Last year at Artelexia, we started commemorating Int’l Women’s Day by celebrating the creativity, ingenuity, and leadership of Latina women who built their businesses from scratch -- and blazed the trail for other aspiring entrepreneurs while doing so.
This year, we're happy to continue the tradition of featuring some of our favorite jefas. You’ve seen them on our shelves, on national TV, and likely in other spaces where they've surely made their mark, but here’s a closer look at some of the firecrackers behind a few of Artelexia's most beloved brands!
Nopalera’s Sandra Velasquez:
1. In light of international women’s day, can you share a little bit about any challenges you’ve overcome as a Latina entrepreneur?
I had to overcome challenges around my money mindset. I did not grow up with financial literacy. Now that I have more education and awareness around this issue, it's one of my favorite topics! Many of us are in survival mode and have a hard time envisioning MORE. When more of us succeed, we show others what is possible.
2. Do you have any words of wisdom to share with aspiring business owners?
Yes! Allow yourself to envision what you really want without the constraints of your current bank account. Really push yourself to feel the success and the impact of your success. Let that drive you to figure out how to get there.
3. What is something you want Artelexia's customers to know about your brand or product?
I created Nopalera right here in my hometown of North Park, San Diego! I cut nopales from my parents yard to make my first handmade soaps. I am thrilled that Artelexia has been such a great partner because I remember visiting the store when I was still in the early stages and envisioning the product on the shelves. I had the idea for Nopalera when I was unemployed at the age of 44. I had no savings or money to start a business. But I was committed to changing my life. It's never too late.
4. Is this day important to you, and why? If so, who, or what, do you choose to celebrate on this day?
As a celebratory brand, we are always celebrating ourselves! Women's History month and International Women's Day just give us extra fuel:)
Hernan’s Isela Hernández:
1. In light of international women’s day, can you share a little bit about any challenges you’ve overcome as a Latina entrepreneur?
When I first launched the HERNÁN brand, the perception was that the brand was "too niche", or just for the Hispanic market and that the retail price points were high given that the previously existing competitors' products from Mexico were at lower retails. As a Latina, it was a bit of a hurdle to convince wide-reaching retail partners & distributors to take a chance on products that I perceived to have a larger scope of appeal outside of the traditional Hispanic market. Fifteen years later, we are so proud to have partnered with stores like Whole-Foods, Crate & Barrel, Williams-Sonoma, H-E-B Central Market, as well as been featured in Martha Stewart Living, the Food Network's Iron Chef show, Food & Wine Magazine, and other wide-reaching publications proving that authentically-crafted Mexican food is very popular across the public market space regardless of ethnicity.
2. Do you have any words of wisdom to share with aspiring business owners?
Trust that you are going to figure it out. Believe in yourself and keep moving forward. There will be issues, problems, challenges - TRUST that you will figure it out. You are going to find the answers. Ask around—ask your mentors, your peers, other entrepreneurs. And have fun with it—do not take yourself too seriously!
3. What is something you want Artelexia's customers to know about your brand or product?
I can't believe this year will be 15 years since I launched HERNÁN!
Back then I was struck by how despite the popularity of Mexican cuisine, much of what was sold in the US market wasn't actually made in Mexico.
I was a fashion merchant then for a large department store in New York City - and I loved my job but I wanted to infuse my career with something that was more personally meaningful. I found myself asking, "What does this all mean, and how can I inject meaning into what I love to do?"
So I set out to open new markets for Mexican-made culinary goods, and to work with Mexican producers, many of whom would be expanding beyond their local origins for the first time. I decided to call it "HERNÁN" - a derivation of my family name, an homage and a celebration of our Mexican heritage.
HERNÁN Mexican Hot Chocolate and Mole Poblano have been awarded Sofi™ awards—the highest distinction in the specialty food and beverage industry by the Specialty Food Association.
4. Is this day important to you, and why? If so, who, or what, do you choose to celebrate on this day?
On International Women's Day, we celebrate our roots - from my inspiration to promote Mexican culture, to the female artisans and producers we partner with who craft our products - we honor their achievements. My hope is that more of us come together to partner with one another, to lay a foundation for another generation of women to build upon, and to grow our influence.
Regina Trillo of Nemi Snacks:
1. In light of international women’s day, can you share a little bit about any challenges you’ve overcome as a Latina entrepreneur?
Yes, feeling the pressure to prepare better or differently for presentations compared to male counterparts and witnessing the lack of resources and support you still find in the consumer packaged goods space. At the same time, this has been an opportunity to change the perception around how Latinas and our culture are perceived.
2. Do you have any words of wisdom to share with aspiring business owners?
Have a self-care practice before launching and a support network you can be vulnerable with and rely on. You're in for a fascinating ride!
3. What is something you want Artelexia's customers to know about your brand or product?
Our mission is to elevate Mexican cultura through high-quality products with sombrero-free branding. We're sharing the richness, flavors and colors of Mexico through a high-quality snack made with nopales and Mexican chiles and spices.
4. Is this day important to you, and why? If so, who, or what, do you choose to celebrate on this day?
This day serves as a reminder of the reason why this day became a celebration, which was to create community and bring awareness around gender inequality. But lifting each other as we rise and shedding light to the issue we still face is something I do every single day and plan on continue doing so. Being a Latina is a beautiful gift and a responsibility. Every day I wake up, I have the opportunity to work towards bridging the gap of inequality and celebrate our successes.
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