Quality Makers: Hispanic Heritage Month Edition

What feedback have you heard from consumers? Do you have a sense of the key value point that have made your products such a success?

Yola Jimenez, founder of YOLA: I think people respond positively to our story because we are a family business that takes care of every plant and soil, every person that works in the production process, and through that attention to detail and care towards the land makes sure that our product is of the highest quality. People have become much more aware of the practices companies have and what they put in their bodies, and that leads to support for small companies like ours. There is a high demand for ethically sourced and sustainable products, and we are able to offer that, along with a mezcal that is high-quality, organic and additive-free.  

Veronica Garza, co-founder of Siete Foods: To this day, one of the best things I hear from friends, family, and others in our Siete community is that our products allowed them to enjoy something they were previously unable to because of their dietary needs. Our hope is that our brand speaks to a variety of people — people who have an appetite for diverse, heritage-inspired foods; people who are feeding their families at home; people who are conscious of the ingredients they are eating; people who love Mexican-American food; and people with various dietary restrictions and preferences. This way more people can enjoy meals and snacks together, without sacrificing flavor or texture.

Kathleen Fuentes, founder of Lights Lacquer: Our customers are loyal and many of them have been with me since my early YouTube days. Our consumers truly are #AtHomeNailArtists. They enjoy swapping up their manicures on a regular basis, they are creative, and they love having the tools to create salon-quality nails at home. They value quality and affordability, so I always make sure that our products are at a price point that is profitable, but also accessible.

Reflecting on your journey so far, how would you compare where you’re at with where you expected to be by now? Any advice for aspiring founders out there who look up to your brand?

Miguel Leal, founder of SOMOS: This is such a tough question as there is always so much room to grow and so much work to be done when building a business, especially when you’re only two years in. One of the best pieces of advice I can give to aspiring founders is advice I received from my co-founder, Daniel Lubetzky. He told me that I should try to remember that the highs are probably not as high and the lows are probably not as low as they seem in a given moment. Starting and running a business means that we’re deeply invested in the success and that the wins, and losses, often feel deeply personal. Because they are! Building a brand is a long journey and it will serve you to stay as grounded as possible throughout the ups and downs. I think this is good advice not only for aspiring founders, but for my younger self as well.   

Ylette Luis, founder of XIO: Our journey as a brand has certainly been a rollercoaster ride. We have high expectations for ourselves as a brand, so I think we always strive to be in a better position than whatever the current situation is. However, we are definitely grateful for our journey and that we are still here six years later. My advice to aspiring founders is to try to remain open and be prepared to pivot at any moment. When things get tough it can be difficult to stay mentally engaged, but persistence and grit are what get you through those times when things aren’t going as planned.

Jeanette Reza, founder of JIU JIE: Reflecting on my journey so far, I am immensely grateful for everyone and anyone who has ever believed in me, sometimes even more than I believe in myself. It's essential to be transparent and admit that I still freelance and have other sources of income because self-funding comes with significant financial responsibilities, including space, materials, freelancers, website fees, etc. My advice to aspiring founders who look up to my brand is to believe in your vision, but also be prepared for the financial and emotional challenges that come with entrepreneurship as it's a constant array of problem-solving. Get yourself a therapist and grow a thick skin, work with partners and clients who believe and respect you, and always stay open to other sources of income. Stay true to your identity and values. It's possible to persevere in the face of obstacles.

What has navigating the ups and downs of entrepreneurship been like as a Latine founder? Has it come with its own specific challenges and/or an added sense of community?

Yola Jimenez, founder of YOLA: We have received so much support from the Latine community in the U.S. It has been one of the most rewarding experiences of my professional life, that camaraderie and encouragement. We are a very powerful force together. It has come with some challenges; the reality of being female and Latin. Specifically in the beginning, there were moments where I wasn’t taken seriously, but I persevered and never let it slow me down. 

Victor Guardiola, co-founder of Bawi: The biggest challenges Latine founders face statistically is access to capital and mentorship. Those two things make the difficulty setting a little higher for founders of colors and female-identifying founders as well. For me specifically, I did not have access to friends and family funding. Every dollar raised for Bawi has been from cold emails and intros from the community we've built over years. It's important for founders in a similar position to do what they can to build their own luck by leaning on their community to seed their network, but also honing their networking skills to give themselves similar advantages as their competitors. Established Latine founders do a great job (generally) of propping up the next generation. We share immense gratitude for people like Vero Garza and Miguel Garza from Siete Foods as they're some of the people that steered us in the right direction. 

Isabel Alvarez, co-founder of Albisa Candles: In my case, I think being a Latina founder is what truly helped my brand be successful, because I used the very essence of my culture to launch a brand that I knew would resonate with others in my community.  It’s built a strong sense of community with other Latine founders who are incredibly supportive!.I would say the strongest challenge is having mainstream brands and/or mainstream media put us in a box and label us a Latine brand only. Yes, we are a Latin brand, and our products are meant to target our communities, but that doesn’t mean that other consumers can’t and don’t enjoy our products.

Jeanette Reza, founder of JIU JIE: As a Mexican female founder, I recognize that the system is often rigged against minorities, especially women. My journey has been deeply personal, and it's one I take immense pride in. I'm in a constant battle, not just with external challenges but with my own self-doubt, striving to break the cycle of generational trauma as an immigrant and overcome imposter syndrome. Within my Latin community, I've discovered an incredible source of inspiration, strength, support, mentorship, and a true sense of belonging that empowers me to break down barriers. Through JIU JIE, I hope to foster understanding and appreciation for the diverse cultural tapestry that enriches America, while also addressing the real-world issues that impact Mexican and minority communities.

Miguel Leal, founder of SOMOS: While we often focus on the challenges we face as a community, I also want to be sure to touch on the opportunities Hispanic entrepreneurs have because of our culture. Latinos have a fantastic culture of entrepreneurship, but we are often shy about telling our stories. Our stories and our grit are beautiful and interesting and can be what allows a consumer to connect with our brands on a deeper level. When I decided to stop being shy about my journey, I realized my story was worth telling and could inspire other Latinos to begin their entrepreneurial journey. 

What does Hispanic Heritage Month mean to you, and to your brand? 

Veronica Garza, co-founder of Siete Foods: Twenty years ago, I got my degree in Mexican-American Studies. Since then, I’ve tried finding different ways to amplify Latine voices, and Hispanic Heritage Month is another powerful opportunity in the year to do so. I believe it’s important for Latine communities and communities of color to see others, like themselves, being celebrated and uplifted—not only this month, but year-round. This is why, at Siete, we take time to honor our culture and celebrate the Latine community by telling the stories of those who came before us, sharing foods of our Mexican-American heritage with others, and highlighting Latines who inspire us. ¡Juntos inspiramos!

Jeanette Reza, founder of JIU JIE: Hispanic Heritage Month holds deep significance for me and my brand. It's a time of reflection and acknowledgment, a moment to honor my ancestors and family who inspire me every day. It's about ensuring their presence is felt in everything I do, with the goal of making them and the Latine community proud.

Kathleen Fuentes, founder of Lights Lacquer: HHM is special to me because it honors and celebrates the culture that I am so deeply connected to and proud of, to the rest of the world. It gives everyone an opportunity to celebrate the essence of who we are as a culture and truthfully, what we do every day of the year: celebrate our cultura and bring a piece of it into our day-to-day lives. Being a first-gen Cuban American is literally the essence of who I am and I truly love bringing my culture to my channels and my products, whenever I can!