For many years, the paradisiacal beauty of Mexican beaches, especially the warm turquoise coasts of the south, has captivated people of all ages and nationalities around the world.

But southern Mexico hides other treasures. Beyond the visual beauty of its beaches and the paleness of its sparkling sands that contrast with the magnificence of its blue-green waters and impressive sunsets, there are also communities focused on the preservation of their environment and who dedicate their entire lives to it.

We know well that, in recent years, caring for the environment has been a growing concern for humanity and that it strives to carry out actions that contribute to this. In the case of the state of Quintana Roo, there is a community of Mayan women, guardians of knowledge about melipona bees, an endemic species that produces the most valued honey in the world. Such is the importance of bees that the Mayans, in pre-Hispanic times, held between four and six ceremonies a year in their honor.

The value of this honey has increased over time, as today it is also an essential component in the production of creams and cosmetics, in addition to its nutritional and medicinal properties. That is why we, in our continued respect for the planet and our constant search to enhance our values, decided to be part of a very special event, whose initiative was directly connected to environmental sustainability and the economic empowerment of local communities.

On May 30, 2024, the Waldorf Astoria Cancun Hotel was the setting for the spectacular LUX RUNWAY GALA, an event that fused the beauty of the Mexican Caribbean with the elegance of the wonderful hotel, while committing to supporting the local community and preserving the treasures of Quintana Roo.

The guests enjoyed a fashion show that presented the latest collections from the renowned brands Onom and Ankayaya, with footwear sponsored by us. The femininity of our footwear blended perfectly with the pieces in the collections, but also celebrated one of the great objectives of the runway: the economic empowerment of local communities related to the melipona bee.

In addition, attendees were treated to exquisite cocktails and a gourmet tasting prepared by executive chef Stuart Roger. The evening also included activities and raffles, highlighting prizes such as discounts, luxury items, dinners and nights of lodging, along with a painting by the artist Erica Suracce.

Thanks to the generous sponsorship of THE RESERVE and the participation of Ultrajewels, Pox Tierra Maya, Onom, Ankayaya and Casa D'Aristi, the event managed to raise significant funds. These funds will be specifically allocated to the installation of meliponaries in the homes of Mayan women in Quintana Roo, who dedicate their lives to the preservation and care of this species.

The invaluable support of Casa Itzamná and its director, Virgilio Gómez, was fundamental to bringing this initiative to reality, which not only promotes environmental sustainability, but also supports the economy.

Like all the participants in this event, we have been amazed and grateful for contributing, from our own work and our trenches, a small grain of sand to this cause. We leave you the photos of this incredible event!