Troquer, a pioneer in the pre-loved luxury fashion industry in Mexico was created by Lucía Martínez-Ostos and Ytzia Belausteguigoitia Tron. Their vision and strategy revolutionized the way second-hand fashion is perceived and consumed in Mexico. Get to know the founders, their inspiration and the key to their success.
Name: Lucía Martínez-Ostos
Instagram: @lucapri @troquermx
Website: troquer.com.mx
Title: Co-Founder & Chief Growth Officer
City you live in: Mexico City
Most recent city I visited… Oaxaca City
A typical day in my life includes… exercise, shower, coffee, Google Meets, hugs and kisses.
I was born… In London
When I was younger, I wanted to be…A ballerina
My first job was… at Mexico’s Presidency office.
My favorite thing about traveling is… feeling like a local. Visiting local shops, galleries and restaurants.
I’m currently listening to… Kings of Convenience
If I could have dinner with anyone, it would be… with Steve Jobs (rest in peace)
One thing I cannot travel without… my laptop and underwear 😉
I’m inspired by… life analogies
If I could change anything in the world, it would be… ignorance, greed and cruelty,
The perfect day would be… chilling out with my family, baking something delicious, with my favorite music in the background (some dancing involved).
My favorite place I’ve visited… My mothers best friend’s house in Peebles, Scotland
My top 3 bucket list destinations: 1) Iceland 2) Japan 3) Italy (never been!)
My life… is beautiful and packed with humor.
I’m currently working on… Our power seller’s revamped value proposition
Name: Ytzia Belausteguigoitia Tron
Instagram: @ytziabelauste @troquermx
Website: troquer.com.mx
Title: Co Founder & CEO
City you live in: Mexico City
Most recent city visited: South Africa
A typical day in my life includes… An early rise at 5:30 a.m., starting with a handstand, coffee, quiet time and then some exercise… and definitely laughing with my 2 kids.
I was born… In Mexico 😉
When I was younger, I wanted to be… A dancer & singer, then a banker.
My first job was… As a volunteer work at Endeavor, an non-profit organization supporting entrepreneurs. My first official job was at a strategy consulting firm.
My favorite thing about traveling is… I love discovering & exploring new places, learning from new cultures and encountering new people with different perspectives
I’m currently listening to… Orange Blood
If I could have dinner with anyone, it would be… Jude Law
One thing I cannot travel without… My jumping rope
I’m inspired by… Radiant people that flourish, strive fiercely & passionately to conquer their dreams
If I could change anything in the world, it would be… Rage, violence, human-inflicted destruction
The perfect day would be… A pause in time, with my family and dear friends, surrounded by nature (water considered), lots of dancing, laughing, hugs & kisses
My favorite place I’ve visited… Istanbul, its richness and vibrant energy is super appealing
My top 3 bucket list destinations: India, Jordan, Lebanon
I’m currently working on… Expanding Seller’s products & services in order to enrich their current & future selling experience
What was the main inspiration behind Troquer? Two things: 1) a fun game I organized with friends where we exchanged our clothing from time to time called “la permuta” 2) The trade system implemented by ancient mexicans as a way of currency.
Where does the name come from? Troquer means “to barter” in french.
What makes Troquer stand out from other luxury second hand businesses?
Lucía: We have been leaders in the industry for 10 years because we put our client in the center. We have developed a tech and operations business delivering more than 40,000 items a year. Also, we did not create Troquer as a trend or wanting to copy an existing brand. Troquer was the first fashion pre-loved and circularity business in Mexico. We really wanted to prove there is value in our closets and that there is a better way of consuming fashion. And we did!
Ytzia: Our customer centricity reflected in:
- An omnichannel, integrated service (for both buyers & sellers, offline, online and assisted),
- One-stop shop (clothing + the rest),
- Full service experience (tech, data, logistics, fashion),
- The trust we strive to give in every touch point of the experience &
- Our selling speed
What is the protocol that you follow to verify a piece of clothing or accessory is not fake?
All Items are inspected by our experts. And have to pass our guidelines. We have expert authenticators, who have gathered experience throughout the year that verify each luxury piece. This job is more like craftsmanship where they have developed and enhanced their senses. And ofcourse, if there’s any doubt, we have Entrupy to back us up.
How has been the evolution of Troquer since you first started?
In the beginning we wanted to prove that buying and selling your garments was the best thing to do. Second-hand items were only bought in what we call in Mexico “tianguis”. We say we were the ones who “dignified” second-hand in Mexico. Nowadays everyone is selling and buying preloved items. Also, there are so many small businesses doing it. That challenges us to constantly improve and build a better product.
What are your favorite pre-loved pieces that you got from Troquer?
Lucía: My favorite piece is a navy blue vintage Chanel coat with golden buttons. But, I have to say that if I stop using it, I will sell it again!
Ytzia: A black vintage Valentino top with suede, silk & embroidery