This Brand Is Setting a Tranquil Tone With Their Decor—and Sparking Conversations

Home Away From Home is a series that spotlights BIPOC brands that are adding a cultural essence to everyday items. This allows anyone to always have a piece of their culture in their own space without ever feeling homesick or out of touch with their roots. We're exploring the stories of the individuals behind the brands that have touched people's hearts through their products and have allowed people to feel at home anywhere.

Each item has its own story and purpose, making them one-of-a-kind since they’re individually made, not mass-produced. By working with artisans from different cultures and villages, CEREMONIA is continuing generational traditions and sparking conversations about how the products were designed and sourced. Carina Santoyo hopes CEREMONIA’s decor brings a sense of tranquility into people’s homes and they are able to appreciate their skilled craftsmanship.

What’s the Story Behind CEREMONIA? What Inspired You to Develop Your Idea?

Carina Santoyo: I’ve always appreciated art, especially when there’s a handmade component and a story behind the piece. I grew up traveling to Mexico and El Salvador to visit family, and we’d go to the markets and always bring back gifts to share. I carried on this tradition when visiting new places as an adult.

In 2014, I found myself in Bali and was drawn in by the culture and artisan way of life. I visited many workshops and connected with different families. Over the years I kept returning to Bali and brought back gifts for family and friends. Eventually, in 2017, I decided to move to go after my dream of creating a global marketplace to share my favorite finds from my travels while providing work to artisan families. 

Where Did the Name CEREMONIA Come From?

CS: I wanted to incorporate my heritage and Latina background, while also honoring the birthplace of the brand. Bali is known for its rich Hindu tradition. As part of their religious and cultural beliefs, they have ceremonies for various milestones. During a ceremony, the entire village shuts down as the act of ceremony takes precedence over everything else. It’s a very special practice that I’ve only ever seen done to that extent in Bali. But I love that, now, I am spending more time in the smaller villages across Mexico where I also see ceremony processions. It makes me realize in the end we are all “same, same, but different.”

What Makes CEREMONIA Different From Other Brands?

CS: There are many beautiful home decor and lifestyle brands in this space. Brands that have amassed large followings and offer much bigger collections than ours. Aside from that, I take pride in the fact that I personally know all the makers and have real relationships with them. There is a lot of soul and heart behind CEREMONIA—and my customers recognize that.

Everything we offer is made in small batches, so each piece is one-of-a-kind. I am personally connected to my brand and every single piece I offer.

I don’t have to give any stakeholders any financial reports. I quantify CEREMONIA’s success beyond financial metrics, it’s more about the relationships I am building and the cultures I am spotlighting. 

Are There Any Specific Materials You Use for Your Products? If so, Is There a Reason Why You Use Them?

CS: In Indonesia, our artisan partners use a lot of rattan, raffia, seagrass, and teakwood, while in Mexico they use clay, marble, palm leaf, and volcanic stone. Each family relies on natural materials that are locally available to them. Some of the families we work with also harvest their own materials. 

Do the Shells From Your Decorative Tassels Have a Specific Meaning?

CS: There’s a lot of artistic influence that seeps into Bali from other Indonesian islands. For example, the shell stands and necklaces are traditionally used in Timor during rituals or as home and body decor, but you see them throughout Bali.

The shells are sourced in Java, where the fishermen sell the shells that are caught in their nets to local craftspeople who either make decorative pieces with them or send them to Bali where they’re made into different handicrafts. 

What Inspires Your Collections?

CS: Some of the pieces in the collection are designed by the artisans, others are collaborations where we work on custom pieces together, and others are my design. I am most inspired by the places I travel to. I’m drawn to earthy and muted tones that evoke feelings of peace and serenity. 

What Was Your Favorite Collection and Why?

CS: While all the collections are special to me, I think all the Mexico collections hold a special place in my heart because of the roots I have there. It makes me really proud to be able to tell stories of the origins of pieces, their traditional use dating back to the pre-hispanic era, and to know that CEREMONIA can contribute to preserving la cultura.  It’s my heritage, so I am happy to contribute my small part by promoting it and sharing it with others.

How Do Your Products Add a Cultural Significance to People’s Homes? 

CS: I’m not working with traditional manufacturers or anything that is mass-produced, so every piece has a story and purpose. These pieces are authentic, made by proud artisans who see their handicrafts as part of their heritage and legacy. By supporting our shop, customers are also helping our artisan partners carry on their traditions.

Can You Talk About How CEREMONIA Works With the Artisans?

CS: I’ve spent a lot of time in Bali since 2014 and lived there for a few years, so during that time, I connected with locals, and sometimes their extended families in the nearby islands of Java and Lombok.

It’s taken me years to build the relationships I have with the artisans I work with. Since 2020, I’ve been spending about half my time in Mexico where I’m developing tight-knit relationships with my artisan partners there. I work in Michoacan, Puebla, and Oaxaca so it’s quite challenging to regularly visit our artisan partners and their workshops.

For the last 3 years, I’ve been driving all around Mexico in search of certain materials or pieces. It’s very important that I work directly with the artisan, and that we get that in-person time together. I appreciate knowing the process, hearing their stories, and seeing them work on our pieces. 

What Have You Enjoyed Most About Starting CEREMONIA?

CS: I take a very journalistic approach when it comes to scouting new regions to work in. I get to travel, I meet a lot of interesting people, and I get invited into their homes to have meals with them and exchange stories.

I really like that I am constantly learning about new materials, traditions, and history, connecting with Indigenous groups that have long been marginalized. I get to hear stories that have been passed down from generation to generation. When things get tough, I go back to my videos of my visits with the artisans, of our conversations. To know I’ve personally built those connections all on my own by just driving around and talking to people, that’s the most rewarding. 

What Kind of Message or Feeling Do You Hope to Translate Through Your Products?

CS: I am often told that CEREMONIA pieces inspire feelings of peace and tranquility. I really appreciate that feedback. I also want customers to feel connected with the fact they’re supporting a small Latina-owned business, the artisans we work with, their families, and their villages since everyone works together. I hope that the pieces can spark conversation.