We recently connected with Lorena Roque and have shared our conversation below.

Hi Lorena, thanks for joining us today. What did your parents do right and how has that impacted you in your life and career?

My parents have been my #1 supporters and primary inspiration. I’m only child and luckily the 3 of us are very close besides the physical distance that exists between us; they live in El Salvador and I live in San Fernando Valley in LA county. And the life i have right now i owe it to their sacrifices and love. And of course the way they raised me. My mom was always very strict with anything regarding academics and since i was a child she instilled in me the value of responsability, and went i was of to college (CSUN) those skills cae threw cause i was completely tunnel vision focused on graduating in 4 years and i did. I am also very responsible person overall with anything that i commit to. My dad is a very hard working person i think he has been working since he was 15, and slowly transitioned into being a freelancer and now he has had his own company for more than 20 years, seen his example gave me confidence to take the leap and become a freelancer when i was affected by the lay offs of 2023. My parents are my everything and i will forever be in debt with them, all i hope is to one day be able to retire them and make their dreams of traveling true.

Lorena, 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?

About You and Your Journey
Hi, I’m Lorena Roque, the founder and creative force behind Del Tropico Studio, where I specialize in crafting high-profile brands for Latina solopreneurs in the wellness and beauty industries. My passion for design began in middle school, where I first discovered my love for creativity and visual storytelling. Growing up in El Salvador, I was deeply influenced by the vibrant culture and entrepreneurial spirit of my family, which shaped my vision and dedication to building something meaningful.
After earning my degree in graphic design from CSUN and working for 8+ years with startups in tech, beauty, and pet industries, I transitioned to solopreneurship in 2023. This shift came after being laid off twice in the same year—a challenging but transformative moment that inspired me to take ownership of my career and create something aligned with my values and vision.

Products and Services
At Del Tropico Studio, I offer a range of services designed to help Latina entrepreneurs build legacy brands that reflect their values, attract aligned clients, and allow them to charge their worth. My key offerings include:
1. High-Profile Brand and Online Presence Process: A done-for-you service providing a cohesive and captivating brand identity, complete with social media templates, visual branding, and an initial landing page.
2. Website design
3. VIP Days
These services are rooted in the belief that every brand has a unique story worth telling and that thoughtful design is the foundation for creating a lasting impact.

Problems You Solve
My work helps Latina solopreneurs overcome common struggles such as:
* Inconsistent Branding: I ensure your visual identity feels cohesive and professional, creating trust with your audience.
* Attracting the Right Clients: By crafting a brand that reflects your personality and values, I help you connect with clients who align with your mission.
* Charging Your Worth: Many Latina entrepreneurs struggle with pricing due to imposter syndrome or lack of a professional brand. My process empowers them to confidently claim their value.

What Sets Me Apart
I believe what sets me apart is my cultural understanding and empathy-driven approach. As a first-generation immigrant and Latina solopreneur, I deeply understand the challenges my clients face. I combine strategic expertise with a personal touch, ensuring my clients feel seen, heard, and supported throughout their branding journey.

What I’m Most Proud Of
I’m incredibly proud of the impact my work has on my clients’ lives and businesses. From helping a client grow from earning $500 per week to $500 per day, to seeing Latina entrepreneurs step into their power with a brand that reflects their legacy and ambition, these moments fuel my passion for what I do. I’ve also worked in partneships with amazing brands like Airbnb, instagram, Tequila patron, goggle pixel among others.

What I Want You to Know
Del Tropico Studio isn’t just about design—it’s about creating opportunities, building community, and empowering Latina entrepreneurs to dream bigger. My work is rooted in authenticity, and every project is a partnership where we bring your vision to life.
If you’re ready to build a brand that honors your roots, aligns with your values, and positions you as a leader in your industry, let’s connect.

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

I think a clear example of how resilient i am is when i was laid off not once but twice in the same year from my corporate jobs. In 2023 there was a wave of lay offs accross start ups and i started the year by workinf my dream job and i was over the moon with it, it was perfect, it was not monotonous,every day i got to be creative and explore new creative trends, worked with amazing women and i just felt constantly inspired, then in february they cut down staff and i was one of them. 5 months went by without a job and found a new job for a pet company and it was also very fun and creative role besides the fact it being in marketing. but after like 4 months of being there they also swept the creative team out so i was without a job again. Without a plan or any clients lined up i got started into setting up my freealncing business and hoped for the best. Now its been 1 and afew months of compltely surviving out of freelancing with some amzing clients. Im lucky i was able to pull through and continue to do so.

Back story: i had always freelanced here and there occasionally for illustration and lettering work. but always had a full time corporate job

Any stories or insights that might help us understand how you’ve built such a strong reputation?

When my whole freelancing side gig started in like 2019/2020 i completely did only through instagram, and niched down to cater sallvadoreans in the united states by creating salvadorean merch and designing hand lettered quotes. this allowed me to build a small but amzing community of fellow salvadoreans that connect with my work and art. So i built a afew connections that later on helped me to survive as a full time freelancer.

Contact Info:

• Website: https://deltropicostudio.com/
• Instagram: https://www.instagram.com/loreroquee/
• Linkedin: https://www.linkedin.com/in/lorenaroquee/