“A tree grows from a tiny seed, and from a small idea, great projects are developed”. -“The handcrafted products market is decreasing due to the lack of quality and the disassociation between the artisans and the target market” Fernanda Melgarejo said, who is the founder of Ajonjolí designs in Queretaro. Ajonjoli’s objective is to provide artisans with new methods and designs to create contemporary products of great quality that will satisfy the customers’ needs and desires. Ajonjolí looks to spread the Mexican heritage through its contemporary designs using artisan processes and concepts. The excellent quality and high functionality of their products is put in a design line for the home. They are also described as a product with a cause since one of the main objectives is to achieve a social development of artisan communities. Ajonjolí believes that it is important to approach the customer with the history and information of the product and the artisan.