“I started to study economics because I wanted to be a finance girl,” Maria Andrea Hernández admitted, reflecting on 2014, a time before any thought of working in social enterprises. Little did she know that within five years, she would be actively improving social infrastructure and economic marginalization through UMA, an enterprise that connects Peru’s local female artisans with global high-end design markets.
“I noticed that [finance] was not for me. I got to know public economics, which aligned more to my values and my long-term objectives,” Hernández said. “Then, I started to work in public management, [which] was really difficult here in Peru because of the instability and politics.”
Her personal motivation to work within infrastructure was influenced by her upbringing, watching her parents’ relentless efforts to support their family and provide a better life. Her mother separated from her family at the age of 7 and moved to the capital city to work as a babysitter. Her father, born into a family of 10, worked from the age of 6 to support his family selling newspapers in Lima.
“Their stories of overcoming adversity have inspired me to dedicate myself to my country, particularly for those living in poverty,” Hernández said. “As a first-generation university student, I am grateful for the opportunities I have been given and feel a deep sense of responsibility to give back.”
After earning her degree in economics from Universidad del Pacífico, she began working full-time at APOYO Consultoría, Peru’s leading business consulting firm. Working in public management, she was confronted by the effects of gender-based violence, public policies, and weak infrastructure.
“I wanted to do more. I felt that I needed to give back to my country,” Hernández explained. “That’s when we started to think about this project, [UMA], which started as a project from university.”
Along with around 13 other co-founders, Hernández began research across Peru, searching for a way to help poor, victimized regions in Peru. It wasn’t long before they noticed significant data in Ayacucho, a city in Peru.
Every year, thousands of women are victims of violence, with over 30% of the female population having expressed being forced into physical and/or sexual violence. Hernández and her team realized an underlying, important factor in this uptick, especially within rural areas: too many women financially relied on their partners.
“We decided to go there to understand the community, this problem, and to know the artisans,” Hernández said. “We have a lot of visits just to understand what they do and how we can make [artisanship] their first job.”
After months of campaigns, research, incubation programs, and hackathons, UMA was officially established in 2020. Since then, they have empowered over 400 Peruvian female artisans. Just recently, Amazon Handmade selected UMA to join their prestigious artisans-only community. This growth was fueled by the team’s dedication, as well as the rapid adoption of digital platforms during the COVID-19 pandemic.
“In Peru, there was like a boom of social media and all the things that you can sell through e-commerce,” Hernández recalled. “We noticed that this idea was really great and consolidated, and it was time to scale it up.”
During the process of UMA’s growth, Hernández specifically recalls a moment working on a campaign in one of the most impoverished areas of Ayacucho. While speaking with artisans and their families, she realized something profound.
“We were not just helping the artisans to become economically independent. We were also helping them by working with their partners,” Hernández said. “They understand that the work of the artisans is really valuable. They’re accepting that [their partner] is part of the economics of the house.”
This was a significant step in Hernández’s journey, not only in being able to provide financial opportunity, but also in helping the people of Peru rethink gender roles and responsibilities. UMA’s growth represents Hernández’s commitment to her country and its people. As she reflected on her career, she offered this piece of advice:
“Don’t be afraid. Take it easy. I once heard that we can do everything, but not necessarily at the same time,” Hernández said. “That works really well for me, because I want to have everything under control, but it’s almost impossible.”
Outside of UMA, Hernández continues to work as a senior consultant in public management. In the long term, she’d like to become a public leader in Peru and continue scaling UMA’s model globally. Maria Andrea Hernández’s dedication to her family, her county, and the marginalized women of Peru serves as a powerful message that impactful change begins with deep personal commitment.
