Pura Utz means
Pure Quality — Pure Good, Amazing.

Our name carries many meanings and we are proud to live up to this standard of quality, good and a feeling of amazing. All our products are produced to honor and to create a sustainable income for the incredible women.
We call our business 'an empowerment project', because our values reach beyond the wish to create income 

We want to acknowledge the existence and worth of the women we work with, and we want to empower the women who wear our design. 

Designed in Denmark - handmade in Guatemala.


Our Story.

PURA UTZ was founded by Anna in september 2013, where she set off on a journey to create both a meaningful business and path in life. She packed her backpack with the vision of working for the empowerment of Mayan women through design and trade.

When the first thoughts and ideas about the business took form, the name PURA UTZ instantly became Anna's way of refering to the dream and concept as it means 'Pure Quality', but is mostly used as an expression of happiness — like saying 'Amazing'.

And that is exactly the feeling we want to project to you, the world and all the artisans we work with. 

Today we collaborate with individual Mayan women, cooperatives and artisans in different areas of Guatemala, developing high quality designs with the unique indigenous expression of the colorful Mayan culture, suitable for all the people who want to add personality, warmth and uniqueness to their life. 

The business is run by Anna herself, but in close collaboration with the freelance hiring of talented people and of course all the wonderful women in Guatemala who make it possible.


Here's a video — our heart and values.

The beadwork cooperative by Lago de Atítlan consists of these five amazing women — meet them here



Anna —
creative director & founder.


“When I founded PURA UTZ it was a dream of working for the empowerment of the Mayan women through their crafts and skills. For many years I have considered Guatemala my second home. Visiting the country for the first time when I was around eleven years old, proved to create a certain path for me in life so far. Since then I have undertaken numerous travels to Guatemala, working as a volunteer teacher, nurse and eventually doing my thesis on the reproductive health of the Mayan women. Oh yeah – my ‘real’ profession is nursing.

I feel a profound compassion and love for Guatemala — the amazing people, the diverse culture, the endless colors, shapes and forms, the tremendous mountains and volcanoes, the lush forest and jungles, the Mayan religion, the ancient dialects and everything in between the old school buses and corn tortillas. 

PURA UTZ is to me a dream of living a life in close relation to Guatemala. It’s a dream of connecting worlds, it’s a dream of being creative, it’s a dream of making a difference in someone else’s life, it’s a dream of adding warmth and color to Scandinavian homes through sustainable quality design and, furthermore, it’s a dream of honoring ancient weaving craft and traditions — basically it’s a dream of doing and living something I love.

Now that dream is alive and I am so grateful.

Thank you for being here on our website, we hope that you like what you see. Feel welcome to send us a message with anything that’s on your mind, we would love to hear from you.”

Thoughts on empowerment - written by Anna

Our DNA.

we are made of the people.

We want to create value in the lives of the women we work with! All our products are produced to honor and to create a sustainable income for the incredible women and their families.

The obvious value is the income, as one weaving will generate one month worth of salary. But we also want to create value in the form of acknowledgement – showing the women that people all over the world value their weaving skills.

We work with individual women, cooperatives and Non-profit organizations in different parts of Guatemala. 


read more here