Founded in 1986, Estambres Karina was born from Eloy Cepeda Arvizu’s deep love for tradition and family. Inspired by his mother’s small yarn shop in Puebla, Eloy opened a local store to supply knitting and embroidery materials, supporting small businesses in the region. What began as a way to help her, grew into a mission to empower entrepreneurs across Mexico.
Today, the company remains under Eloy’s guidance, while his son, Germán Cepeda Lestrade, leads its national expansion and brand renewal. As head of growth, Germán is ushering Estambres Karina into a new era—one that honors its roots while embracing innovation.
Estambres Karina is not just a supplier of materials; it is a triple-impact business—commercial, social, and emotional—that specializes in materials for hand weaving and embroidery, with a prominent national and international presence and an omnichannel strategy that encompasses design, distribution, and the promotion of a vibrant community.
Estambres Karina promotes well-being by enhancing psychomotor skills, fostering mental health, bridging generations, and creating economic opportunities, even for vulnerable communities.
“What makes us unique is that we don’t just sell materials: we sell stories. Stories that begin with a ball of yarn and end up transforming lives,” emphasizes Germán.
The initial spark for Estambres Karina came from a shared motivation between two generations: a love of knitting, family, and community. At a time when access to quality materials was a challenge. Years later, Germán felt compelled to honor and renew that legacy when he realized the profound impact that an activity as noble as knitting could have on people’s lives.
From women who find a way to support their families in weaving to children who use it as emotional therapy, weaving revealed itself as a tool for healing and empowerment.
One of the biggest challenges Estambres Karina has faced is breaking down market prejudices. Young designers are creating fashion, men find peace of mind in this activity, and communities generate income and support networks through embroidery.
“The biggest challenge has been changing the perception of fabric. Moving from a product considered ‘old-fashioned’ to a vehicle for innovation, inclusion, and well-being,” says Germán.
At Estambres Karina, the combination of resilience and empathy has been fundamental. Germán explains that running a business means facing constant change, requiring openness to listen to the community, adapt, and build something that is not only economically viable but also resonates emotionally. Beyond margins and KPIs, it is essential to consider the human stories and what the product represents for those who receive or transform it.
For those looking to start their own business or brand, Germán offers essential advice: “Start with purpose. Create something you are truly passionate about and that adds value to the world.”
It is vital to keep your feet on the ground, analyzing costs and measuring results, while keeping in mind the impact you can make. True success comes when the brand represents something bigger than yourself.
“It’s not just about selling, but about building a community around what you do,” Germán says.
Estambres Karina is in the process of expanding into the United States and other countries to connect with more communities, creators, and distributors who want to adopt knitting as a lifestyle. In addition, the company continues its work of donating, strengthening mental health through art, and inspiring stories of resilience.
“We want to position Estambres Karina as one of the most humane, accessible, and committed brands to creativity in America,” Germán points out.
Estambres Karina’s differentiation from its competition lies in the fact that it is an inclusive, empathetic, and approachable brand that does not segment its customers but rather listens to them, trains them, supports them, and knits alongside them.
The Estambres Karina catalog is designed for everyone seeking premium materials. However, its true differentiator is the human support it offers.
“Estambres Karina is not just a brand: it is a community,” Germán emphasizes.
Behind every yarn at Estambres Karina lies the possibility of change. They have witnessed how children improve their psychomotor health, women generate income from home, and entire families come together to create products knitted with love.
“Every story gives us hope, and that is what we want to continue doing: creating a warmer, more resilient, and more united world,” says Germán.
Ready to weave your own story? Explore Estambres Karina’s vibrant community and discover the perfect materials to bring your creative vision to life!
