Someone Somewhere

When José Antonio Nuño Pérez — who goes by Antonio — and two friends began volunteering in rural areas across Mexico during high school, they learned that one of the biggest sources of employment for indigenous communities such as the Nahuatl, Tzotzil, Mazahua, and Otomí is artisanal work.

Eager to help and pay homage to those indigenous communities, years later, in 2016, Antonio and those same friends created Someone Somewhere, a Mexico City-based outdoor gear and apparel label which harnesses traditional skills such as embroidery to make products that appeal to a young, fashionable clientele.

Working with 180 artisans to make everything from backpacks to personalized pocket t-shirts, Antonio and his colleagues are growing their brand in Mexico — where they have four stores — and abroad, particularly in the United States. And to ensure seamless customer engagement and communication, in April 2019 Someone Somewhere began using the WhatsApp Business app.

“One of the big things we have to do is ensure that the buying experience is super friendly and aligned with how you live your daily life,” explains Antonio, who says the app has boosted Someone Somewhere’s sales by improving back-end efficiency and providing a communication system which enables authentic, personalized customer service.

According to Someone Somewhere’s own figures, since it began using the WhatsApp Business app, the number of clients contacting it directly via the private messaging service has grown from six to 20 percent.

With the WhatsApp Business app’s quick replies feature, Someone Somewhere can now respond to frequently asked questions with more agility, and the away messages feature allows the brand to immediately engage its customers.

“From the time you send us a message, your mind is at ease because you know you will receive a response,” says Antonio. “That way you’re not looking for other mediums through which to contact us.”

Noticing this attention to detail, customer Yareli del Fierro Aguilar says, “When I write to Someone Somewhere, I get an automatic response. They respond immediately, it has been very satisfactory.”

Antonio and his co-founders’ expansion plans include a greater presence in Los Angeles, a city they say embodies the kind of vibe and look Someone Somewhere is all about. And with the WhatsApp Business app helping them reach more customers with dependable service and desirable products, they are well-positioned to achieve these growth milestones and continue supporting the communities who helped start it all.