From Finance to Fabric: Meet Ignacia of Made by Willi

Made by Hand, Worn with Heart: handmade scrunchies and slippers that celebrate Chilean heritage

In a world of fast everything, Ignacia Pineda is slowing things down—in the most beautiful way.

There's something quietly powerful about the handmade. You can feel it in the details, the textures, the care—and you can feel it in Made by Willi, a sweet and soulful boutique dreamed up by Ignacia Pineda. Her colorful scrunchies and slippers bring smiles to all. We got to sit down with her and are excited to share her story and heritage.

ABOUT THE MAKER

Born in Chile, Ignacia’s career began in finance, but a move to the Bay Area led her to reevaluate her path. As a stay-at-home mom, she sought a creative, fulfilling endeavor that could also generate income. That pursuit led to Made by Willi—a boutique rooted in her heritage, where she could share handmade Chilean products while building a meaningful connection with customers.

A Boutique with a Heart: Scrunchies, Slippers, and More

Made by Willi began with warm, cozy slippers lined with sheep’s wool, a staple of Chilean comfort. As demand grew, Ignacia sought a more compact product, the inventory of which would take up less space in her family’s garage. Recognizing the popularity of scrunchies in Chile, she partnered with local artisans—including her mother—to create sustainable, one-of-a-kind scrunchies made from leftover fabrics, each reflecting the colors and textures representative of the Andes.

A Cultural Bridge: Handmade Connections Between Chile and the US

More than just a store, Made by Willi fosters a cultural exchange. Many of the boutique’s artisan partners are women working from home, empowered by the opportunity to contribute to their families. Ignacia, understanding the value of balancing family and creative work, strengthens ties between Chile and the US, preserving heritage while sharing it with a wider audience.

The Joy of Quirky, Fun Products:
What Made by Willi Stands For

Made by Willi is a celebration of joy and self-expression. From oversized scrunchies to cozy slippers, each product carries a playful charm.

“I want people to feel good when they wear something from my boutique,” Ignacia says. “It’s not just a product—it’s a piece of culture, a piece of home.”

With bold colors and nature-inspired designs, her products invite creativity in everyday life. They stand out, reflecting the beauty and unpredictability of life, much like the Andes mountains that inspire them.

At the heart of it all is connection.

“I wanted to create something that felt personal,” Ignacia says. “Something that supports artisans, honors culture, and makes people feel good.” And she’s done just that. Made by Willi isn’t just a shop—it’s a bridge. A way to share a piece of home, wherever home may be.

We first met Ignacia through Duckfeet’s Maker’s Market—and felt an instant kinship. Her love for natural materials, meaningful design, and community echoes everything we believe in. And the feeling was mutual.

“Duckfeet gave me the confidence to believe in my work,” she says. “It reminded me that what I’m doing matters.”

Wrapping it up in a Bow (or scrunchie!) 

Every item from Made by Willi carries Ignacia’s heart and culture. Her boutique stands as a testament to creativity and community. In a world of mass production, Made by Willi reminds us that craftsmanship, culture, and connection bring joy. Through her work, Ignacia continues to share the vibrant spirit of Chile—one scrunchie, one slipper, and one smile at a time.

Her Favorite pair?

These days, you’ll find her in her Blåvands—her go-to style for the California coast. Easy to slip on, built to last, and made with heart—just like everything she creates.

Through Made by Willi, Ignacia continues to weave stories, culture, and care into every product. From a cozy slipper to a bold scrunchy, each piece is a little reminder: handmade matters.

Shop Blåvand

Learn more & Shop Made by Willi

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Written by Chris Brinlee Jr.
Photography by Christine La Photography