Meet Niurka Castaneda

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

Niurka, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

Finding my purpose was a journey shaped by every chapter of my life — from transitioning out of the military to building AMOR Umbrella. What began as a simple class project — a heart-shaped red umbrella — quickly became a life-changing endeavor. It sparked my passion for entrepreneurship, creativity, and personal empowerment, allowing me to combine my military skills, education, and experiences with my dreams of travel and making meaningful connections.
My children have been a profound source of inspiration along the way. They constantly remind me to be the best version of myself, to live with intention, and to create a legacy of hope, resilience, and possibility.
Through AMOR Umbrella, my writing, filmmaking, and advocacy work, I realized that my purpose is about more than business — it’s about connection, storytelling, and lifting others. Producing and directing the documentary Keep on Living deepened this understanding, showing me that hope is not just an idea, but a practice.
Every project — from Umbrella Splash Magazine to the 10k Woman Rising movement — has been a step toward that purpose: transforming challenges into action, and empowering others to keep moving forward. I didn’t just find my purpose. I built it — inspired by my kids, my experiences, and my desire to make a difference, one story and one connection at a time.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m Niurka Castaneda, and through Amor Umbrella, I focus on spreading hope, courage, and connection. At the heart of our work is the Keep On Living initiative, a movement that unites storytelling, action, and empowerment to inspire resilience in communities worldwide.
It begins with the Keep On Living documentary, sharing real stories of courage and perseverance that remind us hope lives in every heart. Building on that, we’re launching the Keep On Living: 5K Move for Hope 12-Month Virtual Run Series this December, starting with our Gift of Hope Run. Every step participants take carries Emily Dickinson’s timeless reminder: “Hope is the thing with feathers that perches in the soul and sings the tune without the words — and never stops at all.” Each stride strengthens our mission to inspire healing, courage, and connection.
Finally, as an ambassador for She Talk Lead & Empower Her 10K Women Rising, I help amplify the voices of women globally, linking their empowerment journey to the Keep On Living movement. Together, these three initiatives—storytelling, movement, and global empowerment—create a community where people are inspired to keep going, keep striving, and keep living fully.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, there are three qualities that have truly shaped my journey: resilience, empathy, and the ability to take bold action.
Resilience has been essential—life will always present challenges, and what defines us is how we respond. To build resilience, I encourage early-career individuals to embrace failures as lessons and keep moving forward, even when the path isn’t clear. Every setback is an opportunity to grow stronger.
Empathy is another key quality. Understanding and connecting with others—whether collaborators, communities, or audiences—creates meaningful impact. To develop empathy, listen deeply, observe without judgment, and seek to understand perspectives outside your own. This skill will strengthen relationships and amplify your influence.
Finally, the ability to take bold action has made all the difference. Dreams remain ideas until you step forward and act on them. For those starting out, I recommend breaking big goals into actionable steps, trusting your instincts, and embracing the courage to start—even when it feels uncomfortable.
These three qualities—resilience, empathy, and bold action—have allowed me to create projects like Keep On Living, the Move for Hope run, and our collaborations with She Talk Lead & Empower Her 10K Women Rising. My advice: cultivate these intentionally, and you’ll not only move forward in your journey, but also inspire others along the way.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

Absolutely! I’m always looking to connect and collaborate with individuals, organizations, and brands that share a commitment to hope, empowerment, and meaningful impact. Whether it’s through storytelling, community events, global initiatives, or creative projects, I believe the strongest work happens when people come together with shared purpose and vision.
I’m especially interested in collaborating with:
Nonprofits and social impact organizations that focus on resilience, women’s empowerment, or community healing.
Creative and artistic partners who want to amplify stories of courage and hope through media, film, or digital storytelling.
Global initiatives and corporate partners seeking to inspire and engage communities in meaningful ways.
If you’re reading this and feel called to collaborate, I invite you to reach out directly through my website, Amor Umbrella, or via my social media channels. Let’s explore how we can combine our passions, amplify our impact, and create projects that inspire real change. Together, we can continue to build a movement where people feel empowered to keep going, keep striving, and keep living fully.

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Niurka Castaneda

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