The brainchild of a world-renowned speaker, researcher and artist, this herbal tea brand is on a mission to bring a sense of calm to your everyday (and beyond).
There is a lot going on in the world right now. We are all still healing from the pandemic that put our lives on pause, and it seems each week another traumatic event makes headlines. Add to this the growing stress of "startup life" that so many of us are all too familiar with. It's overwhelming to simply exist.
But Despierta wants to change this by bringing back the magic of our ancestors' healing through plant medicine to your everyday with intentional formulations that aid you on your awakening journey, naturally. The brainchild of Dulce Ruby – an International speaker, lucidity researcher/developer, and artist of written, visual, and audio formats within the realms of consciousness, awakening, and dreams – Despierta is so much more than just an herbal tea brand, but an educational, transformational, and tool-providing lifestyle company.
From Dulce: "Taking a moment to pause and be present with our teas is one step towards altering your reality. For it is when we accept the mission to change within, that we begin to change and awaken to the world around us."
Dulce spoke with Foodboro about her journey to entrepreneurship, what it is like being a Latina founder + how she is helping the community, the challenges of starting a CPG company, how she manages work/life balance while building a startup, and what’s next for the brand.
In Spanish, my first language, Despierta means both to be ‘awake’ but also ‘awaken.’ I find this word and double meaning fascinating as it balances two worlds that I believe are truly crucial for living a life of presence. I see it as a reminder that though, naturally, we as humans live our lives seemingly ‘awake’ there is a deeper sense of awakening and activation that can occur when truly present and aware of our reality -- which in turn awakens us deeper into what I call our true ‘dream reality’ – here & now.
If you’ve ever meditated before, or even taken a long walk in nature and felt a deeper sense of connection to something beyond yourself (something BIGGER than your normal reality), you’ve probably gotten a taste of what I am speaking of. In this state, you feel most in-tune and at peace; this is what most of us seek, this is what ‘awakening’ is – it’s our aliveness and our awareness of it.
What were you up to prior to starting Despierta?
Before Despierta fully developed beyond a trickle of continuous inspiration within me and materialized into reality, I spent the previous decade wearing many hats as an artist, creative director for a conscious-media company, spiritual poet, and dedicating my life to inner & outer world exploration and peace as a meditation guide. I spent years documenting the world’s most beautiful, sacred spaces - exploring, capturing and writing about their wonder, did a little world peace tour, traveled the globe leading meditations alongside a Buddhist monk, and hosted retreats & events that helped those who attended go deeper within themselves to ‘awaken the magic within.’
I was blessed enough to meet and work with some incredible people along the way and quickly discovered that it was time to create something tangible, perhaps less intimidating than meditation.. more wide-spread and easily translated into daily life for those seeking to explore themselves and their well-being more simply.
To be honest, this question is tough to answer because prior to Despierta, I spent my time in endless curiosity and creativity searching for new ways to inspire others to look deeper within themselves. Then just 5yrs ago, I grounded myself in nature and had to really think about how I could best serve others at this time with my knowledge and journey thus far. Then, the past couple years plus+, as so many other people, I re-evaluated my life and catapulted myself deep in my research, studies and development to use my foundational understandings of plant medicine & nature to continue to help awaken the magic within - via truly special blends of Dream Plant Magic™ (herbs, plants, and flowers indirectly infused with crystal essences) I’ve alchemized for Despierta.
Where did the inspiration for the brand come from?
In Mexico, curanderismo (the art of healing / holistic healing) is not some far-fetched mainstream woo-woo concept, it is a part of our culture & daily life. And my elders (my grandparents), who I spent most of my childhood being able to learn from, opened my eyes and mind up to these practices and the healing properties of plants early on. I can easily say their teachings and ancestral wisdom poured into me the obvious factors that contributed to the spiritually-inclined trajectory of my life.. and Despierta.
As time passed and I grew more into my own personal journey I found that there are deeper aspects to plant medicine, nature and life as a whole. Healing comes in many forms, as I believe ‘magic’ does. It’s really as simple as taking what our planet has to offer us and being able to take it in - in its purest forms to continue to expand as humans and detoxify from man-made ailments.
From watching the sunset, to stopping to smell the roses – these simple acts are magical and healing in and of themselves. With the creation of Despierta I wanted to be able to develop simple ways to ritualize something common, such as drinking tea, and bring that magic home.
Despierta was inspired by the act of being able to take a moment to create magic, through presence. Sitting, drinking a functional blend made up of those very flowers you’ve stopped to smell as you watch the sun set knowing the ingredients and their medicinal properties are aiding in nourishing and benefiting your well-being in numerous ways. It really is that simple.
What is it like being a Latina founder? How are you using Despierta to support the Latina community?
I love what I am creating – both as a product, brand and concept, but also as an individual whose story is similar to so many others in our community. I don’t come from wealth (at least not as many would perceive - financially speaking), but what I always had is what made me wealthy at heart - a family who stood by me in every moment and supported all of my dreams knowing they moved to another country to build a better life with greater possibilities.
As a Latina, but also a woman who lost her mother at a very young age, and having to break through stereotypes and not become a statistic (because there is always that part of the story that goes untold and all of the societal pressures that come with it), I feel that it is my duty and privilege to be in the CPG world bringing pure sustainable products into a space that normally we would not be included in on a grand scale yet.
I believe that Despierta itself will help break barriers, bring forth our story & culture to the forefront, and inspire those of us who didn’t have brands or figures who looked, thought or sounded like us to model after. I truly just want to let people know that it can be done and that our magic and ancient practices have survived through it all and is here to stay because it is important and valuable.
All in all, I am having fun just simply sharing these blends with those who are finding me! I have big plans and vision as I know how much it takes to come from little and work hard to manifest your dreams. My biggest hope is to make my family and culture proud and build an intentional and profitable business that can give back to those who mirror my own beginnings.
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I honestly love and admire so many brands in this space it’s hard to pick just a few to name! What I gravitate most to at the moment are brands who are SAYING something – trying to make their mark in sustainability, or do something new, unique or offer a better/healthier option to an otherwise saturated industry of sugars or toxins. And most importantly, I love brands that are well thought out, beautifully executed and BRIGHT -- something about brands and products that I feel resonate with my being and creativity just sparks something. (My honorable mentions at the moment would have to be Siete, GIGANTIC, Ghia, and immi ramen!)
What have been the challenges of navigating the CPG industry?
I believe that the biggest challenge thus far I have experienced has been navigating the shipping, customs/duties, and import world. I am putting the vision out there that I will someday be able to grow and harvest a majority of the plants & flowers I use in my blends so that not only am I able to provide magic from my own land, but also reduce the carbon footprint it takes to source externally and lower the cost that comes with moving such volume. I have a few ingredients I will always source local to where the plant or flowers grow due to climate restrictions and wishing to support small farmers, but I do plan on overcoming the overall import challenge in the future by taking on the growing/harvesting myself to nip it at the bud (pun intended lol).
As a founder, what do you do to take care of your health - both physical and mental?
As I mentioned above, meditation is a big component to my life, lifestyle and livelihood - but this looks different these days than it did even a decade ago (both thanks to our world’s current reality as well as my own personal journey). I love nature and try incorporating as much time outdoors as possible - gardening, watching my alpacas frolic the land, or simply a walk in the forest. This is my new meditation. I’ve also been diving into more healthy concoctions naturally as of late through my blends, so am loving the energy and clarity that is harmonizing between it all. Trying to find ‘balance’ is key, for any founder I believe – taking time to rest and BE, and not always be working is important and I am still learning this rhythm as I go and learn.
Be patient and understand that great things take time, trial, and error.
What advice do you have for early-stage entrepreneurs?
Be patient and understand that great things take time, trial, and error. Do your research and try to not pressure yourself to set timelines – everything will always take longer than you expect but does always fall into place if you are taking action and making moves towards your goals & vision. It took me TWO YEARS to launch Despierta (even more if we get into inception of the idea itself years prior), but now that I am here I am happy with the journey and just grateful for the moments that come as they come.
What foods do you always have in your cupboards/fridge?
As a completely unintended salesy answer, I’ll have to be honest and say I have a cupboard filled with Despierta blends, magical concoctions and herbs.. and I love/always have snacks -- healthy snacks. Haha, sounds somewhat like an oxymoron but in the cupboard I always have dates, cashews, Brazil nut butters.. stuff like that - and when I’m really craving something special.. Gigantic candy bars which I just recently got into and LOVE. My fridge always seems to have berries, vegan yogurt and plant-based mylks - I make/drink a lot of Despierta lattes and teas, so can’t ever have too much mylk!
What trends do you think are here to stay?
I think the one thing I see most at the moment that I feel (and hope) is here to stay for a while is FUN, colorful, funky and somewhat futuristic branding. Sparking nostalgia and yet creating intrigue with a touch of ‘new’ – all the while caring for the planet, aka sustainable / conscious branding is a great wave to be on. To be honest, I am here for it. We just had the craziest 2+ years of our lives as a collective, and I believe brands & creatives are wishing to switch up the energy and uplift people in every way/detail possible.
What’s next for the brand?
I am so early in my journey and yet it feels like I’ve been going on this flow for so long - but I will say I am working HARD to get Despierta in some doors (Free People, Whole Foods, etc.) as know that so many people could benefit from having these blends in their lives. I am just holding space, allowing my first 3 initial blends to work their magic and in time build Despierta into a profitable business so I can give back to communities that otherwise would not have access to fresh produce, healing foods, etc. as I’ve really wanted to integrate a give-back strategy into the brand to help bring thrivability to those in need.
I also plan on having fun pop-up events someday that are meditative, recharging and educational as I believe people get more out of products when they begin to see the big picture and mission behind it with their well-being as a priority.
My main focus right now is to keep telling my story, sharing conscious-based wisdom and products, and keep working hard to allow Despierta to work its magic in people’s lives.
There is a lot going on in the world right now. We are all still healing from the pandemic that put our lives on pause, and it seems each week another traumatic event makes headlines. Add to this the growing stress of "startup life" that so many of us are all too familiar with. It's overwhelming to simply exist.
But Despierta wants to change this by bringing back the magic of our ancestors' healing through plant medicine to your everyday with intentional formulations that aid you on your awakening journey, naturally. The brainchild of Dulce Ruby – an International speaker, lucidity researcher/developer, and artist of written, visual, and audio formats within the realms of consciousness, awakening, and dreams – Despierta is so much more than just an herbal tea brand, but an educational, transformational, and tool-providing lifestyle company.
From Dulce: "Taking a moment to pause and be present with our teas is one step towards altering your reality. For it is when we accept the mission to change within, that we begin to change and awaken to the world around us."
Dulce spoke with Foodboro about her journey to entrepreneurship, what it is like being a Latina founder + how she is helping the community, the challenges of starting a CPG company, how she manages work/life balance while building a startup, and what’s next for the brand.
In Spanish, my first language, Despierta means both to be ‘awake’ but also ‘awaken.’ I find this word and double meaning fascinating as it balances two worlds that I believe are truly crucial for living a life of presence. I see it as a reminder that though, naturally, we as humans live our lives seemingly ‘awake’ there is a deeper sense of awakening and activation that can occur when truly present and aware of our reality -- which in turn awakens us deeper into what I call our true ‘dream reality’ – here & now.
If you’ve ever meditated before, or even taken a long walk in nature and felt a deeper sense of connection to something beyond yourself (something BIGGER than your normal reality), you’ve probably gotten a taste of what I am speaking of. In this state, you feel most in-tune and at peace; this is what most of us seek, this is what ‘awakening’ is – it’s our aliveness and our awareness of it.
What were you up to prior to starting Despierta?
Before Despierta fully developed beyond a trickle of continuous inspiration within me and materialized into reality, I spent the previous decade wearing many hats as an artist, creative director for a conscious-media company, spiritual poet, and dedicating my life to inner & outer world exploration and peace as a meditation guide. I spent years documenting the world’s most beautiful, sacred spaces - exploring, capturing and writing about their wonder, did a little world peace tour, traveled the globe leading meditations alongside a Buddhist monk, and hosted retreats & events that helped those who attended go deeper within themselves to ‘awaken the magic within.’
I was blessed enough to meet and work with some incredible people along the way and quickly discovered that it was time to create something tangible, perhaps less intimidating than meditation.. more wide-spread and easily translated into daily life for those seeking to explore themselves and their well-being more simply.
To be honest, this question is tough to answer because prior to Despierta, I spent my time in endless curiosity and creativity searching for new ways to inspire others to look deeper within themselves. Then just 5yrs ago, I grounded myself in nature and had to really think about how I could best serve others at this time with my knowledge and journey thus far. Then, the past couple years plus+, as so many other people, I re-evaluated my life and catapulted myself deep in my research, studies and development to use my foundational understandings of plant medicine & nature to continue to help awaken the magic within - via truly special blends of Dream Plant Magic™ (herbs, plants, and flowers indirectly infused with crystal essences) I’ve alchemized for Despierta.
Where did the inspiration for the brand come from?
In Mexico, curanderismo (the art of healing / holistic healing) is not some far-fetched mainstream woo-woo concept, it is a part of our culture & daily life. And my elders (my grandparents), who I spent most of my childhood being able to learn from, opened my eyes and mind up to these practices and the healing properties of plants early on. I can easily say their teachings and ancestral wisdom poured into me the obvious factors that contributed to the spiritually-inclined trajectory of my life.. and Despierta.
As time passed and I grew more into my own personal journey I found that there are deeper aspects to plant medicine, nature and life as a whole. Healing comes in many forms, as I believe ‘magic’ does. It’s really as simple as taking what our planet has to offer us and being able to take it in - in its purest forms to continue to expand as humans and detoxify from man-made ailments.
From watching the sunset, to stopping to smell the roses – these simple acts are magical and healing in and of themselves. With the creation of Despierta I wanted to be able to develop simple ways to ritualize something common, such as drinking tea, and bring that magic home.
Despierta was inspired by the act of being able to take a moment to create magic, through presence. Sitting, drinking a functional blend made up of those very flowers you’ve stopped to smell as you watch the sun set knowing the ingredients and their medicinal properties are aiding in nourishing and benefiting your well-being in numerous ways. It really is that simple.
What is it like being a Latina founder? How are you using Despierta to support the Latina community?
I love what I am creating – both as a product, brand and concept, but also as an individual whose story is similar to so many others in our community. I don’t come from wealth (at least not as many would perceive - financially speaking), but what I always had is what made me wealthy at heart - a family who stood by me in every moment and supported all of my dreams knowing they moved to another country to build a better life with greater possibilities.
As a Latina, but also a woman who lost her mother at a very young age, and having to break through stereotypes and not become a statistic (because there is always that part of the story that goes untold and all of the societal pressures that come with it), I feel that it is my duty and privilege to be in the CPG world bringing pure sustainable products into a space that normally we would not be included in on a grand scale yet.
I believe that Despierta itself will help break barriers, bring forth our story & culture to the forefront, and inspire those of us who didn’t have brands or figures who looked, thought or sounded like us to model after. I truly just want to let people know that it can be done and that our magic and ancient practices have survived through it all and is here to stay because it is important and valuable.
All in all, I am having fun just simply sharing these blends with those who are finding me! I have big plans and vision as I know how much it takes to come from little and work hard to manifest your dreams. My biggest hope is to make my family and culture proud and build an intentional and profitable business that can give back to those who mirror my own beginnings.
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I honestly love and admire so many brands in this space it’s hard to pick just a few to name! What I gravitate most to at the moment are brands who are SAYING something – trying to make their mark in sustainability, or do something new, unique or offer a better/healthier option to an otherwise saturated industry of sugars or toxins. And most importantly, I love brands that are well thought out, beautifully executed and BRIGHT -- something about brands and products that I feel resonate with my being and creativity just sparks something. (My honorable mentions at the moment would have to be Siete, GIGANTIC, Ghia, and immi ramen!)
What have been the challenges of navigating the CPG industry?
I believe that the biggest challenge thus far I have experienced has been navigating the shipping, customs/duties, and import world. I am putting the vision out there that I will someday be able to grow and harvest a majority of the plants & flowers I use in my blends so that not only am I able to provide magic from my own land, but also reduce the carbon footprint it takes to source externally and lower the cost that comes with moving such volume. I have a few ingredients I will always source local to where the plant or flowers grow due to climate restrictions and wishing to support small farmers, but I do plan on overcoming the overall import challenge in the future by taking on the growing/harvesting myself to nip it at the bud (pun intended lol).
As a founder, what do you do to take care of your health - both physical and mental?
As I mentioned above, meditation is a big component to my life, lifestyle and livelihood - but this looks different these days than it did even a decade ago (both thanks to our world’s current reality as well as my own personal journey). I love nature and try incorporating as much time outdoors as possible - gardening, watching my alpacas frolic the land, or simply a walk in the forest. This is my new meditation. I’ve also been diving into more healthy concoctions naturally as of late through my blends, so am loving the energy and clarity that is harmonizing between it all. Trying to find ‘balance’ is key, for any founder I believe – taking time to rest and BE, and not always be working is important and I am still learning this rhythm as I go and learn.
Be patient and understand that great things take time, trial, and error.
What advice do you have for early-stage entrepreneurs?
Be patient and understand that great things take time, trial, and error. Do your research and try to not pressure yourself to set timelines – everything will always take longer than you expect but does always fall into place if you are taking action and making moves towards your goals & vision. It took me TWO YEARS to launch Despierta (even more if we get into inception of the idea itself years prior), but now that I am here I am happy with the journey and just grateful for the moments that come as they come.
What foods do you always have in your cupboards/fridge?
As a completely unintended salesy answer, I’ll have to be honest and say I have a cupboard filled with Despierta blends, magical concoctions and herbs.. and I love/always have snacks -- healthy snacks. Haha, sounds somewhat like an oxymoron but in the cupboard I always have dates, cashews, Brazil nut butters.. stuff like that - and when I’m really craving something special.. Gigantic candy bars which I just recently got into and LOVE. My fridge always seems to have berries, vegan yogurt and plant-based mylks - I make/drink a lot of Despierta lattes and teas, so can’t ever have too much mylk!
What trends do you think are here to stay?
I think the one thing I see most at the moment that I feel (and hope) is here to stay for a while is FUN, colorful, funky and somewhat futuristic branding. Sparking nostalgia and yet creating intrigue with a touch of ‘new’ – all the while caring for the planet, aka sustainable / conscious branding is a great wave to be on. To be honest, I am here for it. We just had the craziest 2+ years of our lives as a collective, and I believe brands & creatives are wishing to switch up the energy and uplift people in every way/detail possible.
What’s next for the brand?
I am so early in my journey and yet it feels like I’ve been going on this flow for so long - but I will say I am working HARD to get Despierta in some doors (Free People, Whole Foods, etc.) as know that so many people could benefit from having these blends in their lives. I am just holding space, allowing my first 3 initial blends to work their magic and in time build Despierta into a profitable business so I can give back to communities that otherwise would not have access to fresh produce, healing foods, etc. as I’ve really wanted to integrate a give-back strategy into the brand to help bring thrivability to those in need.
I also plan on having fun pop-up events someday that are meditative, recharging and educational as I believe people get more out of products when they begin to see the big picture and mission behind it with their well-being as a priority.
My main focus right now is to keep telling my story, sharing conscious-based wisdom and products, and keep working hard to allow Despierta to work its magic in people’s lives.
There is a lot going on in the world right now. We are all still healing from the pandemic that put our lives on pause, and it seems each week another traumatic event makes headlines. Add to this the growing stress of "startup life" that so many of us are all too familiar with. It's overwhelming to simply exist.
But Despierta wants to change this by bringing back the magic of our ancestors' healing through plant medicine to your everyday with intentional formulations that aid you on your awakening journey, naturally. The brainchild of Dulce Ruby – an International speaker, lucidity researcher/developer, and artist of written, visual, and audio formats within the realms of consciousness, awakening, and dreams – Despierta is so much more than just an herbal tea brand, but an educational, transformational, and tool-providing lifestyle company.
From Dulce: "Taking a moment to pause and be present with our teas is one step towards altering your reality. For it is when we accept the mission to change within, that we begin to change and awaken to the world around us."
Dulce spoke with Foodboro about her journey to entrepreneurship, what it is like being a Latina founder + how she is helping the community, the challenges of starting a CPG company, how she manages work/life balance while building a startup, and what’s next for the brand.
In Spanish, my first language, Despierta means both to be ‘awake’ but also ‘awaken.’ I find this word and double meaning fascinating as it balances two worlds that I believe are truly crucial for living a life of presence. I see it as a reminder that though, naturally, we as humans live our lives seemingly ‘awake’ there is a deeper sense of awakening and activation that can occur when truly present and aware of our reality -- which in turn awakens us deeper into what I call our true ‘dream reality’ – here & now.
If you’ve ever meditated before, or even taken a long walk in nature and felt a deeper sense of connection to something beyond yourself (something BIGGER than your normal reality), you’ve probably gotten a taste of what I am speaking of. In this state, you feel most in-tune and at peace; this is what most of us seek, this is what ‘awakening’ is – it’s our aliveness and our awareness of it.
What were you up to prior to starting Despierta?
Before Despierta fully developed beyond a trickle of continuous inspiration within me and materialized into reality, I spent the previous decade wearing many hats as an artist, creative director for a conscious-media company, spiritual poet, and dedicating my life to inner & outer world exploration and peace as a meditation guide. I spent years documenting the world’s most beautiful, sacred spaces - exploring, capturing and writing about their wonder, did a little world peace tour, traveled the globe leading meditations alongside a Buddhist monk, and hosted retreats & events that helped those who attended go deeper within themselves to ‘awaken the magic within.’
I was blessed enough to meet and work with some incredible people along the way and quickly discovered that it was time to create something tangible, perhaps less intimidating than meditation.. more wide-spread and easily translated into daily life for those seeking to explore themselves and their well-being more simply.
To be honest, this question is tough to answer because prior to Despierta, I spent my time in endless curiosity and creativity searching for new ways to inspire others to look deeper within themselves. Then just 5yrs ago, I grounded myself in nature and had to really think about how I could best serve others at this time with my knowledge and journey thus far. Then, the past couple years plus+, as so many other people, I re-evaluated my life and catapulted myself deep in my research, studies and development to use my foundational understandings of plant medicine & nature to continue to help awaken the magic within - via truly special blends of Dream Plant Magic™ (herbs, plants, and flowers indirectly infused with crystal essences) I’ve alchemized for Despierta.
Where did the inspiration for the brand come from?
In Mexico, curanderismo (the art of healing / holistic healing) is not some far-fetched mainstream woo-woo concept, it is a part of our culture & daily life. And my elders (my grandparents), who I spent most of my childhood being able to learn from, opened my eyes and mind up to these practices and the healing properties of plants early on. I can easily say their teachings and ancestral wisdom poured into me the obvious factors that contributed to the spiritually-inclined trajectory of my life.. and Despierta.
As time passed and I grew more into my own personal journey I found that there are deeper aspects to plant medicine, nature and life as a whole. Healing comes in many forms, as I believe ‘magic’ does. It’s really as simple as taking what our planet has to offer us and being able to take it in - in its purest forms to continue to expand as humans and detoxify from man-made ailments.
From watching the sunset, to stopping to smell the roses – these simple acts are magical and healing in and of themselves. With the creation of Despierta I wanted to be able to develop simple ways to ritualize something common, such as drinking tea, and bring that magic home.
Despierta was inspired by the act of being able to take a moment to create magic, through presence. Sitting, drinking a functional blend made up of those very flowers you’ve stopped to smell as you watch the sun set knowing the ingredients and their medicinal properties are aiding in nourishing and benefiting your well-being in numerous ways. It really is that simple.
What is it like being a Latina founder? How are you using Despierta to support the Latina community?
I love what I am creating – both as a product, brand and concept, but also as an individual whose story is similar to so many others in our community. I don’t come from wealth (at least not as many would perceive - financially speaking), but what I always had is what made me wealthy at heart - a family who stood by me in every moment and supported all of my dreams knowing they moved to another country to build a better life with greater possibilities.
As a Latina, but also a woman who lost her mother at a very young age, and having to break through stereotypes and not become a statistic (because there is always that part of the story that goes untold and all of the societal pressures that come with it), I feel that it is my duty and privilege to be in the CPG world bringing pure sustainable products into a space that normally we would not be included in on a grand scale yet.
I believe that Despierta itself will help break barriers, bring forth our story & culture to the forefront, and inspire those of us who didn’t have brands or figures who looked, thought or sounded like us to model after. I truly just want to let people know that it can be done and that our magic and ancient practices have survived through it all and is here to stay because it is important and valuable.
All in all, I am having fun just simply sharing these blends with those who are finding me! I have big plans and vision as I know how much it takes to come from little and work hard to manifest your dreams. My biggest hope is to make my family and culture proud and build an intentional and profitable business that can give back to those who mirror my own beginnings.
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I honestly love and admire so many brands in this space it’s hard to pick just a few to name! What I gravitate most to at the moment are brands who are SAYING something – trying to make their mark in sustainability, or do something new, unique or offer a better/healthier option to an otherwise saturated industry of sugars or toxins. And most importantly, I love brands that are well thought out, beautifully executed and BRIGHT -- something about brands and products that I feel resonate with my being and creativity just sparks something. (My honorable mentions at the moment would have to be Siete, GIGANTIC, Ghia, and immi ramen!)
What have been the challenges of navigating the CPG industry?
I believe that the biggest challenge thus far I have experienced has been navigating the shipping, customs/duties, and import world. I am putting the vision out there that I will someday be able to grow and harvest a majority of the plants & flowers I use in my blends so that not only am I able to provide magic from my own land, but also reduce the carbon footprint it takes to source externally and lower the cost that comes with moving such volume. I have a few ingredients I will always source local to where the plant or flowers grow due to climate restrictions and wishing to support small farmers, but I do plan on overcoming the overall import challenge in the future by taking on the growing/harvesting myself to nip it at the bud (pun intended lol).
As a founder, what do you do to take care of your health - both physical and mental?
As I mentioned above, meditation is a big component to my life, lifestyle and livelihood - but this looks different these days than it did even a decade ago (both thanks to our world’s current reality as well as my own personal journey). I love nature and try incorporating as much time outdoors as possible - gardening, watching my alpacas frolic the land, or simply a walk in the forest. This is my new meditation. I’ve also been diving into more healthy concoctions naturally as of late through my blends, so am loving the energy and clarity that is harmonizing between it all. Trying to find ‘balance’ is key, for any founder I believe – taking time to rest and BE, and not always be working is important and I am still learning this rhythm as I go and learn.
Be patient and understand that great things take time, trial, and error.
What advice do you have for early-stage entrepreneurs?
Be patient and understand that great things take time, trial, and error. Do your research and try to not pressure yourself to set timelines – everything will always take longer than you expect but does always fall into place if you are taking action and making moves towards your goals & vision. It took me TWO YEARS to launch Despierta (even more if we get into inception of the idea itself years prior), but now that I am here I am happy with the journey and just grateful for the moments that come as they come.
What foods do you always have in your cupboards/fridge?
As a completely unintended salesy answer, I’ll have to be honest and say I have a cupboard filled with Despierta blends, magical concoctions and herbs.. and I love/always have snacks -- healthy snacks. Haha, sounds somewhat like an oxymoron but in the cupboard I always have dates, cashews, Brazil nut butters.. stuff like that - and when I’m really craving something special.. Gigantic candy bars which I just recently got into and LOVE. My fridge always seems to have berries, vegan yogurt and plant-based mylks - I make/drink a lot of Despierta lattes and teas, so can’t ever have too much mylk!
What trends do you think are here to stay?
I think the one thing I see most at the moment that I feel (and hope) is here to stay for a while is FUN, colorful, funky and somewhat futuristic branding. Sparking nostalgia and yet creating intrigue with a touch of ‘new’ – all the while caring for the planet, aka sustainable / conscious branding is a great wave to be on. To be honest, I am here for it. We just had the craziest 2+ years of our lives as a collective, and I believe brands & creatives are wishing to switch up the energy and uplift people in every way/detail possible.
What’s next for the brand?
I am so early in my journey and yet it feels like I’ve been going on this flow for so long - but I will say I am working HARD to get Despierta in some doors (Free People, Whole Foods, etc.) as know that so many people could benefit from having these blends in their lives. I am just holding space, allowing my first 3 initial blends to work their magic and in time build Despierta into a profitable business so I can give back to communities that otherwise would not have access to fresh produce, healing foods, etc. as I’ve really wanted to integrate a give-back strategy into the brand to help bring thrivability to those in need.
I also plan on having fun pop-up events someday that are meditative, recharging and educational as I believe people get more out of products when they begin to see the big picture and mission behind it with their well-being as a priority.
My main focus right now is to keep telling my story, sharing conscious-based wisdom and products, and keep working hard to allow Despierta to work its magic in people’s lives.
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