We were lucky to catch up with Karina Catellani recently and have shared our conversation below.

KARINA, 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 idea for Treelance Yoga came to me in 2016 when I was deeply immersed in my yoga practice and wanted to align my career with my personal values. After years in PR and marketing, helping Latin artists at Sofia Vergara and Luis Balaguer’s management agency, I felt a strong desire to create something that reflected my passions and lifestyle.

Yoga wasn’t just a practice for me; it was a way to embrace mindfulness, balance, and inner strength. I noticed a gap in the market for yoga-inspired apparel that truly embodied these principles. I envisioned a brand dedicated to promoting a mindful, balanced lifestyle through eco-friendly, high-quality products.

The name “Treelance Yoga” represents this balance—“Tree” symbolizes grounding, strength, and flexibility, while “Lance” signifies achieving work-life balance. I knew this was more than just a business—it was a platform meant to resonate with people on a deeper level, combining my love for yoga with my marketing expertise.

What excited me most was creating a brand that empowers others to live mindfully and authentically. The positive response confirmed that this idea was truly worth pursuing.

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 Karina Catellani, founder of Treelance Yoga, a Latina woman-owned business that combines my love for yoga with my background in PR and marketing. My journey began while working with Hispanic artists at Latin World Entertainment, where I honed my skills in PR and social media. Later, I expanded my expertise by taking a course on selling on Amazon and meeting with experts from Meta, Shopify, and Google—all of which helped shape my approach to business.

At Treelance Yoga, we offer yoga-inspired apparel and accessories made with sustainable, organic materials. Our focus is on promoting a mindful and balanced lifestyle by creating products that empower people in their practice and daily lives. What sets us apart is our commitment to quality, affordability, and authenticity. We’re not just about selling products—we’re building a community around mindfulness and wellness.

I’m most proud of creating a brand that resonates with people on a deeper level, offering products that reflect their values. I want our customers to feel empowered, supported, and inspired to live with intention. Whether you’re a seasoned yogi or new to the practice, Treelance Yoga is here to help you find balance, both on and off the mat.

We’d love to hear the story of how you built up your social media audience?

Building my audience on social media started with a focus on authenticity. I share content that reflects my knowledge of yoga and how it can help people lead a more balanced life. Instead of polished, staged images, I post real photos of customers, family, and friends using my products in their daily routines, from different parts of the world. This approach helped me create a genuine connection with my audience—they see themselves in the people I feature and can relate to the values my brand promotes.

For anyone starting out on social media, my advice is to be authentic and consistent. Share content that’s true to who you are and what you offer. People connect with realness, so focus on telling your story and showing how your products or services fit into everyday life. Engage with your audience, listen to their feedback, and build a community around shared values.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I sell through multiple platforms, including my own website, Treelance Yoga, as well as Amazon, Etsy, and Meta. For me, it’s important to have a presence across these platforms to reach a broader audience. Having a storefront on Amazon provides visibility and trust, especially with their vast customer base and review system. Etsy allows me to connect with a community that values handcrafted, unique products, and its platform emphasizes quality and customer feedback, which aligns with Treelance Yoga’s values.

Each platform has its pros and cons. With my website, I have complete control over branding and customer experience, but driving traffic can be challenging. Amazon offers great exposure, but competition and fees can be higher. Etsy’s niche audience is ideal for yoga-inspired products, but it also requires more personal engagement and standing out in a crowded market. Selling on Meta helps me reach customers directly through social media, but it requires ongoing engagement.

In the end, offering high-quality products, maintaining positive reviews, providing excellent customer service, and ensuring a consistent brand presence across all these platforms are key to building trust and fostering long-term relationships with customers.

Contact Info:

• Website: https://treelance.us/
• Instagram: https://www.instagram.com/treelanceyoga
• Facebook: https://www.facebook.com/treelanceyoga/
• Linkedin: https://www.linkedin.com/company/treelance/
• Twitter: https://x.com/TREElanceyoga
• Other: Etsy
  https://www.etsy.com/shop/TREELANCE