why Áurea Concept Store has always won the heart of Local Guide.
