We recently connected with Irais Elizarraraz and have shared our conversation below.

Irais, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

The birth of our brand started in 2020, a time of public unrest with fear and limited social interactions. Especially during a highly opinionated time period of social justice, politics, and social issues in general, I found myself exhausted repeatedly advocating and highlighting my perspective and identity. An everyday essential, apparel, became the source of amplifying my voice without straining my voice. Sin Título came about as a solution to my own problem.

Irais, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am Irais, a first generation Mexican American. Alongside my brand I have with my sister, we have a nuclear mission of community building. Growth is seen through my business in a multitude of formats. We have our apparel with unapologetic messaging that fund our free mental health discussions. We also host events outside of mental health with networking, culture, and gatherings in mind. Lastly, we have a blog that takes a deeper dive into our perspective in the travel realm. It all comes together to elevate marginalized voices. We’re always evolving which is another beautiful thing about having my own business. We’re able to steer the direction of the brand’s purpose.

Can you share a story from your journey that illustrates your resilience?

Originally our mental health initiative was a collaborative effort with another existing mental health organization. They already had a platform and we were going to be the Latine extension of their brand. However, the unification of the brands never came into fruition. We didn’t let the failure of the collaboration stop us in our tracks. We sought out other resources for us to fulfill our passion ourselves. We’re so glad that we continued moving forward when the plans changed. We still have a great relationship with the other organization and we’re both successful in continuing our own discussions.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

As an e-commerce shop, it’s difficult at times to have that human interaction. Early on, we realized we wanted to foster genuine relationships with our customers. That’s when we implemented our interactive events. It was incredible to experience and witness the relationship individuals have with our brand. To listen to how they learned about our brand to their feedback, it helps us learn and grow with our customers. Once we had our events, that’s when we noticed what brand community truly was for us.

Contact Info:

• Website: sintituloshop.com
• Instagram: @sintituloshop, @la_irais
• Linkedin: linkedin.com/iraise
• Twitter: @sintituloshop