We’re excited to introduce you to the always interesting and insightful Sandra Lucia Diaz. We hope you’ll enjoy our conversation with Sandra below.

Sandra, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I am Lucia Diaz, a first-generation Colombian-American and the proud Founder of LUCIA DIAZ, a Latina-owned business dedicated to empowering and honoring Latinas through the creation of high-quality illustrations. My artworks are a reflection of my commitment to providing cultural representation and instilling pride in mujeres poderosas, so they can see themselves beautifully represented in the world. As a young girl, I knew I wanted to be an artist. My grandmother, Lucia, was the first person to commission a piece from me—a portrait of herself that I painted for Mother’s Day. She believed in my artwork my company is named after her because she didnt have the oppurtunity to pursue her passions.

At LUCIA DIAZ, our mission is clear: to authentically celebrate Latinx culture through high-quality illustrations that resonate with and empower Latinas. We are dedicated to helping Latinas feel truly represented through our stationery and illustrations. Our vision is a world where Latinas can be proud, feel empowered, and celebrate their culture with authenticity. We promise to create high-quality art and stationery products that accurately represent LATINA poderosas while providing the best customer service. Our product philosophy centers on designing products that inspire and reflect the essence of Latinas. Together, we strive to make a positive impact and bring Latinx culture to the forefront through our art and illustrations.

The first piece of advice I would like to offer is to never give up. Even when faced with rejection or hearing the word “no,” keep pushing forward. Continue knocking on doors and reapplying for opportunities. I personally experienced four rejections before finally landing my dream accelerator program. I also faced rejection three times when applying for a major grant, but I persisted and eventually secured it. Remember, “no” simply means the next opportunity, and it should serve as motivation rather than discouragement.

Another crucial step is to find a mentor. In my journey, Marisol, my mentor, played an invaluable role in launching my business and securing my initial grants. She provided guidance and support in every aspect of being a business owner. Her guidance made me realize that I don’t have to navigate this journey alone. It’s essential to seek advice from individuals who are 5, 10, or even 15 years ahead of you. Avoid taking advice from those who aren’t willing to take risks in their own lives, including family and friends. Surround yourself with like-minded individuals who are facing similar challenges and be open to their feedback.

Lastly, emphasize collaboration over competition. Understand that there is enough room for everyone to succeed. Rather than comparing yourself to others’ seemingly perfect lives on social media, focus on improving your own skills. It’s easy to feel inadequate when making such comparisons, but you don’t know how long it took someone else to reach their current status, and you don’t see what their life is truly like behind closed doors. Instead, challenge yourself to compete with your past self and constantly strive for personal growth and improvement.

I am the daughter of Colombian immigrants, and my optimism is a legacy from my mother, Luz Builes. She single-handedly raised my brother and me, infusing us with unwavering optimism, even during challenging times in our upbringing in the tough neighborhood of Miami known as Carol City. Despite the adversity, she exerted every effort to enroll us in magnet art programs and find a way to steer us away from the rough areas of the city. She would lovingly prepare arepas and diligently care for my brother, Alex, and me. When the language barrier occasionally hindered her assistance with our homework, she would head to the library to seek someone who could help us.

My grandmother, Lucia Builes, also played a pivotal role in my artistic journey. In the face of skepticism from our family, who believed pursuing art would lead to financial hardship, she purchased one of my watercolor paintings and encouraged me to disregard those who hadn’t ventured down this path before. She urged me to seek out mentors. I named my company, LUCIA DIAZ, in her honor as a tribute to her and my mother, who both lacked the opportunities to chase their own dreams. Both my mother and grandmother instilled in me the belief that “tu eres capaz” – you are capable.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Lucia Diaz is a first-generation Colombian-American and the Founder of LUCIA DIAZ, a Latina-owned business that empowers and honors Latinas through high-quality illustrations. Lucia’s artworks are created with the goal of providing cultural representation and pride so that mujeres poderosas can see themselves represented in the world.

I am published illustrator of “VIVA Latina,” written by my Target Accelerator’s mentor Sandra Velasquez available for preorder on Target.com. As Founder, Lucia has collaborated with brands such as DIOR, Tiffany & Co., Korbel, Diane von Furstenberg, CHANEL, Carolina Herrera, Marciano, Guess, Saks Fifth Avenue, Amazon Handmade, and Estée Lauder, among others. Her work has been featured by American Express, Essence, Visa, Brit + Co, Fierce by Mitu, Bold Latina, and We All Grow Latina.
https://www.target.com/p/viva-latina-by-sandra-velasquez-hardcover/-/A-92234537

I am thrilled to announce the upcoming launch of my debut book this fall, ¡Viva Latina!, a powerful collaboration with Sandra Velasquez, CEO of Nopelara. This book is a vibrant tribute to the strength and spirit of Latina mujeres, crafted to inspire and empower readers through every chapter of their lives.

¡Viva Latina! is more than just a book—it’s a celebration of Latina herencia. It brings together the voices and stories of remarkable Latina women, offering a keepsake volume filled with wisdom, resilience, and joy. Through this collection, readers will be inspired by the powerful narratives of trailblazers such as Ana Flores and Vanessa Santos Fein of #WeAllGrow Latina, Linda Garcia of In Luz We Trust, Angel Aviles, and Leslie Valdivia of Vive Cosmetics.
Here’s why ¡Viva Latina! deserves a spot in your media coverage:

Inspiring Stories and Quotes: Discover 50 empowering quotes and stories from influential Latina figures across various fields, including history, politics, business, and entertainment.

Timeless Wisdom: The book offers generations of wisdom that encourages readers to embrace their heritage and empower themselves.

Cultural Insights: Engaging sidebars highlight Latina’s traditions, enriching the reader’s experience and connection to beautiful storytelling.

¡Viva Latina! is not only written by Latinas but also illustrated and focused on representation of the Latina experience. Sandra Lucia Diaz, owner of LUCIA DIAZ, focuses on making sure Latinas feel SEEN and CELEBRATED in every artwork that she has produced.

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

I focus on applying to Grants I do not want to pursue VC funding because I want to retain 100% of ownership in my busniess. My voice rings out not just as a Latina entrepreneur, but as a champion for equal opportunity. The funding disparity faced by Black and Brown businesses is unacceptable.

We possess the talent, the drive, the ideas – yet systemic barriers keep us from accessing the resources needed to launch, scale, and reach our full potential.

This isn’t simply about closing the gap – it’s about unleashing a wave of innovation and entrepreneurial spirit that will benefit every corner of our society. Let’s rewrite the narrative, brick by equal brick, until every business, regardless of color, has the fuel to fly.

For Latina and Black entrepreneurs seeking insights into securing grant funding, this post is your compass to invaluable information. I’ll be delving into essential websites to subscribe to, highlighting Grant champions on LinkedIn, and unveiling various resources tailored specifically for Black and Brown businesses.

The Ultimate Guide to Small Business Grants for Latina & Black-Owned Businesses (2024)
https://fearlessyaya.com/the-ultimate-guide-to-small-business-grants-for-latina-black-owned-businesses-2024/

We’d love to hear a story of resilience from your journey.

When embarking on a career in the arts, it’s crucial to approach it with a strategic mindset. Treat your 9-5 job as your angel investor, ensuring that you have a stable income to support yourself. Launching a career in the arts without a solid business plan or honing your craft would be unwise. Prioritize putting food on the table and meeting your financial obligations, and then dedicate your evenings from 5 PM to midnight to pursuing your artistic endeavors.

Seeking out a mentor who is at least five years ahead of you can provide invaluable guidance and insights into their own journey. Look for someone who can offer a guided path on how they achieved success in their field. If potential mentors reject your requests, examine their websites and social media channels to glean information and learn from their experiences.

In 2019, when I discovered news of COVID-19 spreading in Asia during my husband’s last trip abroad, I had a gut feeling that it would impact the United States. As a result, I made financial preparations and adjusted my career trajectory, understanding that this could potentially disrupt my plans. I saved an entire paycheck from Amazon and ensured that I continued investing in my side hustle, recognizing the importance of staying resilient and adaptable in the face of unforeseen circumstances.

Contact Info:

• Website: https://byluciadiaz.com/
• Instagram: https://www.instagram.com/HOLALUCIADIAZ/
• Linkedin: https://www.linkedin.com/in/holaluciadiaz/
• Other: Blog: https://fearlessyaya.com/the-ultimate-guide-to-small-business-grants-for-latina-black-owned-businesses-2024/