Werk Mija has evolved from a lifestyle brand offering unique Latinx inspired apparel and accessories to a podcast community that celebrates the Latinx Cultura for Latina professionals and entrepreneurs inspiring generational change. We are on a mission to empower mujeres!
The Problem
Latinx households spend 5% more than the average American household on apparel overall and yet most commercial brands misrepresent this demographic, missing out on opportunities to build relationships with this diverse set of consumers. Large retailers see Latinos as a niche market instead of recognizing us as a valued customer. Brands don’t understand how to connect with this audience and adapt their advertising campaigns to include relevant messaging at the right time and right platforms.
Hola! I'm Xochitl Carmona, the owner of Werk Mija. I am a Latina from La Villita Neighborhood in Chicago. I am the Werk Mija customer and I have had to navigate the dualities of two worlds being both Mexican and American. On one hand, I was tired of seeing brands attempting to cater to Latinx consumers by creating products using stereotypical images and words like “Spicy” and oversexualizing Latinas. On the other hand I was not feeling represented in “Girl Boss” Brands that have been inherently white and therefore do not understand the cultural and economic barriers that the Latinx community faces to move up in a professional career.
The Solution
Werk Mija is a brand by a Latina for Latinas where we can feel seen and shop culturally significant products that represent our Latinx heritage. We celebrate Latinx Heritage 365 days out of the year as opposed to one month for an advertising campaign.
Through the Werk Mija podcast we have created a platform to amplify Latina voices and share what it means to confidently show up Latina. It is the podcast where Empowered mujeres empower mujeres. The more these business owners that share their stories, the more they inspire future Latinx entrepreneurs.
Werk Mija podcast listeners are filled with motivation to move from dreamers to doers. They are pushing past the fear and utilizing the business, finance and mental health tips to kickstart their next venture.
Through our social media platforms we are creating content that speaks to our customers, through familiar language, inside jokes and empowering messages.
Accomplishments:
Werk Mija launched with 2 coffee mugs as the love for cafecito is an integral part of the Latinx culture. The business has had amazing growth and we have had the opportunity to partner with a local retailer, Mestiza Shop, located in Pilsen Chicago to carry Werk Mija products. This partnership has increased our visibility along with sales!
Now We Need Your Help!
We need your help to grow and expand so we can get our products into more stores and raise brand awareness. We are raising funds to cover the costs of inventory which will allow us to order larger quantities at a cost effective price to fulfill large wholesale orders. As well as, allow us to partner with more Latinx owned brick & mortar stores to amplify more businesses carrying products for Latinx consumers.
Help Us Make a Difference
Join Werk Mija on this journey to build a community that celebrates Latinx cultura and empowers mujeres to create generational change. Thank you so much as we are grateful for your support and how we can make a difference together.
