From humble beginnings with just $500, Kusi has grown into a luxury brand with a heartfelt mission that extends far beyond profit margins. The company, with a name meaning “happiness” in Quechua, specializes in handcrafted products made from alpaca wool and has established itself in multiple markets across the United States during its five years of operation.
The founder, Diana Siemens, who grew the company in the Master of Business Creation (MBC) program at the University of Utah, grew up in Peru before moving abroad and facing the challenge of learning a new language. She created Kusi with a clear purpose: to help children in Peru receive an education. What began as assistance with books has evolved into ambitions of building schools, while simultaneously introducing authentic Peruvian culture to American consumers.
“It is so rewarding to give back,” said Siemens.
Kusi’s products stand out in the marketplace due to their unique qualities and traditional craftsmanship. The alpaca wool used in their creations is eight times warmer than conventional sheep wool, providing exceptional comfort and quality. Their product line includes ties, socks, and notably soft stuffed animals made with baby alpaca wool. Each item is painstakingly handmade on traditional looms, preserving authentic Peruvian crafting techniques.
The company has achieved significant milestones, including university licensing partnerships and expansion to eleven locations across Idaho, Utah, and New York through both retail and wholesale channels. Their newest location recently opened in Provo Mall, marking another step in their growth journey.
Despite success, the path hasn’t been without obstacles. The founder faced challenges as a female entrepreneur with high standards for her business. When the COVID-19 pandemic threatened operations, creative thinking and persistence helped the company weather the storm.
These experiences have shaped the founder’s business philosophy. “It’s not just about making money; it’s more about treating people with respect and loving what you do,” Siemens said. She emphasized that love is the most important thing she’s learned through her entrepreneurial journey and embraces failure as progress, viewing setbacks as opportunities when seen from a different perspective.
Looking ahead, Kusi aims to secure ten more university licenses and expand their wholesale presence into new states including Arizona and Missouri. Siemens hopes to reach half a million dollars in revenue this year as they continue positioning themselves as a luxury brand with purpose.
Through beautiful, handcrafted products and a commitment to educational initiatives in Peru, Kusi exemplifies how business can be both profitable and purposeful weaving together commerce, culture, and community impact with every item they create. Learn more about Kusi at kusicraft.com.
Kusi sells luxury goods made from alpaca wool.
