Siempre Viva — Interview with Sally January

“There is nothing more inspiring to me than a hard-working woman who doesn’t let anything stop her,” said Sally January, owner of local boutique Siempre Viva. “I’ve had a few indigenous women show me this example in such a graceful way—their attitude inspires me to use my gifts and privilege in the best way possible.”

After living and studying abroad in Mexico, January fell in love with the culture and felt inclined to create positive change for women. Through graduate school and life experiences, she realized that the best way to create opportunity is through sustainable access to employment. “It was simple,” January said. “If I could perfect my retail skills state-side, I could empower more women—and then my passion for retail was born.” 

Now, January has two Siempre Viva locations (Norman and Beaver Creek, Colorado), both filled with colorful hues and purposeful, sustainable clothing. Here, we chat with January about providing work opportunities for women, the fight against fast fashion, and monochromatic fall trends.

What is your background in fashion and retail? What really began your love for fashion? 

My passion for retail grew out of my passion to give sustainable employment to artisans in Mexico. I spent many of my teenage years living in Mexico and falling in love with the culture. I was able to spend a lot of time in a few indigenous villages that had a profound impact on my life. I came back to the states with a yearning to help create change. 

When and where did you open the first Siempre Viva Shop? What led you to opening it? 

My very first store was opened in 2015 because I won free rent in a contest. I pitched my concept to a group of developers who believed in me, giving me my very first opportunity to show to myself that I could do it. My store was in Automobile Alley for two and a half years before relocating to Brookhaven Village in Norman this past February. I also opened a second location in my favorite place on earth, Beaver Creek, Colorado. 

What’s the story behind the store name? 

Siempre Viva means "always alive" when directly translated, or "succulent" in Spanish. For me, the name reminds me to always be present in the moment. Succulents are known to be hard to kill, with a strong will to live—that couldn't be more me.

What brought you to Mexico, and what do you enjoy most about Mexican culture and style? 

I first went on a study abroad in high school, and I could never get enough. In a place where I was more vulnerable than I have ever been in my life, the group of friends I made chose to lift me up, teach me, educate me, and most of all, accept me. There is nothing I could ever do to repay Colima for the eye-opening it gave me at such a young age. Siempre Viva is my life testament to give back and live to the fullest. 

Can you explain how you source pieces and items for the shop? 

I collaborate with artisans who already have a skill in a particular area, whether it be weaving, sewing, leather working, etc. We work together to design patterns that I believe will be most appealing to my customers. We have a formula we use from the Fair Trade Federation that helps us come up with a fair cost for the item while honoring fair pay to the artisans, based on where they live. 

I’ve read that you provide employment opportunities for women in Mexico. Can you explain that process? 

My goal is to provide sustainable access to women in Mexico—meaning, when I hire a woman to work for me, I want that person to be able to rely on consistent employment so that they can use the income to better their families how they see fit. It is also important to me that the women are doing jobs that empower them and give them dignity. Most of the women openly share how proud they are to share their craft with the outside world. 

What is the mission and purpose behind Siempre Viva? 

The mission of Siempre Viva is to empower women through ethically made clothing and gifts, while providing an uplifting experience. Since I began, I wanted to show myself that though I may not be a millionaire, small changes over time can create real positive outcomes in the communities in which I work. 

Where do you see Siempre Viva in five years? What’s your ultimate goal with the company? 

I would like to continue to grow our retail side of the business, which will allow me to sustainably employ artisans. My ultimate goal is not only to empower artisans, but also to educate my customer base about how powerful their spending power can be. By choosing to support other companies who give back or take on similar business models, I can further my goal of providing employment to artisans across the globe. 

Any changes you’d like to see within the retail industry? 

My biggest fight is against fast fashion. About 99% of the boutiques that I compete with buy items at a very low price, mark it way up, and then have huge sales to give the impression of a good deal. However, this cycle causes massive transparency and disassociation issues in how those items were made. I want to connect my customer with the person who made their clothes so that they have a personal interest in wearing them. 

Any fall trends to be on the lookout for? 

COVID-Chic is the name of the game this year. Watch out for monochromatic jogger outfits and casual denim in the fall! 

photos by Sally January