Crafts and Shopping in Cuenca

Cuenca and its surrounding region are known for several crafts: toquilla straw hats, jewelry, ceramics, textiles and embroidery. This guide helps you understand what to buy, where each craft is concentrated, and what to ask so you come home with something authentic.

Toquilla straw: what you should know

The toquilla straw hat, also called a “Panama hat,” is a symbol of the country. Two verified facts that clear up common confusion:

• Its origin is on the coast of Manabí, not in Cuenca. In Cuenca they are sold and displayed, but the finest-weave hat, the Montecristi, comes from the coast.
• The traditional weaving of the Ecuadorian hat was declared an Intangible Cultural Heritage of Humanity by UNESCO on December 6, 2012.

In Cuenca’s center there are hat museums and shops, and near the city, in Sigsig, a cooperative of women weavers is mentioned. If you buy one, ask where it was woven, whether it’s natural toquilla straw and how long it took. A fine hat can take a very long time to weave, which is why prices vary widely: be wary of prices that seem too low.

Jewelry: Chordeleg

Chordeleg, about an hour from Cuenca, is known for its gold and silver filigree jewelry. When buying:

• Ask them to tell you the material (925 silver, gold, plating) and the weight.
• Compare at several shops before deciding.
• Ask for an invoice or receipt.

Ceramics and home design

In the city there are workshops, galleries and shops that sell ceramics, and in the Turi area you’ll find art and ceramics galleries. Ask whether the piece is handmade or industrially produced; they’re different things, and so is the price. Check that it has no cracks, and ask whether it can be used in the oven or for food.

Textiles, embroidery and wool

The historic center has craft and textile markets. Wikivoyage mentions a flower market in front of the New Cathedral and, a block away, stalls selling clothing and crafts, with ponchos (ruanas), sweaters and knitted hats. There are also embroidery cooperatives where women from rural communities work. Since Cuenca is at about 2,500 m and the nights are cool, a wool or alpaca garment is a practical souvenir. Check the label: ask what percentage is alpaca, sheep’s wool or synthetic fiber.

Books and stationery

The center has large bookstores, secondhand shops and independent publishers’ stores, some with a café. El Mercurio (November 2025) describes bookstores with tens of thousands of titles in several languages. They’re a good option if you’re spending time in the city.

Gualaceo and surroundings

Gualaceo, about 45 minutes away, is known for footwear and leather goods; it works for a day-long shopping trip. Nearby towns have fairs, and in early November, during the independence festivities, there are fairs and artisans from several Andean countries, according to Wikivoyage.

How to shop well

• Ask who made it: an honest business will gladly tell you.
• Compare first: walk through two or three shops.
• Pay safely: ask which payment methods they accept; at small businesses cash is common. Confirm whether they charge a fee for cards.
• Ask for packaging and a receipt if you’re traveling with the piece.
• Check whether you can take it out of the country: some natural products have restrictions; consult your customs rules.
• Support small workshops: many don’t advertise and are found by word of mouth.

In short

• Toquilla straw comes from the coast, but it is sold and worked in Cuenca; UNESCO recognized it in 2012.
• Chordeleg is the place for filigree jewelry; Gualaceo, for footwear.
• Always ask whether the piece is handmade or industrial.
• For textiles, check the fiber content.
• Compare at several shops and keep your receipt.

To browse shops and workshops, see the category Shops in Cuenca.