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How to Build a Brand That Connects and Sells | MADE IN LATAM EP9
Guillermo Rivas, co-founder of the premium flower and gifting e-commerce brand Magia.pe, discusses in this episode how digital marketing transformed his startup into a leading emotional-gifting brand in Lima. He emphasizes that an entrepreneur’s greatest asset is resilience in the face of failure, citing a Valentine’s Day campaign that overwhelmed their logistics but ultimately became a turning point. Rivas highlights the importance of deeply understanding consumer emotions—specifically how Peruvians express feelings—to craft a resonant communication strategy. Expanding into Argentina revealed key cultural differences: Peruvian purchases are romance-driven, while Argentinian customers are more friendship-motivated and spend more per order. Smart strategies, such as adapting to each market and reducing digital ad tax costs, fueled continued growth. The conversation ends on a light note with a discussion of the Peruvian slang “templado,” used to describe being deeply in love.
In this episode, Guillermo Rivas, co-founder of Magia.pe, shares his journey building and leading one of Lima’s best-known premium flower and gifting e-commerce brands. He explains how digital marketing played a key role in turning a small startup into a brand focused on helping people express emotions through meaningful gifts and experiences.
One of the most honest moments in the conversation comes when Guillermo talks about the reality of entrepreneurship. He explains that an entrepreneur’s most valuable asset is not financial capital, but the ability to withstand failure. As an example, he recalls a Valentine’s Day campaign where sales completely exceeded the company’s logistical capacity, putting the future of the business at risk. That experience ultimately became a turning point for the company.
Another key topic in the conversation is how deeply understanding the consumer can make all the difference when building a brand. Guillermo explains that one of the driving forces behind Magia’s growth was identifying how Peruvians express their emotions and turning that insight into a communication strategy that truly connected with people.
The interview also explores Magia’s expansion into the Argentine market. Guillermo reflects on the cultural differences they discovered while trying to connect with this new audience, highlighting that while most purchases in Peru are driven by romance, in Argentina friendship plays a much bigger role and customers tend to spend more per order.
He also shares how adapting the business to each market, combined with smart strategies to reduce digital advertising tax costs, became key factors in the company’s continued growth.
The conversation closes with a lighthearted exchange about local slang, where Guillermo highlights the word “templado” — a popular Peruvian expression often used by customers when talking about being deeply in love or wanting to surprise someone special.
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