Elevator Pitch: Crystal and Dale, Co-founders of Fleece Brand ‘ÄYA Alpaca’

In recent years, sustainable luxury fibres and fabrics have garnered increased R&D in the fashion and textiles industries, whether it be cactus leather, sequins made from tree cellulose, or recycled materials. Behind every smart outfit or every effort to decorate a home, consumers are opting out of buying items that are trendy for a season. Instead, they are looking to purchase timeless textiles that can last a lifetime.

According to a report by Research Nester, the alpaca fibre market generated revenue of US$3 billion in 2022 and is projected to grow. The report cites increased demand for eco-friendly, sustainable garments and rising expenditure on luxurious fibres as two growth drivers.

The concept of a lifestyle wellness brand featuring alpaca fibres serendipitously entered the lives of co-founders Dale Hoole and Crystal Chiu after Dale's transformative trip to Peru. It was there he became enamoured with Peruvian culture and handmade goods, including alpaca blankets.

As one of the few animal fibres that is hypoallergenic, alpaca fibre is also soft, itch-free, fire and water-resistant, stain-resistant, and excels at thermoregulation. ÄYA Alpaca aims to educate and share the rich history of Peruvian culture through its handmade goods and supports the Peruvian artisans halfway across the world in their mission. The Beat Asia spoke to Crystal and Dale about their venture, how they were inspired to start the brand, and what lessons they’ve learned along the way.

What’s your 'backstory'? What led you to build a lifestyle wellness brand around Alpaca fleece?

The interesting thing prior to Peru even coming into the picture was that we were both already completely into health and wellness. I had been teaching Yoga for around 11 years and Crystal had worked as a massage therapist for 13 years. Just before we went on our first date I had returned from my first trip to Peru. I had heard about the sacred plant medicine Ayahuasca in the Amazon jungle and I had a burning desire to know who I was experientially and not just intellectually. I left Peru feeling totally reborn.

Before leaving Peru I bought a couple of traditional Peruvian alpaca blankets as gifts for my students as I thought they were so, so pretty, I asked more people if they too wanted one before I left and sent them pictures of the colours and patterns available. Everyone just loved them even before they had properly seen them. After that messaging spree I ended up bringing back 26 in total. And that I guess was where the business began.

Crystal and I had begun seeing each other not many weeks after I returned. It really was not long before she became the other half of the business and then within 6 months Crystal had to do her most important thing yet to date. She had to go to Peru and fall in love with it herself.

Who is ÄYA Alpaca's clientele?

We have always been blessed with a variety of customers who visit our store. We are the only Peruvian store in Hong Kong and we have come to be known as a gift shop with something for everyone. Even the Consul General of Peru comes to us! Some are attracted first by the music we play or the scent of palo santo that is usually burning. Some stop to observe our unique products and shop design. Many are enchanted by the huge alpaca toy display and by the touch, feel and look of the alpaca products.

What pain point is ÄYA Alpaca out to solve in the lifestyle wellness space?

Alpaca is actually the most ethical and sustainable animal fibre on the planet! It’s just that many people in the East don’t know that yet! We want to educate the community and bring them a luxurious, durable and affordable alternative to sheep’s wool and cashmere. We want everyone to know that it is for everybody and every climate - not just cold weather!

Can you share a story about a mistake you made starting ÄYA Alpaca? What lessons did you take away from this?

We have had the most challenges with deliveries and logistics. It’s difficult when all your stock is coming from the other side of the world. ÄYA started at the beginning of the pandemic. So for a couple of years we had government protests in Peru to deal with, and COVID lockdowns in Peru were one of the strictest in the world. Factories were closing and cargo was being delayed all too frequently. Stock was not arriving for important holidays like Christmas, Valentine’s Day and Mother’s Day. This created stress at times. Now we order way in advance and in larger quantities. We won’t make those mistakes again!

Who have been some of your biggest inspirations or mentors? Can you share a time when they made an impact of helped you with the direction of ÄYA Alpaca?

Our biggest inspirations came from the artists themselves. Peru is a country with a rich culture and heritage. This gets lost in the modern world in favour of profit and superficiality. The Peruvians aim to keep their culture, art history and weaving techniques alive. We appreciate their hard work and passion in keeping close to their traditions and wish to help share this with the world too. We want to help share their passions and their culture. Which in turn became our passion. The best thing we can do is to help these artists make what they make and provide an inlet for them to earn a decent and dignified living doing what they do best as opposed to being given charity.

We are also big plant medicine lovers. We believe these plant medicines in the Amazon have not only guided us, taught us but inspired us on a physical and metaphysical level.

Can you share three best pieces of advice that you've collected throughout your career and why they matter to you?

1. Collaborate with people and brands that align with your personal values as well as business values and vision.
2. Don't just sell. Go there, meet people, make real connections, learn something, experience it and let your experience give value to what you are selling. You have to go back to the origin of something to understand it.
3. Believe in your brand, your products, and your vision. We had so many people who tried to discourage us from selling alpaca because ‘Hong Kong doesn’t get cold.’
4. One more. Invest as much as you can back into your business. You need to give it what it needs to grow.

How are you planning to shake things up next?

We want to give back to the country which has given us so much. Alpacas are a significant pillar of cultural identity and economic subsistence. Life is really, really, hard at 4500m plus above sea level. We want to start a project where we can create opportunities for the community in the Peruvian Andes to generate more income. We are also considering a third location in Hong Kong!

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