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This Former Corporate Employee Founded Her Own Company To Empower Latinas

@marinesduarte / Instagram

Marines Duarte is no stranger to the corporate grind. When she was in her twenties, Duarte was the publisher for Harper’s Bazaar, Cosmopolitan, and Good Housekeeping for the U.S. Latino market. After 7 years in that gig (and 3 years as a sales director for Terra Network), Duarte decided to leave corporate America behind and make it out on her own with her social and digital media company En Tus Zapatos. Her company is all about helping women find that balance between work, social life, and family life.

Marines Duarte is the founder of En Tus Zapatos “a multi-media platform for today’s modern woman.”


“We give easy and practical advice to help us carry out the greatest challenge we have – to be women,” reads the En Tus Zapatos About Us page. “What does that mean in our society today? It means being a mom, wife, professional, friend, and feeling beautiful on the outside and inside.”

As a mother of four with an impressive résumé, Duarte knows the complexities of being a modern woman.


A lot of making it all work, as she told Forbes, is about time management.

“I wish I could give you a magic formula but to tell you the truth, 80 percent of it is instincts and, of course, experience,” Duarte told Forbes. “The key is having your priorities and goals well set, sometimes we can get excited and carried away in the moment but that’s when you need to take a step back and think: if it affects my top priorities I will automatically spend less time on it.”

Duarte admits that since she was a young girl she knew that she wanted to empower women for her career.


“Another one of my passions was to work, to have a dream job,” Duarte said in a podcast. “At that time it was to be a CEO, to work in the corporate world and then my priorities changed and I wanted to create my own business. So all of that combined made me really realize that the dream job and that was actually empowering women. Just by realizing that women can do so much, that we have so many qualities, that women are needed in the world, the workforce, at home, with families. I also realized that now, that women work more outside in the workforce and we are changing the world but society is not changing at the same speed. Women are entering the workforce but men are not entering the kitchen.”

Part of how Duarte is empowering women is by talking and educating society about domestic violence.


En Tus Zapatos has an entire section of the website dedicated to speaking for and with Princesas Guerreras “Warrior Princesses” who are overcoming and battling physical, mental, psychological, and workplace abuse. The movement is not just an empowerment movement to give women the tools to fight back. Duarte started Warrior Princesses to bring attention and raise awareness of the statistics of abuse women face on a daily basis.

Duarte stands firm by her decision to start Princesas Guerreras.


“I needed Princesas Guerreras to be a two-way communication channel,” Duarte told Forbes. “[I needed it] to build a community and to keep growing without limits and [ultimately] to be managed and owned by the people since social media is our own media.”

¡Bien dicho, Marines!

Golden Globes Awards 2017 / GIPHY
CREDIT: Golden Globes Awards 2017 / GIPHY

(H/T: Forbes)


READ: This Is How This Mexican Mom From Oaxaca Is Running Successful Mole And Michelada Businesses

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13 Lessons From Jefas On How To Make Your Business More Instagrammable

Entertainment

13 Lessons From Jefas On How To Make Your Business More Instagrammable

Anyone can create an Instagram account, but only a few can sustain a coherent online presence and narrative. From individuals to companies, everyone is trying to find the golden rule of social media. We have found 17 Jefas from around the world who totally slay their Insta game and used the platform to grow their businesses. They have created authentic brands around their personas that both wannabe influencers and established companies can learn from.

1. Thou shall keep thy color palette constant.

Credit: @ameliagoldie / Instagram

Amelia Goldie is an Australian Instagrammer who has sustained a black-white-red color palette throughout the year and has become a real influencer in terms of fashion and style. Her slightly French quirkiness also makes her approachable. She is also honest about her personal struggles with mental health, making her approachable.

2. Thou shall repeat: “Fun is queen”

Credit: @kidjess / Instagram

In the old days of mass media people would say that “content is king.” Well, in the age of social media, when there are so many channels to be entertained by, good old simple fun goes a long way. @kidjess knows it and is supported by almost half a million followers. She is quirky and has a cute aesthetic that is always on brand.

3. Thou shall stay true to yourself, yes Ivon!

Credit: @bonboncherie / Instahram

We love this Latina jefat hat has gotten quite a following by being herself: a proud Latina mom. She describes herself as a wife and full-time mom and a Mexican-American blogger from California. She is not trying to pretend she is a gringa: her aesthetics scream latinidadeverywhere!

4. Thou shall scream: “B for Brown and Beautiful”

Credit: Instagram. @naturallykimmy

Kimberly Gomez is a gorgeous jefa from the Dominican Republic who is a proud representative of her ethnicity, she wears her Browness on her sleeve and we applaud her for that. Standards of beauty won’t stop being Anglo territory only if influencers AND brands don’t start exalting Brown and Black hermosura.

5. Thou shall take us on your creative journey

Credit: Instagram. @valerush

Valeria Gascon is a Mexican illustrator and academic who takes us on her creative and emotional journey as she expands her “fantasmitas” series, her flower girl series, and she studies her Ph.D. in Glasgow, Scotland. Her Insta is a delicia full of music, literature, plants, and nostalgia. Moraleja: whatever your brand does, take your audience on a ride.

6. Thou shall remain sencillita, no matter how big you are

Credit: Instagram. @anadelareguera

Ana De La Reguera is one of the best and most famous Mexican actresses of her generation. She has broken into Hollywood as well and she is basically a Mexican Meryl Streep in the making. But she has enough time and self-confidence to post pictures like the one in the upper left corner: look at her foodgasm eating that taco. No matter how big you or your brand are: humble is best, always. She wears her wrinkles with pride, para rematar!

7. Thou shall showcase the woman behind the product

Credit: Instagram. @brunelda_

Online presence is all about people. Brands that remain stale, faceless, are bound to have a boring and just meh online presence. Follow the example of Carmen Bruna, who owns a company of gorgeous invitations and other products featuring her watercolor illustrations. Her feed is a perfect mix of personal and professional content. If you are a brand, creating an attachment between the production process and the customer surely translated into loyalty.

8. Thou shall know that sometimes less is more 

Credit: Instagram. @nerya_yeger

Nerya Yeger is a fitness and vegan influencer who curates a gorgeous Insta feed in which she mixes motivational messages, art, and selfies. We love all the blank space in her feed. The white is a welcome relief in a sea of oversaturated images. La elegancia es lo que cuenta. Don’t you just love that illustration of Frida blowing a bubble gum? We can only imagine the impeccable taste with which her house must be decorated! Jealous!

9. Thou shall recommend a healthy lifestyle, but not be preachy, no suenen como madre enojada

Credit: Instagram. @lacoctelhera

Instagram is full of influencers who try to tell followers how to leave their lives, and to be honest that is not good branding. What is good branding is showing rather than telling, making healthy choices look fun and something you would actually wanna try. That is what @lacoctelhera does: just look at those colorful shots of food and the smile that this Spanish jefa has on her face, like all the time. Also, fluffy animals are engaging whatever your business is!

10. Thou shall sometimes do ONE thing, and do it REALLY WELL

Credit: Instagram. @succulent_heaven

Karen is a succulent lover and grower who curates a super appealing feed featuring the favorite houseplants of the millennial generation, full with tips, info on different species and photographs that frankly make us feel relaxed. Moraleja: sometimes diversifying your brand is not the best move. Do one thing and do it lo mejor que puedas. After scrolling through this feed we bet you will buy a pot, a small succulent…. and then you will have a new collection.

11. Thou shall give your fans/customers the place they deserve

Credit: Instagram. @lupitanyongo

Lupita Nyong’o is one of the biggest actresses in Hollywood. She has won an Oscar, acted in Jordan Peele’s “Us”, and been part of the Marvel Cinematic Universe. Will all of this going on, she makes the effort to share fanart made for her by followers. Can you imagine the smile on the fans face when seeing the art Lupita shared? Y’all know she was born in Mexico, right? And that she holds a Mexican passport? Social media has made celebrities more approachable, but only a few are like Lupita: whatever she posts feels authentic, unredacted and from the heart. Lupita, hermana, eres mexicana! 

12. Thou shall create a unique and irreplaceable style

Credit: Instagram. @margaretzhang

Margaret Zhang is a Chinese-Australian fashion powerhouse who has made a name for herself in the upper echelons of the industry. She is an art director for top brands and has moved permanently to New York. Her style is a combination of French chic and the visual aesthetics of Asian filmmakers such as Wong Kar-Wai (by the way, Quentin Tarantino’s hero). The takeaway: be like her, strive to find a unique style that can be translated into different media. Anything can be relevant, even a plate of food, if presented in a way that adds to a coherent visual and emotional narrative.

13. Thou shall deliver on your promise

Credit: Instagram. @nomvelo.c

Nomvelo Chalumbria is a South African young woman who defines herself as a globe trotter. And she delivers: her Insta is full of pictures from around the world, but also of the amazing original owners of what is now South Africa. She seems to always have her feet on a plane and one foot at home but firmly grounded in her cultural roots. Do yourself a favor and follow her for her bubbly personality.

These Sisters Built The Country’s First 100% Ethically Made Business All For Their Brother

Fierce

These Sisters Built The Country’s First 100% Ethically Made Business All For Their Brother

All For Ramon was born out of two sisters’ desires to honor their brother’s life.

When Rocio and Diana Ramon’s brother Juan was diagnosed with cancer, the two sisters had to step up to the plate and fill his shoes in helping with the family business. Ultimately their willingness to help their family and show up for their brother led them to a path of entrepreneurship.

After Rocio and Diana Ramon’s brother Juan was diagnosed with brain cancer their father came to them to ask for help.

At the time, the sisters’ father went to Rocio and asked her if she would be willing to take on their brother’s role at the company, who had been highly involved in the business. “I always dreamt of coming to help [my dad] at the factory,” Rocio told FIERCE in the latest episode of “Las Jefas.”

While of course, working for her family had always been her dream, Rocio explained that initially, her work was far from ideal. After all, she’d just lost her brother, and before he had passed away, he’d built up quite a reputation for himself. Rocio says, that expectations for her work were high and when she started working she was pretty much thrown to the wolves.

The wolves being the male-dominated environment in which our brother had been in charge of.

“In this industry, it’s male-dominant so I was here young and a woman so men would come here and see me they would look at me and be like ‘what are you doing here?’” Rocio told us during her interview, before going on to explain that she was ready for this kind of challenge. “I’m like ‘Yes! I’m the boss. This Latina girl is gonna tell you what to do, so you’re gonna have to listen.”

With so much work on her plate, Rocio says that when her younger sister offered to come and help her, she was thrilled.

Diana, who joined the company after her brother’s death to help Rocio says that she came to the decision to work at the factory out of a desire to help and also to grow. “I came to the decision that I had to make a sacrifice to put all of my mind in my creativity– to something that I knew was going to flourish and blossom into something beautiful and I had this dream to do something big,”

Eventually, Rocio and Diana Ramon went on to build their own brand.

The two are now the two founders of the first clothing brand to manufacture designs and clothing that are 100% ethically handmade in the U.S.

“I had just this dream to do something big, so I decided to continue this beautiful journey with All For Ramon with my sister because I know that its something beautiful because I have so much pride in it. “

The clothing brand, which specializes in tie-dye tees, relies on policies and a culture that is strongly rooted in their family values and appreciation of the American dream.

“What I say [about All For Ramon] is bueno, bonito, and ethical because being ethical and transparent is what we learned,” Rocio says before her sister adds that “Quality is not just an expecation it’s the rule for us.”

Today, the two sisters can agree that All For Ramon is more than just a clothing brand to them. Diana says that when it comes to every choice that they make they consider their brother Juan. “Everything that we do for this brand, from choosing the fabrics to picking out the colors, from developing what we’re going to develop in the future it’s like ‘okay what would my brother think about this?'”

While focusing on building their eco-friendly brand, the two sisters have a dream to inspire others as well.

“We want to highlight and educate to Latinos that [they] deserve quality,” says Diana. And when it comes to giving advice to Latinas. Their joint message is clear. “Now’s the time for you to shine and you can shine girl. Shine.”

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