Badass Folx In Biz - Kiko Eisner-Waters | The CURA Co.
CURA - A one stop shop to wear and live your values, beautifully.
Ever come across a brand that immediately makes you feel something? (The best brands do this, btw.) After Kiko Eisner-Waters slipped into my DMs last summer, this is exactly what happened when I started scrolling The CURA Co’s insta feed. I thought to myself, “Now, THIS is my kinda store.”
Since then, we’ve worked together on a Copy Consult for her beautiful Shopify site, and, more importantly, I’ve snapped up several irresistible CURA pieces for myself and some lucky friends.
I guess you could say it was love at first scroll.
Everything Kiko is creating with CURA is being done with intention. The word cura comes from the Spanish verb and takes on multiple meanings - to curate and to cure. And that’s exactly what lies at the center of The CURA Co’s message:
“We're here to simplify your values-based lifestyle, making it easier to live in a more equitable, beautiful world. CURA seeks the intersections of beauty, art, equity and impact.”
CURA: artful, ethical, mindful
The CURA Co. isn’t just a shop. It’s a gathering place. A site for conversation, curiosity, and discovery. Somewhere to become more informed about how we can all be buying better - for the planet, and her people. And supporting it all is Kiko’s visionary aesthetic - one that celebrates beauty, conscious design, and artistry.
Kiko inspires me in so many ways: as a business owner, as a creative (she designs her own clothing line for CURA), as an activist, and as a mother. One day I hope to make it out to Seattle to visit with her in person. And, of course, finally step foot inside her gorgeous shop.
I hope you enjoy reading this interview with Kiko and get inspired to visit CURA - either virtually or IRL - yourself! Read to the end to find out how to keep up to date with all of CURA’s exciting events, product launches, and artist spotlights.
Now, let’s dig into the interview…
Your trip to India earlier this year was so inspiring - the photos you shared were breathtaking.
What was one of your most impactful experiences while you were there? And what about India specifically inspires you the most?
Thank you so much for following along, Robyn! I agree it’s a breathtaking experience going to India. The first time I went to India was about 10 years ago & I promised myself if I were ever to have my own business I’d work with the hand block printers of Jaipur, Rajasthan. The art form, the craftsmanship, the colors, the talent captivated me. And this was well before I started thinking about taking on the broken, extractive systems of fashion. My trip to Jaipur this spring was the culmination of a decade-long vision.
In March this year, you celebrated CURA’s 3rd birthday/anniversary. Congratulations!
What have been some of the biggest challenges you’ve faced since opening your doors? And what has surprised you the most?
It’s been a journey, indeed. The biggest challenge to be honest is managing my mindset. It’s critical to keep believing in your big picture & to stay optimistic in the best of times. And the last 2.5 years, well… But what has surprised me the most - no matter the circumstances of the world or business relationships - is my intuition is always my best guide.
When something feels off - even within the paradigm shift we’ve experienced - I still had an inner knowing and when I ignored it, I regretted it. EVERY TIME.
Kiko Eisner-Waters
The community you’ve created around CURA, the products, and the artists you feature feels very special and important. Was this community aspect always in your mind before you opened? Or did this evolve naturally?
Oh that is good to hear, because it is special and important. Community is core to our mission & vision and has been from day one. We were very intentional in leading with that message and the effort to connect in real life. Now we’re in the process of figuring out how to connect more deeply in the digital space.
The CURA Co. brick-and-mortar store, located at 2407 E. Union St, Seattle. But you can shop from anywhere, too!
What was the journey like going from working in the fashion industry to how you live and work now? Is there anything you miss from that time in your life? What lessons have you brought forward to inform your business today?
I’m very grateful for my past experiences, I wouldn’t be here if not for it, though, I do have PTSD from it and I would never sugar coat how bad some of my experience was. But this is also life and we all move forward hopefully wiser and more informed about what not to do! Right?
And still, I do miss a lot, I miss the people I cared about, the enormous talent I had the privilege of working alongside, I miss the financial stability of working for someone else with a budget. I miss designing as my core responsibility, but now I’m trying to build something bigger than myself and I couldn’t do that if not for my past getting me here.
What would you say to someone working in fashion who’s also interested in building a more sustainable and ethical clothing line? What advice would you give?
Look for brands that inspire you, see if they share who their production partners are on their website. If they don’t then reach out to them and ask. If they come back and say it’s proprietary, then I would call that a red flag.
The fashion industry typically functions on scarcity and secrecy. If a brand is truly committed to doing it better, practicing sustainability and elevating the makers they partner with, then they should be transparent on who those partners are.
“If a brand is truly committed to doing it better, practicing sustainability and elevating the makers they partner with, then they should be transparent on who those partners are.”
Also, beware of sustainable fashion consultants who will sell you a list of resources for a fee. Hoarding information for a fee really bothers me. It is not inclusive, it’s exclusive, it’s patriarchy at work and with a little sleuthing there is so much great information to get you started for free!
The Masako Blouse by CURA, in deadstock cotton canvas.
You have a distinct and recognizable aesthetic when it comes to choosing products and brand partnerships.
Where do you source your inspiration from? What and who are some of your biggest style influencers?
Thank you! I describe Cura’s design handwriting as “Wabi-Sabi Glam”. I’m drawn to natural fibers & colors, not too precious with a hint of something shiny and raw.
Gosh, I get inspiration everywhere, my travels, the people I work with, I’m a huge vintage lover, particularly the 70s. If I could have a closet full of Halston, YSL, Norma Kamali that would work for me forever. But I fan girl over contemporary designers, like Rachel Comey, Johanna Ortiz & Mara Hoffman both because I respect their design POV and how they’ve evolved and grown their operations over time.
You find such gorgeous ethical and sustainable makers and artisans to partner with. How do you find them and how do you go about vetting them in terms of their commitments?
Honestly, Google. Its not always easy to find what I’m looking for, but the process of sourcing and vetting isn’t that complicated if you are determined. I have a set of standards and a set of questions, a matrix of sorts. Our partners don’t necessarily hit all of the boxes, but our mix of brands and products are on track & it’s important to promote “progress, not perfection”.
So many of us struggle with anxiety and fear around the climate crisis and ongoing social justice issues.
What are some of the daily practices you have that support your long-term peace and happiness? Would you care to share them?
Gosh, I wish I had a good, consistent practice to share, but here are 2 general practices.
Rest to Resist - Give yourself permission to turn it off and tune it out. It’s something we say a lot at Cura.
Connect to Combat - Reach out to your friend group. Don’t do overwhelm alone. I’ve a lot of spiritually evolved women in my life that I lean on ALL THE TIME. Without them, I would be a puddle in the corner under layers of blankets and noise canceling headphones.
What are you reading right now? What book could you never live without? And is there a book that changed you somehow?
Truth, I’m always reading several books at once aka ADHD.
At the moment on my bed stand:
The Year of Magical Thinking – Joan Didion
Lead from the Outside – Stacy Abrams
Consumed – Aja Barber
I am Invincible – Norma Kamali
Book I cannot live without–hmm, there isn’t only one, but I will tell you I adore Lindy West’s memoir, Shrill. If you haven’t read it, do yourself a solid. She’s brilliant and hilarious and as real as they get. You will learn a lot and perhaps, pee your pants because it’s that funny.
As a mother and daughter, too, your post about when your daughter was leaving on her adventures on your mother’s birthday really moved me.
How have you passed on your values - as a business owner and a mother - to her?
Thank you! I think we pass our values on to our children by how we treat others, how we treat them & how we treat ourselves. It doesn’t start or end with business and life - they are one.
Left to right: Three generations. Kiko with her mother, Tomoko, and her daughter, Sophia, all wearing pieces from CURA’s own sustainable apparel collection.
And what values have you carried forward from your own mother?
My mother taught me how to work with purpose & that love is the salve. My mother’s love is something to behold….I’m very, very lucky to be her daughter.
Kiko and Tomoko
Kiko - thank you so much for your time and for sharing your vision.
Can’t wait to visit you someday!
As ever, thank you for reading! Kiko and I would love to hear your thoughts and responses in the comments.
If you’d like to stay in the know about all things CURA, sign up to their mailing list on their homepage. When you do, you get 10% off your first order!
CURA’s Journal is brimming with inspiring recs, stories, and guides. You’ll find thoughtfully written articles on everything from zero-waste living to mindfulness training. Great for a lazy Sunday binge-reading sesh.
And don’t forget to follow along on all these awesome platforms, too:
Go show CURA some love on Instagram.
Start a CURA-inspired board on Pinterest.
Like CURA on Facebook.
Of course I’ll be thinking of CURA as I begin preparing for the holiday season. I’ve already purchased several gifts for friends and biz partners because I know I can feel good about what I’m buying whenever I shop there. Just sayin’, y’all! Hehehe.