We recently connected with Roma Villavicencio and have shared our conversation below.
Hi Roma, appreciate you sitting with us today to share your wisdom with our readers. So, let’s start with resilience – where do you get your resilience from?
Resilience to me, comes from life experiences that have proven, I can succeed and overcome. Including the loss of my mother as a teenager and my own battle with Ovarian Cancer.
Thanks, so before we move on maybe you can share a bit more about yourself?
As the designer and owner of the hats from La Coronita, I’m in charge of everything! My small business is run and operated by me.
Selling hats brings me joy. Seeing others find their perfect “Coronita” or crown just validates the power of a beautifully crafted hat. Buy beyond seeing the joy in people’s faces, it’s my own personal story that resonates with every aspect of my business and hopefully with others.
In 2009 I was diagnosed with stage 1 dysgerminoma ovarian cancer. I underwent surgery for removal of one ovary, chemotherapy and well you know the drill, lost all my hair. I found wigs to be a huge discomfort but found comfort and security under the brim of a nice straw or wool hat. Therefore, I donate hats every month to people going through chemotherapy. My hope is that by getting hats to people going through chemo, they too can feel confident and beautiful. I want my fellow WARRIORS to know they are more than a bald head and all the other physical effects that come with going through chemo. They are royal and they too are made to wear a hat like it is their crown.
The personal significance doesn’t stop there. My logo is my mother’s handwriting. Corona was my mother’s maiden name. That word translates to “crown” and in her endearment to me and my female cousins, she would call us her Coronitas…her “little crowns.” I know she would have loved this idea and would have felt honored that she is one of the main reasons I started my business. My mother, Luz Armida Corona passed away in 2007 from lung cancer.
I also have profound pride for the quality of my hats. Each one is made by hand from quality wool or beaver fur. My artisan’s are based in Mexico which also ties to my mother and father who were both born and raised there. When you purchase a Coronita, you are purchasing an heirloom that will last decades.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
I believe it was the unknown that drew me to start my business. Taking the risk and knowing that I was so devoted to creating a successful business, I would take the risk. It hasn’t been easy but I learn every day and through every pop up experience I also absorb and grow.
I would also insist you must believe in yourself. Whatever you do. If you’re not able to push through, even moments of doubt, you’ve given up…..you’re not a quitter!
How can folks who want to work with you connect?
I would love to connect with more of San Antonio in general and teach them about hats. It may sound silly but they’re such a big part of history and fashion. Some people say, “I am not a hat person.” I know I can show them they are!
I am always grateful when local businesses with a similar product or mission wants to collaborate and welcome La Coronita to pop up at their brick and mortar store.
Contact Info:
- Website: lacoronita.com
- Instagram: @lacoronita.hats
- Facebook: La Coronita Hats
Image Credits
Derick Moreno & Miguel Flores Photography
