We’re excited to introduce you to the always interesting and insightful Jiovani Anderson-diaz. We hope you’ll enjoy our conversation with Jiovani below.

Alright, Jiovani thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Our mission is all about celebrating individuality and inspiring others to go after what they’re passionate about, even if life’s busy. Whether you’ve got a full-time job, family, or a million other responsibilities—if I can do it while balancing my job, a newborn, and home life, anyone can. I come from humble beginnings, and things weren’t always easy, but I worked hard to grow in my career, start a family, and finally make my dream of owning a business come true.

Now, everything my husband and I do is for our son, Ezra. I want to build something he can be proud of—not just a company, but a legacy of drive and ambition to go after your dreams, whatever they are.

One thing I’m really proud of is that we’ve done it all ourselves from day one. We handled the business setup, trademarks, website, content creation, filming, editing—you name it, we did it in-house with limited funds. I’ve also been able to build strong relationships with manufacturers to bring my vision for jewelry and apparel to life.

We know the market’s packed, and we’re not trying to reinvent the wheel. Our goal is simple: to share our story, create beautiful products, and make sure our customers have an amazing experience—from the moment they find us to the moment they open their package.

When I started Charming Misfit, I wanted it to reflect who I am—someone who brings warmth and a bit of charm, but also a misfit who doesn’t exactly fit the mold as a gay Latino. I know there are so many others who live in that same duality, and I wanted to welcome everyone who relates to join this journey with us.

Jiovani, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a total newbie to the jewelry industry—my only “experience” was selling handmade bracelets in 7th grade for $2 a pop! (Hey, I knew how to hustle even back then!) But I believed I could create a great brand experience, thanks to what I learned about social media and marketing during my undergrad years working in entertainment marketing. I worked in that field for a while, but when COVID hit, opportunities dried up, so I went back to senior living, where I’d worked during college. I got a great opportunity in sales, which allowed me to save up—not just to start a family, but also to build toward a future business. At that time, I didn’t know exactly what that business would be, but I knew I wanted to go for it once we were closer to starting a family.

It wasn’t easy—there was a lot of blood, sweat, and tears (probably more tears if I’m being honest). It took real discipline and dedication to bring this company to life. One of the things that gave me a push, besides my desire to start something of my own, was when I received my biggest commission check—and Uncle Sam took half of it! I was shocked; it was a quick lesson in taxes. That experience made me realize I needed to do something to make my money work for me, so I started investing and eventually decided to launch this business as a way to build something for our future. A conversation with a friend also motivated me to stop making excuses and just make it happen.

From the moment I incorporated the business, it took about a year to get up and running. I won’t pretend I hustled every single day like some might say—there was procrastination, self-doubt, intrusive thoughts. I got stuck on the logo and name for weeks. But I created a roadmap that worked for me and my family, giving me the time I needed to make it happen. I think a lot of people feel they need to follow a strict timeline, which can be discouraging, but you can absolutely do this at your own pace with a clear goal in mind.

Now, for what we sell—we offer jewelry and apparel that fits into any look or vibe. Our pieces have just enough edge to stand out, but they’re not too flashy. We want to create items that make a statement and get people talking, but aren’t over the top. And beyond the products, we want to give our customers something entertaining through Charming Misfit Studio, where we feature artists of all kinds—whether it’s music, art, dance, or something else—to showcase their craft.

What sets us apart is that we’re a small, LGBTQ, family-owned business without big investors or corporate backing. We’re doing this to build a better life for our family, and we’re excited to connect with other companies and creators to collaborate and create amazing products and experiences.

In regards to our logo, creating it was quite the journey—it went through so many iterations! You should see my sketchbook! I wanted a design that was eye-catching, stylish yet simple, and that also incorporated our brand name in a subtle way. After a lot of trial and error, I finally landed on a design that felt just right. If you look closely, you’ll notice that I managed to incorporate the initials “C” and “M” into the design. My goal was to create something versatile, something that could look great on our products and any marketing materials we put out.

For anyone working on their own logo, my best advice would be to focus on simplicity, balance, and think ahead about where and how you’ll use it. A well-designed logo should work in multiple settings and make a lasting impression without being overly complicated.

Can you talk to us about how you funded your business?

Funding a business is definitely one of the trickiest parts, and I think it’s so important to share this with anyone who wants to get started—because, yeah, it does take capital to make it happen. I kicked things off with a few thousand dollars, which I split up between inventory, packaging, and getting some solid content creation equipment like a camera, lighting, and a gimbal.

To save costs, we do everything in-house—filming, photography, editing, you name it. I called on friends to be my models, leveraged my connections with local studios to shoot content, and saved a ton of money by going full DIY mode. I basically lived on Google and YouTube, learning how to build a website, set up social media channels, and run ads. YouTube University was my best friend (and tuition was free!). Now, I reinvest all my profits back into inventory and marketing, focusing on ads and getting our name out there.

It’s been a scrappy journey, but every bit of effort and every dollar counts when you’re trying to grow from the ground up. Check out the website, and you’d never know we bootstrapped and did this ourselves!

Any insights you can share with us about how you built up your social media presence?

Building an audience on social media has been a mix of leveraging personal connections and creating genuine relationships. I started with the support of my own social media followers—friends and family who’ve helped get the word out. Threads has also been a game-changer for networking and connecting with other creators. I’ve been able to reach out directly to micro-influencers and everyday people, building real relationships with folks who want to support this small brand. Some help out as a favor, and others work in exchange for content or a choice of product—it’s a win-win for everyone.

As of November 2024, we only have a few hundred followers, but they’re engaged, and the audience is steadily growing. They’re not just following—they’re actually purchasing products on a daily basis, with some becoming recurring customers. I think that’s amazing because, for a long time, I thought you had to have thousands of followers to be successful in this arena. I see plenty of Threads posts from other small brands saying they can barely make any sales, and I feel for them—it’s tough out there. But it really makes me appreciate and feel thankful for our followers and customers who support us and believe in what we’re building.

I’m also super grateful for my amazing best friend, Mona, who has been working pro bono as my “Engagement Strategist” (sounds fancy, right?) to help manage social media interactions and build connections. Shoutout to my BFF Mona!

For anyone just starting to build a social media presence, I’d say focus on genuine connections and don’t be afraid to reach out and collaborate. Whether it’s a simple favor or a trade, there’s a lot of support out there if you’re willing to put yourself out there.

Contact Info:

• Website: https://www.charmingmisfit.com
• Instagram: https://www.instagram.com/charming.misfit
• Facebook: https://www.facebook.com/charmingmisfit
• Youtube: https://www.youtube.com/@charmingmisfit
• Other: TikTok: https://www.tiktok.com/@charming.misfit

Image Credits

N/A Images were taken by myself and my husband (Ken Anderson-Diaz)