Meet Efigenia Guzmán Domínguez | Business Owner

We had the good fortune of connecting with Efigenia Guzmán Domínguez and we’ve shared our conversation below.

Hi Efigenia, we’d love to hear more about how you thought about starting your own business?
The process was a journey, to say the least, but now it’s here to stay. I truly believe con intención was with me subconsciously but was not ready to come out until the timing was right, or as I like to call it, divine timing. Artesanías (artisanal products) have always been an obsession of mine. I am constantly intrigued by who creates the product, the purpose it serves, where it originates from, and its cultural importance. I feel the best way to connect to a product is to honor where it comes from and the process in which it is created.

In 2015, I moved back to the US from México City. I felt lost with no sense of direction or purpose. I started working at another corporate job, feeling that was what I needed to do because it was expected. During that time, I felt an inner desire to do something else—something that would fulfill my soul and allow me to live a purpose-driven life.

I started gratitude walks and prayed daily for a sign from God to show me the “way.” I knew working the average job was not my purpose. It honestly took me years until one day, I came across a website of a product-based business. They had a video explaining why they started their business, and at that moment, I knew that’s what I wanted to do. It deeply resonated with me, and since then, I couldn’t let go of the vision. I didn’t know how my idea was going to come to life, but I just got started. I focused on building relationships with artisans. Every trip to México had a purpose: to make a connection with an artisan and tend to it with care so it could eventually blossom into a relationship. I stepped out of my comfort zone and started to make connections that have led me to create solid relationships, which then led to co-working on creations. I wholeheartedly believe that a business built on trust and authenticity will thrive.

Along with expanding, I needed to find a name that would represent the artisans, my brand, my culture, and myself. Months passed and no name resonated with me until I went to a Reiki session. During that session, I had to close my eyes and take a few deep breaths to relax, and funny enough, a name came to mind: con intención. I sat with that name for a few weeks and tried to explain its purpose to see if it would fit my mission. I did not need to force it to fit. It simply did. It belonged there all along. The English translation means “with intention.” I would consider myself a person driven by intentionality. The intentions behind what we do, say, and feel are immensely important to me. I want my brand/business to be driven by that same feeling: always be intentional about the direction and purpose. I found it appropriate to adopt the name and meaning of my business. I see con intención as ever-evolving, so I expect it to create new stories and meanings in the years to come.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
What sets con intención apart from other businesses is that there is no middleman or additional point of contact in our sourcing process. This means that our products are sourced directly by us from the artisans. When we source products, the artisans set their own prices—we do not barter. Each product has a ripple effect. When you purchase from con intención, you help the artisans create a stream of financial stability. This economic stability creates many opportunities for the artisans, their families, and the community. These opportunities yield a sense of security and freedom for the artisans and their communities.

I am most proud of how my business has grown over time. Over the past two years, I have grown my business by collaborating with several influencers and wholesale partners and expanding my partnerships with more artisans from different regions of México. I am excited to continue growing and hope to make more intentional partnerships.

I am here today because of my incredible support system. Running a business on your own is nearly impossible—you need a community around you. I currently live in México and needed a distribution center in the US–it’s my main target audience. My best friend stepped in as my operations manager, and without her help, I couldn’t run my business. My husband helps me source products; we travel together across México, searching for items to include in my business. Additionally, investing in a coach has been essential for strategic growth. Having a support system is crucial for me.

Stay true to yourself and your vision. Don’t let your vision be impaired by comparison. I had a few businesses copy some of my designs that I collaborated on with artisans. It discouraged me, but I had to recognize that no one could copy my vision. I hold my vision close to my heart.

The thought of con intención started in 2015 and I officially launched in 2022. I was too afraid of failing because I lacked self-trust. I had emergency surgery in early 2022, and that rocked my whole world. I started to analyze my life and look at what areas I needed to change to live a purpose-driven life. I didn’t want to hide anymore. I didn’t want to continue to prepare or wait until I was ready to step into my passion with full force. I needed to take intentional action and give it my all. Life is honestly too short. con intención is an intentional and purpose-driven business. I really want my story to inspire others. Do not put your dreams on pause because life is short and precious. Do what you love and stay intentional throughout your journey.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I live in a very small and rural community in the countryside of Uriangato, Guanajuato, México. With about 500 inhabitants, it’s a place that is very laid back, traditional, and filled with nature. Whenever a friend comes to visit, I love taking them on hikes and a food tour!

We have so many beautiful mountains and lush landscapes. During our hikes, I usually take them up the mountain and to nearby ponds, just to enjoy the tranquility.

During my food tour, I typically start with breakfast at Birria el Nayar, a small local stand just off the side of the road. They have the best birria, which can be ordered as tacos or quesadillas. You can also order the consume which is the savory broth!

For lunch, I recommend the local market of Uriangato. You can find traditional, everyday Mexican dishes like tacos de lomo en chile negro (pulled pork tacos in a spicy black chile sauce), gorditas, sopes, and much more. For dinner, I highly recommend head tacos and head broth at Don Toño. I know it does not sound appetizing, but I promise you they are so tender and flavorful tacos.

For dessert, I recommend Paleteria Las Brisas, a well-known ice cream and popsicle shop in Uriangato. They have so many unique flavors.

Who else deserves some credit and recognition?
There has been one person who has walked with me during this journey and has been my biggest supporter—my best friend, Victoria Johnson. She has been with me from the very beginning, always encouraging me, helping me run my business, and always being someone I can turn to. Without her, my business wouldn’t be where it is today!!

Website: https://www.conintencionmx.com

Instagram: @conintencionmx