From a serendipitous fashion compliment in New York City to a flourishing international enterprise, Northeastern University alumna Nouf Alawadhi has redefined what it means to build a socially conscious brand. Her company, Coya, which leverages global e-commerce to bridge the gap between Latin American artisans and the world, has recently earned her a prestigious 2026 Women Who Empower Innovator Award.
The venture began when Alawadhi, a 2016 marketing graduate, wore a pair of Peruvian earrings that caught a friend’s eye. When she reached out to the original designer to purchase a matching pair, she discovered the artisan—a single mother—was struggling to maintain her jewelry business while caring for her child. With encouragement from her parents, Alawadhi purchased the remaining inventory. That small batch sold out rapidly, igniting a vision for a business model that prioritizes human impact over sheer volume.
## Transforming E-Commerce Through Ethical Storytelling
Today, Coya functions as a digital marketplace that connects consumers with handmade jewelry from nearly a dozen countries, including Mexico, Argentina, and Colombia. Since its launch in 2017, the brand has generated over $100,000 in revenue, proving that ethical consumption is a powerful market driver.
While many modern startups lean heavily on AI-driven supply chains or algorithmic inventory management, Alawadhi’s approach emphasizes high-touch, human-centric partnerships. She personally visits the workshops of her artisans to ensure they meet stringent standards for quality and working conditions. By centering the story of the maker, Alawadhi has cultivated a loyal community, demonstrating how digital platforms can be used to provide economic stability to vulnerable creators in the global South.
## Bridging Technology and Global Development
The name “Coya,” meaning “queen” of the Inca Empire, reflects the brand’s commitment to uplifting Indigenous craftsmanship. Beyond sales, the company serves as a philanthropic engine. A portion of every purchase is redirected into community development, such as a farm built to provide sustainable nutrition for 500 children at an orphanage in Cusco, Peru—a site where Alawadhi once volunteered.
This commitment to social responsibility is a testament to the experiential learning she received at Northeastern. Through the university’s “Dialogue of Civilizations” program, Alawadhi was able to study family-owned businesses in Italy, a hands-on approach that she credits for her ability to scale Coya responsibly. Bob McCullough, a former professor, highlighted her unique blend of marketing acumen and ethics, noting that she represents the next generation of business leaders who prioritize global stewardship alongside profit.
## Empowering Innovation for the Future
As a recipient of the 2026 Women Who Empower Innovator Award, Alawadhi will receive a grant and professional resources to further scale her operations. This award underscores a growing trend in the startup ecosystem: the recognition of “impact-first” entrepreneurs who utilize digital tools not just for growth, but to solve systemic global challenges.
For current students and aspiring entrepreneurs, Alawadhi’s journey serves as a blueprint for success in an uncertain economy. She emphasizes that one does not need to have a perfect roadmap immediately; rather, by remaining open to opportunities and maintaining a strong ethical foundation, one can turn a simple idea—like a pair of earrings—into a force for global change. As she continues to grow her business, Alawadhi stands as proof that the intersection of technology, marketing, and humanitarianism is where the most meaningful innovations are born.
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