We caught up with the brilliant and insightful Jean Guzman a few weeks ago and have shared our conversation below.

Jean, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

Traditional decor gets outdated, right? Not to mention if it’s cultural, and what some may view as dust collectors. These sentiments are common, especially with younger generations that value a more modern aesthetic. So how do you revive something that is nostalgic?

Years ago my mom was visiting her home country, the island of the Dominican Republic and informed me that she bought me a Faceless Dominican Doll. My immediate response was, “Ay, pero that’s so old school. I don’t want that. Why did you waste your money?”. Her response was, “¡Malagradecida! It’s a beautiful doll and you should have one in your home to represent your culture”.

The Faceless Dominican doll is a porcelain figurine mostly known on the island. This cultural design, originated by the artist Liliana Mera Limé was made without features because she struggled to represent such a mixed culture made up of Taínos, Africans, and Spaniards, thus leaving the face void. There’s variety in skin tones and attire, but the essence of the faceless doll remains the same. We’re a beautiful culture not defined by our features.

The doll arrived and the nostalgia kicked in. Ideas of how to infuse this traditional art form into modern society started brewing.

Since the doll is used as home decor, I thought about getting something custom made that would serve a purpose. My thoughts shifted to party decor since the culture is still very traditional and celebratory. This idea led me to my first business venture and I hired a graphic designer to bring my vision to life. My friend, the graphic designer, did not disappoint! The digital version of the faceless Dominican doll was a beautiful and accurate representation, however, starting a digital party decor business fizzled fast due to the pandemic.

Business advice is to fail fast. With a background in education, I took it as a lesson and listened to feedback from my supporters on social media. The digital design was being requested on t-shirts. It was clear that people were gravitating more towards articles of clothing, which is what caused me to pivot because numbers don’t lie.
Thanks to technology, fashion design, manufacturing and distribution is more accessible. I took my doll designs that were available in various skin shades & styles, and had my friend create a simplified version that connects with my love of line art. Then there was the moment! My culture, fashion and education aligned and the muñec@ collection emerged.

Our muñec@ collection purposely has a design as the last letter to be more inclusive. Gender is part of Spanish language and omitting the a or o allows us all to be a doll or action figure.The collection is simple, elevated and packed with meaning.

Aura Heights, a Latina owned small business that inspires under-represented Latino communities to reach new heights with an elevated streetwear and lifestyle brand.

*Ay, pero Oh, but
Malagradecida Unappreciative
Muñeca Doll

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Jean Guzmán, a jefa who hails from the vibrant neighborhood Washington Heights of New York City. I’m a dynamic and passionate educator who developed a strong connection with my Latino heritage. My love for travel and culture knows no bounds. I’m a cultural ambassador who immerses myself in customs, cuisine, languages and now brings that to you through Aura Heights. Your heritage has the power to connect people and bridge cultural gaps. Uniquely, I have a nostalgia for cultural identity and a desire to infuse this into garments with a modern twist.

As a current educator of language, I value culture and travel. The U.S. is diverse and there are so many neighborhoods that reflect pride in their heritage. I grew up in a community full of culture in Washington Heights, NYC, which in early 2021 Google Maps officially named “Little Dominican Republic.” I saw the value in growing up embracing my background, while also seeing a need for intentional cultural representation.

I’m proud of moving forward and taking this leap from education to the business world. I’m proud of the connections I’ve made, and I’m proud to be an inspiration in and out of the classroom. This brand believes Positive Aura = Limitless Heights.

We’d love to hear a story of resilience from your journey.

Embracing the learning curve is an understatement in the business world, especially when your background is in education. There is so much to learn, implement, adapt, etc. It’s understandable why some artists choose to have a hobby instead of pursuing a business. I have so many ideas that bridge the gap between culture and accurate representation, however, I had no experience in marketing. I was unsuccessful in my first business venture, and the main reason is that I wasn’t marketing myself correctly because I didn’t have a plan (business or marketing). It is very difficult to create a need versus fulfilling one. With this business, I’m clear on the demand and fulfilling it. While others may have given up, I took the experience as a lesson and pivoted. I also believe if I wouldn’t have started, I wouldn’t have grown to the entrepreneur I am today.

Can you open up about how you funded your business?

Passion can be expensive. When you’re creative and passionate about something, you can be less calculated. Starting a business requires careful planning and calculations so I was self-funded and accrued credit card debt. Of course the amount is not astronomical, however it’s something that I was more cautious about when I pivoted and started my second business. I took into account my experience and tax returns to make more calculated risks. Now I’ve been applying for grants because there are a lot of organizations and opportunities that are waiting to support a brand like Aura Heights.

Contact Info:

• Website: www.auraheights.com
• Instagram: @auraheightslife
• Other: Tik Tok @auraheightslife