Pampa’s ethically handcrafted rugs, woven textiles and homewares are designed in Australia, and ethically made with skilled artisans in remote Argentina and other regions of Latin America, bringing elegant, earthy style to every room they touch. Founded by Victoria Aguirre, the Certified B Corporation™ believes that “beauty lives in the handmade, and design should be both grounding and expressive.” In their Venice Beach studio and showroom—nestled in General Store’s iconic Venice Beach storefront—it’s a celebration of the brand and a place not just to shop, but to get inspired. We sat down with Victoria to learn more. 

Tell us about Pampa. What sparked the idea for the brand?
Pampa was born from a deep connection to my Argentine roots and a love for storytelling through craft. Growing up in between Buenos Aires and La Pampa, I was surrounded by wide-open horizons, horses, and the traditions of handwoven textiles—things that grounded me and shaped my creative eye. When I moved to Australia, I felt a strong pull to bridge those two worlds: the wild, soulful beauty of Argentina and the creative, coastal energy of Byron Bay. Pampa became a way to honor the artisans I deeply admire and share their work with a global audience, while also capturing that feeling of being connected to land, culture, and craft.

What are some of the core values that you wanted to bring to Pampa, and how have those defined Pampa as the business has grown?
Connection is at the heart of everything we do—connection to the artisans who make our pieces, to the landscapes that inspire them, and to the people who bring them into their homes. Fair trade, cultural preservation, and sustainability have been our compass from the beginning. We collaborate directly with artisans in remote parts of Argentina, ensuring their traditions are celebrated and supported in a modern context. As Pampa has grown, these values have kept us grounded—reminding us to create slowly, intentionally, and with respect for people and planet.

You take a “from the ground up” approach to design. What does this look like/mean to you?
For me, “from the ground up” is literal. It means starting with the raw wool from the sheep that graze on the Argentine plains, the natural dyes made from plants and earth, and the traditional techniques passed down through generations. Our design process begins with listening—to the artisans, to the history embedded in their work, and to the land itself. It’s slower, but it allows each piece to tell a story that’s rooted in place and culture, rather than trends.

You recently launched LAND. What is the concept of this collection?
LAND is a collaboration with Californian artist Serena Mitnik-Miller, merging her coastal sensibility with Pampa’s handcrafted approach. The six neutral-toned, flatwoven rugs draw inspiration from organic forms like spirals, pebbles, rivers, and kelp—designs that bring the outdoors in and create a sense of serene simplicity. For me, LAND is about balance and beauty, offering limited-edition pieces that feel intentional, timeless, and deeply connected to nature.

Tell us about the Venice Beach storefront. Does it differ from your flagship in Byron Bay?
Venice has such a creative, eclectic pulse, and we wanted our space to reflect that while staying true to Pampa’s DNA. Like our Byron Bay flagship, it’s calm and grounding—a place where you can slow down and experience the tactile beauty of each piece. But we also leaned into the coastal-meets-urban vibe of Venice, letting the neighborhood’s energy influence the space. It feels like Pampa, but with a slightly different rhythm.

What is the customer experience like? What feeling did you want the space to evoke?
When someone steps into Pampa, I want them to feel like they’re entering a story. It’s about more than shopping—it’s about connecting. Customers are invited to take their time, feel the textures, learn about the artisans, and experience the cultural heritage behind each piece. My hope is that they leave feeling grounded, inspired, and connected to something bigger than themselves.

What do you love most about the neighborhood?
Venicehas this incredible mix of creativity, diversity, and soul. We have been visiting Venice for the last 6 years and I love how the neighborhood balances a laid-back coastal energy with a strong artistic community—it feels like the perfect place for Pampa to connect with people who value design, craft, and storytelling. In many ways, the sense of community support here reminds me of Byron Bay, where collaboration and connection are everything. And of course, being close to the ocean adds a sense of calm that feels very aligned with our brand.

What’s next for Pampa?
We’re always dreaming about new ways to tell stories—through our products, our collaborations, and our photography. We want to keep deepening our relationships with artisans, expanding our collections thoughtfully, and exploring new mediums that celebrate craftsmanship. Personally, I’m inspired by travel, music, and time in nature, so those influences will continue to shape what’s next for Pampa. At its heart, our mission stays the same: to honor the journey behind every piece and bring that beauty into people’s lives.

VISIT: 1803 Lincoln Boulevard Venice Beach, CA 90291