SEIBA - THE NAME FOR THE ANCIENT MAYAN'S TREE OF LIFE, WHICH CONNECTED ALL PEOPLE AND PLANES OF EXISTENCE.
Ashley Shoshan is a social entrepreneur, world-traveler, and advocate for indigenous cultures. Her company Seiba seeks to honor and preserve these cultures by creating an outlet for the artisans of these communities to share their craftsmanship with the world.
I came across Ashley at a local event where she had a booth set up for Seiba. I was drawn in by the beauty of the hand-made goods on display, and further enthralled by the story behind them. Ashley explained to me her mission behind Seiba, about her goal to serve as a bridge between cultures and support these indigenous communities. Her business is a true example of the ethics behind the indigenous way of life, one founded on the belief that it is through joining together that we can grow in harmony towards a better world.
Ashley Shoshan is a social entrepreneur, world-traveler, and advocate for indigenous cultures. Her company Seiba seeks to honor and preserve these cultures by creating an outlet for the artisans of these communities to share their craftsmanship with the world.
I came across Ashley at a local event where she had a booth set up for Seiba. I was drawn in by the beauty of the hand-made goods on display, and further enthralled by the story behind them. Ashley explained to me her mission behind Seiba, about her goal to serve as a bridge between cultures and support these indigenous communities. Her business is a true example of the ethics behind the indigenous way of life, one founded on the belief that it is through joining together that we can grow in harmony towards a better world.
- One of the main objectives here at Inspire-Aspire is to discuss how our careers can be a source of personal happiness. What I’ve found in researching this is that the key to happiness is really a pretty exact formula ... and it is definitely related to our career choice. Specifically, this formula is based on the findings of a revolutionary psychologist named Abraham Maslow - a man who spent his life studying happy people - and found that they all had one thing in common: chosen work they found intrinsically self-rewarding and of service. I think your work with Seiba is a great example of this, in that you are doing something you love while also helping others. So I’d like to ask if you’ve found this formula to be true? Do you believe your choice to pursue a conscious career path has provided you with a deeper sense of happiness and personal fulfillment?
Yes, because I think the whole idea of happiness doesn’t just stem from feeling personally fulfilled, you feel it on such a deeper level when you combine it with purpose. I mean, I think you definitely have to love what you’re doing … but to know that I’m helping and part of a cause greater than myself makes me feel it on a much deeper level than success that is just personal. It’s one of the most rewarding things – when you do something you are genuinely passionate about and link that to a purpose you are equally passionate about.
I think that when you’re working towards something that’s greater than yourself or trying to help a culture in need, it’s easier to find happiness in that you find it in even the smallest forms of success. It makes even the tiniest achievements seem that much more meaningful. I mean, there’s a lot of things that can be stressful, but at the end of the day if you can just see that any form of what you’ve done has actually helped or made a difference in some way, it makes you feel like you’re on the right path – that it’s all worthwhile. You know you’re doing the right thing even if at times it seems chaotic. You know as long as you stay true to yourself and your cause you can create more happiness.
And it’s a lasting impression of happiness, it’s not just one that you feel momentarily. You feel it throughout your journey, you feel it every step of the way. To me, that’s one of the most amazing feelings. That even when things get tough, you know you’re fighting for something greater and bigger than yourself – and you know the roots of it and the source of where that happiness comes from.
With what I’m doing in particular, where I’m working with these crafts, these handmade products where you can see the detail, the work, the intricacy in all the designs … you can really feel what you’re creating. Anything Seiba is able to provide for these women in Chiapas has that same feeling – you see what you’re creating, it’s tangible. You see how you’re able to help provide reliable income to their community, how you’re able to help them protect their land and their voice. This creates such a deeper feeling of happiness and satisfaction than I’d imagine it feels like working for a company where you don’t know where the money is going to, or you can’t see directly the results of your work.
Really the most gratifying feeling is to be able to see the work I’m doing create jobs and support the community down there. You see how providing that one job turns into something so much greater, how it has a ripple effect. How then they are able to help their families create a more sustainable way of living and to start building the financial backing needed to protect their land; to continue to keep sacred what’s theirs.
- I think that if more people understood that a conscious career path is something that could benefit them as much as others, it could really change the way the world looks at work … I mean, why not get paid to do what you love and simultaneously help others along the way? It’s really a win-win situation for all. So for women who are interested in pursuing this path, what would you tell them about how to find that passion or cause to move forward with? What was your own experience in coming up with the idea for Seiba?
I was on a backpacking trip through Central and South America when I came across two belts with this amazing weave. I bought both of them and wore them non-stop throughout the rest of my travels. When I got back from the trip I continued to accessorize with the belts, and all these people started coming up to me and asking where they were from and saying how beautiful they were. This made me want to find out more. I mean, I knew the area they came from, but I didn’t know anything about the story. I knew that the belts were handmade, but I didn’t know who made them. And that was really the way I started this journey – I went out in pursuit of the story. What I found was that these weaves were made all over Mexico, but that these particular belts came from Chiapas - an area known for their beautiful embroidery, macramé, and weavings.
So I went down there to speak to the artisans and hear their story. Chiapas is this beautiful community that’s almost untouched by the modern world – one in which they don’t really have the resources to reach the greater parts of the world, but they have this skillset that’s so beautiful, authentic, and real. I felt that there must be something I could do to help them.
I expressed my interest and proved to them I was there for a good reason and wanted to help by taking the time to really connect with their community on an authentic level. I started by trying to understand their culture, their upbringing, their ancestry … everything that makes them who they are. Once you hear them out and listen to what they’re looking for and what their needs are, you can start to see the main issues they face. Then you can really figure out how to help – how this relates to your business plan and what you can offer. When you’re investing so much time into something like this, you want to make sure you’re going about it the right way – that you’re really making them happy and that their needs are met, that you’re making their quality of life better.
I guess from my experience I would say be open to what finds you along the way - take everything in as opportunity. Though this opportunity “found me,” I was definitely already immersed in that kind of mindset at the time. When I first started college though, I didn’t know what I was going to do – I knew that I liked business but I was interested in so many other things that my mind just kind of ran wild. In the beginning you may feel like there’s so many roads with all these different passions and you don’t know which one to take, but just know that if you start to follow one, all of them eventually connect and bring you to where you’re supposed to be. Start broad, and as you try out different projects and maybe work as an intern at some places, you start to see how processes are run and more what each thing is about … you identify with some things and then other things maybe not so much. Everything matters, there’s no “wrong way” … even if you think it was a waste of time or wasn’t the right thing for you, it will probably give you the experience you need to lead you in the right direction.
I think it’s just about being open to everything that comes your way, but also taking initiative and actually learning and researching what you want to get into. Do your research – try to find projects that interest you, what you identify with, what you like. Traveling also opens your perspective and mind, so I think the more you can do that and really take things in – be a sponge, if you will – then you start to see everything start to manifest itself.
For me personally, I worked with the Grameen Bank and also a lot of non-profits while I was in college, and I think that really helped me see what was out there. I also taught English in China … there were so many different little projects I was involved with – some of them that I thought were really amazing and actually going to make change and others where you see there’s not enough actually in place to make the change. So you learn from what you see, you say Okay how can I make this different? What can I do that will actually help target the community more or make a difference? – kind of trial and error. But the most amazing thing is that there’s so many programs out there that can help you figure it out and give you direction. Everyone’s trying to do something to help and we can all learn from each other.
So I’d say try everything. I mean there’s always opportunity – even if it’s just volunteer work, it’s a great opportunity to see where you fit in – if it’s the right fit for you. As you pursue these things you start to find where is the best place to apply your passion, where is best to use it for something you believe in. So that’s kind of how Seiba came about … it started with getting interested in certain things, traveling, studying abroad, and just learning from experience what I was passionate about and where I thought I could help.
- I think the way you made a decision to take action is so important. I think so many people in your shoes would have looked at an opportunity like that and just said, “Oh well, that’s too bad – there’s nothing I can do to help.” … or, “I’m not qualified, I don’t have the resources.” … or any other number of excuses. But you didn’t let those kind of thoughts stop you, you jumped right in and believed in your ability to do something. Where did this confidence come from? What can you tell other women about overcoming self-doubt and taking action on their ideas?
Well I definitely think fear is the one thing that holds you back in all aspects of life, because it’s something that you know is out of your comfort zone and it’s that feeling of the unknown that scares you. But I think if you just have the attitude that you have nothing to lose, you would rather say that you tried something and failed than to not try at all – because then you automatically fail! You just have to take that leap of faith and know that if you have your heart in the right place and you’re trying to create something that’s for the greater good, it will become something that connects people and grows on its own.
And also to remember that feeling fear is normal, I mean, who doesn’t have fear? I think that not feeling fear would be strange, because then it would just be this optimistic perfect world, but really fear is what keeps the drive going – you have to have some form of consequence to propel you forward. But definitely keep it in balance, you want your fear to be a small portion of the big picture, you need to have your courage and confidence in the forefront. A little bit of fear is okay and healthy, but you just don’t want to lead with that or let it prevail.
Often fear is that problem that you always have in the back of your mind that you just don’t want to deal with … but if you acknowledge it and make light of it, you can actually turn it into something positive. And you gain so much confidence from that. Every time I overcome a fear and deal with it, I feel like I’ve achieved something – that I’ve found a solution instead of letting it get the best of me. The point is to face it no matter how scary it may seem, because that’s the first step in overcoming it … rather than ignoring it and letting it linger in the back of your mind. Then it’s not a fear anymore, and now you’re a problem solver.
- Logistically, how did you take action? How did you translate your idea for Seiba into the concrete steps that created the business you have today? I think this is the part many women have trouble with, is turning that idea into reality.
I think my background in business was a big help. When I was in college I was doing business and international studies, and it was really through that, that I got into and began to explore social entrepreneurship. In addition to my background, I also had a lot of mentors that were there for me when it came time to put my idea into action. I think that’s important to remember – to reach out to people, to remember that most people are willing to help you. When you want to start something and you have an idea for the greater good, you’re going to meet multiple people who are actually going to want to help you succeed. So connect with everyone – go to different events, talk to your professors, do internships, tell everyone about your idea and be open to asking for advice.
For me, I would just take in everything I heard and then determine what felt right to me. And nowadays as well there’s a lot of great resources to be able to do things on your own too – I mean like building your own website, or online videos and seminars … so many different platforms out there that are actually catered to helping people start their own businesses. So take advantage of them all. You’ll see as you do that everything starts to get more fine-tuned and your business plan really develops.
I think the trickiest part for me was getting the artisan side figured out, working with these women down in Chiapas where English is not a first language … or even a second or third! And really making sure I was working towards something that was going to benefit them and that they agreed with. That part in itself took a good year and a half to get set up. There is a certain level of trust in all this … you just have to trust that as you move forward with your idea you will figure it out as you go and that people will be willing to help along the way, that is what I’ve found to be true. You’re stronger in numbers; when you build a community you create more trust and you can slowly see things grow from that.
- As a single business owner, I’m sure you’ve faced many obstacles that you’ve had to overcome along the way. I’m curious to know what you’ve learned from these experiences and what can you tell other women about how to move forward and hold your vision even when things aren’t running smoothly?
Well I think you have to definitely not take things personally, you have to kind of grow a tougher exterior. I’m really sensitive, so I usually feel like everything’s my own fault if something goes wrong. But I’m learning to realize business is business and you just can’t take it personally. You have to face whatever problem comes your way with an objective point of view – pick it apart and figure out what you can do to change it, and remember there’s always a solution. And also that you can always get advice. Ask your mom, ask a friend – get their take and perspective and then you can come up with different ways to tackle the situation, how you’re going to make it better.
Look, obstacles are going to come up every single day – there’s a new one, a different one in a different form – sometimes you don’t even realize it’s one … but it always ends up working out as long a you just make the effort to deal with it. Be expressive about it so you don’t feel like you’re dealing with it alone – talk to your girlfriends, your coworkers, a mentor … someone’s opinion that you really value and trust. I have so many people that I feel like if I’m not sure about something or I’m going through a rough time I can go to them for guidance. And sometimes you know you’re going to hear an answer you don’t agree with, but take that in and compare it to maybe an answer your mom gave you … take it all in and see what resonates with you. It’s important to be able to hear constructive criticism as well, you need to see that sometimes you’re running things a certain way and it’s not working, or that maybe there’s a better way of doing it.
You know, businesses aren’t easy. It’s a lot like being on a roller coaster – you’re riding the top and everything’s grand and then all of a sudden you’re at the bottom. In the beginning, it’s so exciting and it’s wonderful to start up, but then you’re going to be faced with all these random problems that you weren’t necessarily anticipating and you just have to be confident that you will be able to work through them. It’s a lot of trial and error, but through that you begin to learn and see what works for you and your business.
I would definitely say though, that throughout it all, the one thing that always keeps me going through the craziness is my loyalty to the women. During tough times, when I remind myself of the overall view of what I’m creating and the purpose behind it, that is what lifts me back up. I know that I’m helping, and I can feel that in my bones. These artisans – the women that I work with and for – are the ones that keep me happy about life when times get tough … because I remember that we’re all in this together, we’re doing this together. I know I’m always fighting for them, and I don’t want to let them down. I try to learn from their example, how they have so little but are still so happy. They live simply, pretty much off the land … the way they live and support one another is just so pure and real. It’s amazing to see, it’s all about community and family. It really helps put things into perspective.
When you think of social entrepreneurs wanting to start their own businesses to help the world, you think about these indigenous cultures and how it’s like we’re almost following their traditional ways, getting back to how things have been throughout time – focusing on that sense of togetherness. It’s all about supporting one another like a family, returning to our roots so that we are able to grow together.
- When obstacles do come up, how do you deal with the feelings that accompany them – feelings we can all relate to like being overwhelmed and stressed. Emotionally and mentally, what do you do to keep yourself grounded?
I’ll go on a hike, listen to good music, go to the beach, meditate … those all help me get clear headed and be more at peace with myself. For me being out in nature or near the ocean really helps me gain perspective. That kind of stuff is so important because you can’t create happiness or support a bigger idea if you’re not happy yourself, so it’s really important to nurture that within. Also sometimes I’ll start writing to get what I’m feeling out, it helps me release my emotions, and then when I see it out on paper I can better assess what’s going on.
- Statistically, the business world is still predominantly male. As a female entrepreneur, what are your thoughts on the benefits the world can gain from having more women in business? From your experience, what unique qualities do women bring to the table?
I think we as women just bring a whole other perspective to the table – different ideas and opinions, different emotions and characteristics, different upbringings and lifestyles. When you combine this with what men have to offer you’re going to get so much more diversity compared to if you’re just heavily focused on one sex, one idea. I think we need that balance in order to have a well-rounded workplace, so we can really relate to society as a whole. It’s how nature is designed – you know your Mom and your Dad created you, it’s that mix of the feminine and masculine that creates harmony.
Down in Chiapas I’ve experienced the advantage of being a woman in that these women trust me more and I can better relate to them. It’s like a sisterhood we’ve created. But in the US, working here with the manufacturers and on the business side, it’s very different. I don’t know if this is so much because I’m a woman or because of my personality, but I’m very much a peacemaker and non-confrontational, so I find that here in the US people can definitely try to take advantage of that in business. But I do think it’s important to fight for what you believe in – you can’t be a pushover – but, I try to do that in a way that feels authentic to me.
- This website is intended to be a source of inspiration for women – by sharing stories like yours, I hope other women are able to figure out what they want to aspire to ... hence the title, Inspire-Aspire! So I’m curious to know what fellow women have inspired you along the way, and what your thoughts are on the importance of role models?
I definitely think we need role models to look up to and help guide us. If you don’t have role models, it can be hard to see what you’re capable of and what’s possible. My mom has always been a role model to me. I feel like I just want to live the way she lives … she’s such a righteous person and always stands up for what’s right, she has such a pure heart in everything she does. She’s someone I really strive to be like.
Also Berta Caceres, an indigenous leader and environmentalist who was recently assassinated for her work. She always fought for what she believed in – she was brave, courageous, and wouldn’t back down … she acknowledged that the work she was doing had high risks but continued to pursue it anyways. These are the kind of people I look up to and say if they can do it, I can do it. I mean, if they’re dealing with these life or death situations and facing them with courage, then I can certainly handle what I’m doing. They’re fighting for something that’s not even about them, they’re fighting for other people and trying to do what’s right.
And Mother Teresa as well. To me, she was such an amazing example of someone who just loved unconditionally, such a pure person with such good intentions. I think that she helped pave the way for so many different changes in our world and she’s just one of those women that stands out to me as far as what I value and look up to. I think that sense of unconditional love is so empowering and admirable.
Also definitely the artisans themselves. They’re really the sweetest, happiest people and when you hear about all the sacrifices they’ve made and the obstacles they face on a daily basis and yet they’re still happy, you see just how selfless they are. They come from such a pure place of love, really focused on caring for their families and each other. You look at that and you’re like, wow that’s just so meaningful – that’s what matters in life.