Born in Guatemala, Alida Boer embarked on a journey that would shape her into a passionate advocate for social change. In her teens, she moved to the US after being signed by Ford Models, an experience that not only propelled her into the world of high fashion but also instilled in her a profound appreciation for her roots. As she puts it, when you leave your country at a young age, you miss it and you realize the importance of knowing your identity. 

In 2007 Alida competed and won Miss Guatemala and had the privilege to travel and discover the wealth of culture and history of her homeland. Enraptured by the incredible talent of female artisans, she founded MARIAS, which now provides over 500 craftswomen throughout Guatemala with fair income opportunities.

MARIAS bags have also gained global recognition by the fashion industry and been featured in CNN Español, Vogue, WWD, Harper's Bazaar, and Elle Mexico.

Her entrepreneurial path continued as she discovered the transformative benefits of Batana Oil for hair, leading to the creation of NOLÉ. Committed to ecological and human values, NOLÉ offers radically effective hair care products free of toxic ingredients and unnecessary plastic waste.

Alida Boer's dedication to her native Guatemala extends beyond business and into the preservation and promotion of Mayan textiles on a Global Scale. By amplifying their significance, Alida endeavors to not only empower her fellow Guatemalans but also to foster a deeper understanding and respect for indigenous cultures worldwide. Most recently, she is actively involved in the establishment of a museum in Antigua, Guatemala dedicated to showcasing the artistry and cultural significance of Mayan textiles. 

She lives in New York City with her husband and three children.