This is the second part of a series honoring Latinx Heritage Month that features Noble Schools’ Latinx alumni who run their own businesses. Haven’t read the first part about Raoul Adwan and Thrd Coffee Company? Check it out here.
Karina Estrada graduated from Noble Street College Prep in 2009. After graduating, she attended college for a little while but decided it wasn’t for her and started working. She always wanted to be her own boss, so she opened Dear Me, an online fashion boutique, with her twin brother.
Karina Estrada at her new pop-up shop at Berwyn Shops.
She’s trying to change the game for Latina women in fashion. Here’s what she said about her journey:
Q: How did you start your business?
A: “During COVID, my brother and I were working regular nine-to-fives. My husband and I got really sick, which really put things into perspective – And so my brother and I were like, life is so short, let’s do something about this. So, we opened in 2020. We really wanted to bring fashionable, trendy, affordable pieces. That’s super important to us because we grew up in a minority-based neighborhood, and I always felt like I didn’t fit in because there weren’t a lot of people I could look up to as far as fashion. There weren’t a lot of boutiques or clothing stores where I could shop. So, we’re really just trying to live out my childhood dream of owning a store.”
Q: How has your business been doing since you started? Any successes or challenges?
A: “It was a little rough. We’ve been doing this for three years, and this is the first year where we’re seeing profits… We are part of this organization called Berwyn Shops currently that helps out women-owned businesses. We have a temporary physical shop from May to December with them… I think that having that temporary spot has really helped us because people get to feel and touch the clothes and get to know us. The challenging part would be just getting the name out there, getting the business out there, using social media, which I’m not a fan, so that’s hard but so far so good.”
Inside the Dear Me pop-up shop at Berwyn Shops.
The Dear Me business logo.
Q: What does it mean to you to have your own business?
A: “It means everything. It means freedom and stability. I can time out my day how I need it to be. I don’t have to worry about getting laid off or getting fired. I mean, it’s just really a dream. Anytime someone purchases something from me, I really do get excited. I put my all into it… I also feel like there are not a lot of Latina women in fashion, so I wanted to create a space in a community for women who look just like me. I’m really focused on always having Latina models at the store so we can show that there are women just like us who love to dress up and things like that.”
Q: How do you feel like your experience as a Noble student contributed to your success as a business owner?
A: “I think that Noble was good for the relationships I built – I’m still friends with people from high school 10+ years later. I think they were good at keeping us in touch with each other, making sure that after high school, we still have that Noble community. I know that I can go into Noble, and they’ll help me. That’s not something a lot of high school people can say… I do think that seeing girls just like me at my school dressing up has really helped me grow and know that this is what I want to do.”
Q: What advice would you give to current Noble students who are interested in starting their own business?
A: “It’s not easy, but don’t give up. Save up for it – don’t just go into it. Save up, do your research, do your marketing, and don’t give up.”
WANT TO SUPPORT ESTRADA AND DEAR ME FASHION BOUTIQUE? HERE’S HOW:
- Shop in their online store.
- Visit their temporary physical store before this December at Berwyn Shops.
- Follow and support them on Facebook and Instagram:
