Meet Lizeth Cuara

We caught up with the brilliant and insightful Lizeth Cuara a few weeks ago and have shared our conversation below.

Lizeth , looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

I definitely get it from my mom—100% from her. For as long as I can remember, she was always working, often juggling two jobs. She dreamed of having her own business, but as a single mother of two with little support, it was incredibly difficult for her to make that a reality.

My mom immigrated to the USA from Mexico at a very young age. She began coming to the United States at just 13 years old, working full-time babysitting children. She would take her earnings back to Mexicali, a border city, to help support her eight younger siblings, as she was the eldest of nine. By the time my brother and I were born, she was working long hours in a factory and consistently held two to three jobs to make ends meet. Despite the hard work, she always ensured we had food and never once complained about the effort it took to provide for us. She loved working.

When I was 14, she worked in a barbershop and would take me with her on weekends so I could help out by sweeping and get comfortable in her work environment. I admired her immensely—she made things happen and always found a way.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I launched Misty Phases, a postpartum recovery wear line, towards the end of 2022. It is the first brand of its kind founded by a Latina, and I take immense pride in the fact that it is 100% self-funded. My hard work has paid off tremendously, surpassing one million dollars in sales within our first year. More importantly, we have filled a critical gap in the market.

As a woman of color, I know firsthand the immense challenges faced during childbirth and postpartum recovery. Latinas are disproportionately subjected to C-sections despite being healthy, often with little to no postpartum care. Black women face high mortality rates during childbirth and within the first year after giving birth. Alarmingly, Hispanic women experienced the largest increase in maternal mortality, rising by 44% in just one year.

Misty Phases was created not only to provide essential items for postpartum recovery but also to advocate for the well-being of all mothers. Our products are now sold worldwide, and the support from our customers and the social media community has been overwhelming. This growing community of moms is learning to advocate for themselves and recognize that better care after childbirth is crucial. When mothers are well, our children thrive.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

There’s no substitute for hard work. I’ve spent countless long hours and late nights, often missing out on family and friends’ gatherings to give my businesses the attention they needed. Social media is fantastic for encouraging people to start their own ventures, but it can also mislead people into thinking success comes with just a few hours of work a day or happens overnight. Building a lasting business and brand takes much more dedication.

Generosity has been pivotal in my journey, and it doesn’t always mean money. It can be as simple as an encouraging word, a helpful link, or a 15-minute call to listen to someone’s ideas. As you grow and learn, take the time to share your knowledge with those just starting out. When I started my business, I had zero knowledge of e-commerce—I didn’t even know how to shop online. I had to learn everything from scratch, and I often wished someone could have given me just five minutes of their time. Now that I have more experience, I make it a point to share what I’ve learned with anyone looking to start their own business.

Start small but dream big. I didn’t realize the power of dreaming big. As I gained confidence, I began to see the value in envisioning larger goals. This shift made a world of difference. Dreaming big pushes, you to achieve more and recognize possibilities you never thought were within reach.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

The current challenge we’re facing is a bit of a double-edged sword. As I’ve mentioned, Misty Phases has enjoyed tremendous success since launching, with TikTok playing a huge role. Our videos go viral several times a week, reaching anywhere from 1 to 6 million views. We often think we have sufficient inventory for a few months, only to sell out in weeks.

While this is a good problem to have, it also presents obstacles. We’re unable to grow in other areas. For example, retail stores have reached out to carry our products, but with our current stock constantly running out every three months, it’s hard to imagine expanding into retail at this time.

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