We caught up with the brilliant and insightful Sandra Garcia a few weeks ago and have shared our conversation below.
Sandra, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
I take a look at what’s needed and start from there. When I first started Papelitos Lindos I started creating because of the lack of connection I felt in stationery products. I once went to the National Museum of Mexican Art, took a look at their card options, and thought to myself “I could do this” and so I did. Now my cards are sold in that exact gift shop that inspired me to create. You often see things in Spanish but they’re not always created with the Latinx community in mind. I felt most cards were too wordy and decided to intentionally create blank cards that spark connections with bold and meaningful covers for my community to express themselves to those they love.
In 2022, I was having a really difficult year and I decided to create an intentional daily notepad. Our Rose & Thorne notepad was created to write down your rose of the day (something good that happened), your thorn of the day (something difficult that happened), and your bud (something you’re looking forward to). This notepad is one of my best sellers and is something I use daily to help remind me of the good, the bad, and what’s to come.
When I create, I realize there isn’t an exact process I go through I just get started and see where the creativity takes me!
Sandra, 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?
My name is Sandra Garcia, I’m a first-generation Latina who was born and raised on the Southside of Chicago. Most days when I’m not working, you’ll find me hanging out with my BFF Bruce. He’s also my production manager and keeps things running smoothly around the office.
I am a passionate, determined, and kind person looking to continue to break through ceilings as a Latina entrepreneur. I’m also an educator at heart and have 6+ years working in education. I love to dance, eat great food, learn, and create beautiful things with my hands. I also really love to spend time with those closest to my heart. I love to dance, eat great food, learn, and create beautiful things with my hands. I also really love to spend time with those closest to my heart. My family is a huge part of who I am and truly represents Papelitos Lindos to its core.
Papelitos Lindos was established in 2017 when I made an embossed Save the Date for my brother’s wedding. This personal project really ignited my love for creating with paper. I noticed there was a lack of personal connection and understanding that I felt in stationery products specifically for the Latinx community. I decided to try to change this and create that representation for my community, inspired by my community, and alongside my community.
From common phrases in English and Spanish to illustrations and designs that are derived from my culture, Papelitos Lindos is a community-oriented stationery company. My mission is to create quality and intentional paper products that ignite a personal connection with yourself and with those you love. What I’m most proud of is the genuine connection that my Papelitos evoke when they’re seen in person. My cards evoke giggles, smiles, questions, and even a kiss when they’re read out loud to those browsing. That to me is top-tier connection and I will forever be proud of what it is that I get to do!
In the future, I expect Papelitos Lindos to continue to grow and blossom into everything that it deserves to be providing my Latinx community with representation and personal connections anywhere stationery products are sold. I hope to continue to grow my online community but also want to scale my business into larger storefronts. Two dream stores would be The Paper Source and Target, which are staples to paper and gift products!
Can you tell us about a time you’ve had to pivot?
I’ve had to learn to be okay with pivoting in my business which hasn’t been easy to accept. I’m a linear upward thinker and there is nothing upward or linear about owning a business and being the only person working for it. Covid changed everything so much! I grew my business through direct community networking. I was vending at all the large Pilsen fests and relied on that to meet my financial goals. With covid hitting the world hard, I had to pivot to creating an online community. This felt easy at first but three years later, I’m struggling with maintaining that presence.
I’ve changed so much since I first started my business and find myself pivoting again. I’m not sure where I’m pivoting to, I know I love what I do and the community I create for but right now my priority is my health and stability. I will always create and share in hopes of continuing to build community and create connections. I’m incredibly grateful to still have a passion for creating but I’m not sure what’s next.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
I show up authentically as myself and I’m incredibly transparent with my audience. The algorithm is a tough thing to compete with but I noticed when I share what I’m going through or where I’m at my audience connects to it. I feel like I can’t expect my audience to connect through expression if I’m not authentically connecting with them.
Contact Info:
- Website: www.papelitoslindos.com
- Instagram: @papelitoslindos
- Facebook: www.facebook.com/papelitoslindos
Image Credits
Product Photos By Karina Mora Headshot by Jose C.