We were lucky to catch up with Aleena Walters recently and have shared our conversation below.

Hi Aleena, thanks for joining us today. Is there a lesson you learned in school that’s stuck with you and has meaningfully impacted your journey?

The Lesson That Changed Me

I was only eight years old when I learned that the people you love most can be taken from you before you’re ready. My aunt wasn’t just my aunt—she was the softest part of my childhood. She taught me how to sew. She loved the color purple. She always made me feel seen, even when I didn’t have the words to explain how I felt. Before she passed, she told me she’d come back as a white butterfly.

I didn’t fully understand what that meant at the time. But years later, I’d find myself clinging to that promise more than anything else.

Growing up after losing her felt like living with a quiet kind of grief. Not loud. Not obvious. Just… always there. I carried it into school with me. I carried it into the way I showed up for others—always with a smile, always willing to help, always trying to be enough. In high school, I became the girl who everyone could count on. I was a prefect. The volleyball team captain. I helped plan events, ran fundraisers, supported my classmates, all while building my business, Charmed by Leena.

But behind the leadership and the smiles, I was tired. Not just physically—but soul-tired. I had spent so long being strong for everyone else that I forgot how to be soft for myself. I didn’t allow space for sadness. I didn’t give myself permission to break. I thought if I stayed busy enough, if I kept performing, I’d outrun the feeling that something inside me was missing.

Then came graduation.

I was asked to give a speech—something I’d done before, something I was “good at.” But that day, something felt different. That morning, I looked out my window, and there it was: a white butterfly. It danced in the breeze, almost like it had come to remind me that she was still with me.

Standing on that stage, I looked out at everyone—the faces of classmates, teachers, my family. And all of a sudden, the weight I had carried for so many years pressed down on me at once. The grief I never gave myself space to feel. The pressure to be perfect. The silent exhaustion of always being “the strong one.”

My voice trembled. My chest tightened. My eyes filled with tears.

And I broke down. In front of everyone.

For a split second, I felt like I failed. Like I had shattered the image people had of me. But then… something happened. No one laughed. No one turned away. They listened. They felt it. Some even cried with me.

I spoke through tears—about pressure, about loss, about being a young girl who tried to hold it all together for so long, while quietly falling apart inside. I spoke about not feeling enough, even when everyone around me said I was. And I spoke about finally realizing that being “put together” isn’t the goal—being real is.

That moment changed my life. Because I finally understood something I had missed for so long:
Your softness is not a flaw. Your vulnerability is not weakness. And your truth—no matter how messy or emotional—is powerful.

That speech, filled with trembling hands and tear-streaked cheeks, reached more people than anything I had ever done. Not because it was perfect—but because it was honest. And that’s the day I realized that strength isn’t in silence. It’s in showing up anyway—broken, scared, unsure—and choosing to speak anyway.

Now at 17, I’m getting ready to move to New York to study Marketing at St. John’s University. I run two businesses—Charmed by Leena and Dahlia Drop Co.—and I carry my heart into everything I do. I no longer try to be everything for everyone. I just try to be me. Real. Raw. Growing.

Every time I see a white butterfly, I remember who I am and where I come from. I remember my aunt’s soft laugh, her steady love, and the way she made me feel like I could do anything. I remember the little girl inside me who lost her and kept going anyway.

That’s who I do it for.

So if you’re reading this, and you’re carrying something heavy behind your smile, I want you to know:
You are not alone.
You don’t have to be perfect to be powerful.
You don’t have to be strong all the time to be worthy.
Your story matters. Your heart matters. You matter.

And the world needs your voice—exactly as it is.

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?

Hey everyone, I’m Aleena — but if you know me, you know I go by Leena. For those who may not have read about me before, I’d love to take a moment to share not just what I do, but why I do it. This journey hasn’t been simple, and it hasn’t been handed to me. Everything I’ve created, every brand deal, every bracelet, every late night designing or packing orders — it’s come from a place of purpose, growth, and a deep love for creating things that matter.

I was raised between Staten Island, New York, and Trinidad, and I carry both places with me in everything I do. The softness of Caribbean warmth and the fast-paced energy of New York taught me how to be creative and resilient all at once. As a mixed girl navigating different spaces, I always felt like I had to work twice as hard to carve out my own space — a space where I could be fully myself, and own that.

From a young age, I was drawn to making things. Jewelry, designs, anything I could craft with my hands — it brought me peace. What started as little DIYs slowly turned into something much bigger: Charmedby_.Leena. At first, it was just charm bracelets, but each one told a story. People would message me saying how a bracelet reminded them of someone they lost, or how it made them feel beautiful again. That’s when I knew it wasn’t just a business — it was a connection. Something people could feel. I now offer everything from beaded bracelets, earrings, tasbeehs, cold transfer keychains, rings, and accessories for both women and men. Every detail is intentional. Every item is made with love.

But there’s also the side of me that’s a content creator. I realized quickly that I didn’t just love making, I loved sharing. I loved showing people the behind-the-scenes, the branding, the aesthetics — all of it. And from there, I began building my digital brand — not just promoting my business, but offering services like content creation, digital product design, logo design, and now brand collaborations too. I work with brands that align with my values, and I make sure every collab feels genuine, because I never want to just “sell.” I want to connect.

On top of that, I started offering personal assistant services. Why? Because I know what it feels like to juggle everything. I’ve been a full-time student, a daughter, a business owner, a content creator — all at once. Sometimes it feels like there just aren’t enough hours in the day, and that feeling can be so overwhelming. So I decided to be that person for others — the one behind the scenes keeping everything running smoothly, so they can breathe a little easier.

What sets me apart isn’t just what I do — it’s how deeply I care. I’ve had to prove myself, not just to the world, but to me. I’ve cried behind closed doors after long days. I’ve stayed up until 3 a.m. fulfilling orders because I didn’t want to let anyone down. I’ve doubted myself. I’ve failed. I’ve restarted. But no matter how many times I’ve fallen, I’ve gotten back up with more fire, more softness, and more purpose.

I’m proud of every single milestone — not just the ones people see, like leadership awards, brand partnerships, or content that goes viral. I’m proud of the quiet wins. Packing orders on my bedroom floor. Holding space for friends and customers who just needed someone to listen. Working pop-up markets while running on zero sleep. Showing up for myself, even when it was hard. Especially when it was hard.

My parents have given so much for me to be here. Their sacrifices — the time, the love, the belief they’ve poured into me — are why I work so hard. Every sale, every client, every “thank you” is a reminder of why I keep going. I do it for the younger version of me who never felt like she was enough. I do it for the girl who once lost her spark and thought it would never come back. I do it for the women I hope to empower — who see themselves in my journey and realize they can start from nothing and build something beautiful, too.

So if you’re here because you’re curious about my work, I want you to know: this isn’t just a business. It’s my heart in tangible form. Whether it’s through a personalized charm bracelet, a digital logo, a social media campaign, or helping you stay organized through personal assistant work — I bring all of me. My eye for detail, my drive, my creativity, and my compassion.

Thank you for being part of this journey with me. There’s still so much ahead — more growth, more stories, more moments where I hope to touch lives through what I do. I’m just getting started, and I’m so grateful you’re here.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the hardest lessons I had to unlearn was believing that I had to do everything perfectly in order to be worthy. That my value was tied to my productivity, my image, or how “together” I looked on the outside — even when I was breaking on the inside.

I used to believe that if I wasn’t constantly working, constantly giving, constantly showing up strong for everyone else, then I wasn’t enough. I felt like I had to earn love, support, and even rest. And that mindset? It burned me out. Quietly. Slowly. Deeply.

I remember sitting alone one night, surrounded by bracelet orders, my laptop open with unfinished designs, my phone blowing up with notifications — and I just broke down. No one saw it, but I sat there crying, not because I wasn’t grateful, but because I had nothing left in me to give. I was pouring from an empty cup, trying to prove to the world — and maybe to myself — that I could handle it all. That I was strong. That I didn’t need help.

But the truth was, I did need help. I needed grace. I needed to forgive myself for not being perfect. I needed to stop believing that rest was a reward instead of a right. I needed to unlearn that hustle was the only way to feel like I mattered.

The backstory behind this shift is layered. Being a young entrepreneur, a student, a daughter trying to make her family proud, and a girl with big dreams — it’s beautiful, but it’s heavy. There’s pressure. And sometimes that pressure made me ignore the parts of me that were exhausted, overwhelmed, or just sad. I was the girl who always smiled, always said “I got it,” even when I didn’t.

I think the turning point came when I started allowing myself to be soft. To say “no” without guilt. To rest without shame. To create for joy, not just for performance. And to stop confusing my pace with my purpose. Because even when I slow down, even when I fall apart — I am still worthy. Still valuable. Still me.

Now, I remind myself every day that I don’t need to be perfect to be powerful. That being vulnerable is strong. That boundaries are love. And that the world won’t fall apart if I choose to care for myself the way I care for everyone else.

Unlearning that toxic version of strength gave me my real strength back.

And I’m still learning. Still growing. But now, I’m doing it with softness, with grace, and with so much more love for the girl I’ve become.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

One of the most unforgettable and emotional sales moments of my life wasn’t about how much I made — it was about what I discovered about myself.

I had just started taking Charmedby_.Leena seriously. I was pouring everything into it — time, energy, love, late nights, the little bit of money I had. I believed in what I was creating — these handcrafted bracelets and keychains weren’t just cute accessories to me. They were pieces of emotion, of identity, of meaning. I wanted people to feel something when they wore them.

I got accepted into a local pop-up market. It felt like a dream — until I arrived.

I’ll never forget the feeling of setting up that day. I was surrounded by vendors with professional setups: big banners, custom bags, full display walls, QR codes and signage that looked like they came straight from Pinterest. Meanwhile, I had my charm bracelets, some hand-written price tags, a fold-up table, and a heart full of hope.

At first, nobody stopped. People walked by, glanced, and kept going. I remember staring down at my table, trying to look busy to hide the ache in my chest. I could feel the tears threatening to fall. I texted my mom something like, “Everyone else looks so professional. I don’t think anyone’s going to buy anything from me.”

And then something inside me broke — but not in a bad way. I was done hiding behind the table. Done playing small. Done thinking I wasn’t “enough.”

I stood up. I took a deep breath. I picked up my bracelets and started walking around, gently talking to people. I told them the meaning behind the charms, how I make each one by hand with so much intention. I complimented strangers on their outfits, offered them to try one on. I didn’t have a big pitch — just realness. Just heart.

And then she came.

A woman maybe in her 40s stopped and stared at one of the angel charm bracelets. She picked it up and asked me softly what it meant. I told her it was meant to honor people we’ve lost. Her eyes welled up. She said, “My son passed away last year. He used to call me his angel.”

I froze.

She started crying. I started crying. We hugged — two strangers in the middle of a noisy, bustling pop-up market, holding onto a bracelet that suddenly didn’t feel like just a bracelet. She bought it, along with two more, and told me, “You have no idea what this means to me.”

And she was right. In that moment, I realized — this is what I do it for. Not just the sales. Not just the growth. But the connection. The healing. The chance to make someone feel seen.

By the end of the day, I had nearly sold out. But what stayed with me wasn’t the money — it was the shift in me. I had walked into that space thinking I wasn’t enough. I left with my head high, knowing that the love I pour into my work is what makes it powerful. I didn’t need a big banner or the flashiest setup. I just needed to believe in what I already had: my story, my soul, and the courage to show up anyway.

Now, every time I create, every time I show up for a brand deal or launch a product, I remember that day. I remember the silence, the fear… and the way it turned into connection, healing, and heart.

Marketing isn’t about perfection. It’s about truth. And when you lead with truth — people don’t just buy from you, they remember you.

That day, I wasn’t just a girl behind a table.

I became a storyteller. A healer. A businesswoman with a purpose.

And I’ve never looked back.

Contact Info:

• Website: https://linktr.ee/aleenuurrr
• Instagram: https://www.instagram.com/aleenuurrr?igsh=ZjZxcW5ndWRtejQ1&utm_source=qr
• Other: instagram business 1: https://www.instagram.com/charmedby_.leena
  business 2: https://aleenuurrr.gumroad.com
  My link tree has all the important links