Meet Aurora Diaz

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

Aurora, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?
Growing up I was always different – different because I sounded like a ‘white girl’ as my cousins would say. I grew up and lived in Richmond, CA but attended a preparatory high school where I was one of two Latinas in my entire class/grade. I was the scholarship kid who from the age of 13 needed to navigate ‘being the only one in the room’ and this same dynamic continued throughout college at the University of Oregon and work places such as Google. I was always the only Latina, entering underrepresented spaces is difficult but even more difficult is staying (After 2 years I left the prep high school) and as I became older I learned that my presence in these spaces was needed so that I could open doors for other Latinas. It is my mission for Latinas to be able to look around rooms and see representation – that is my ultimate motivator in everything I do and my purpose for creating The Jefas- a first of it’s kind e-commerce platform for Latina founded beauty brands. While I may be the first Latina in many rooms I find success knowing that we are empowering the next wave of entrepreneurial Latinas and providing them a space and a platform to elevate their business.

Thanks, so before we move on maybe you can share a bit more about yourself?
I’ve been a part of the beauty industry from the age of 5, my mom sold Mary Kay in the 90’s. I saw the excitement that makeup brought Latinas that’s where my love for beauty and cosmetics started. I want to bring forth the next generation of entrepreneurial Latinas.

The Jefas, is the emerging e-commerce platform & beauty box tailored to Latina consumers and beauty brands. Latino consumers spend $8 billion on beauty products annually, we’re the first to focus on Latina founded brands.

There’s 28 Million Latinas in the U.S. and it’s the fastest growing consumer group. 34% growth in beauty product spend over the next 5 years for Latinas vs 17% for non-Latinas. Our mission is to elevate Latina beauty and makeup products to the forefront in an effort to make Latinas feel seen in the beauty space. We currently sell beauty boxes that feature Latina founded brands and highlight Latina entrepreneurs. Our e-commerce will be live in the next couple of months so it’s a really exciting time.

The Jefas is a Black Ambition Prize Winner 2023 from Pharrell Williams, Inicio Ventures 100 Rising Latinx Founders to Watch. Grants from UPS, TikTok, Hispanic Heritage Foundation, DigitalUndivided and Pitch Competition Winner from Inicio Ventures 1861 and Selfmade from Brit&Co and part of POSiBLE Latinas from the Eva Longoria Foundation

If you had to pick three qualities that are most important to develop, which three would you say matter most?
Vision- I’m very futuristic and am fascinated by business opportunity especially brands or products for the Latino community. Being able to see the capabilities and potential reward of something is my motivator.

Purpose- Knowing I am doing something not just for myself but future generations after me. Although I may be the only Latina in the rooms now- I want to ensure there is more of us in underrepresented spaces.

Connector- I am always involved and live by the mantra of ‘always showing up’ you truly never know who you will meet that will connect you to opportunity.

Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?
The House on Mango Street- I was fortunate to recently join a webinar with the author Sandra Cisneros and reflected back on reading this book in 5th grade, so many takeaways shaped who I am today. The main character is a Mexican-American who like me grew up in a low-income community and wishes to escape her limiting environment. Yet, she learns early on that she is her community, she needs to give back and never forget where she came from. The Jefas is headquartered in RIchmond, CA the community that I grew up in. One of the overall themes of the book is ‘you always belong even if you don’t feel like you do. which I carried throughout my career and shaped who I am today.

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