From Grit to Global: The Latina Story Walmart Couldn’t Ignore Ft. Qiana Aviles

Jul 1

Meet Qiana Aviles: Beauty Boss & Storyteller

From humble beginnings in Brooklyn surrounded by life’s tough lessons, Qiana has consistently owned her story—never letting her past define her future. Today, she stands as the Latina powerhouse behind multiple thriving businesses (hello, Nail Lounge & Vida!) and has just launched an exciting product line in Walmart stores nationwide.

Key Takeaways from the Episode

1. Own Your Story—Every Beautiful, Messy Part Qiana speaks candidly about her non-traditional upbringing and run-ins with adversity, including a journey through the justice system with her mother. Her message? “Whatever your story is, own that shit.” Transparency, courage, and vulnerability are her superpowers—and she wants you to find yours, too.

2. Lessons from the Streets to the Boardroom Qiana credits her “tough skin” and negotiation prowess to watching her mom navigate a man’s world in Brooklyn. She applies the same no-nonsense mindset to business, and shares her top negotiation tip: “You’re gonna go high, I’m gonna keep going low—we gotta meet in the middle. Don’t be afraid to own the room!”

3. Trust and Team-Building After building multiple businesses herself, she’s now learning to trust and delegate—reminding us all that growth depends on letting go (sometimes the hardest lesson of all, especially for us mujeres).

4. Going Big: The Walmart Deal! Behind the shine of a Walmart launch is serious hustle: Qiana details how her team prepared, manufactured product, and invested capital upfront—plus the reality of working with retail giants. Pro-tip from Qiana: Prepare to invest upfront and own your IP (intellectual property) if you want to scale.

5. Collaboration Over Competition Both Qiana and Victoria call out the need for more genuine collaboration among women entrepreneurs—and urge us all to support, uplift, and build, together.

Wise Words from Qiana:

“If you have an idea, you’ve been chosen. Just own it and walk in it.”

In this episode, host Victoria Jenn Rodriguez, sits down with the powerhouse serial entrepreneur Qiana Aviles. From her roots growing up Puerto Rican in Brooklyn to founding multiple successful businesses and landing a groundbreaking wellness-and-beauty deal with Walmart, Qiana drops all the tea on her inspiring journey.

We get real and raw about:

Overcoming a federal indictment to rewriting her story
Navigating stigma and breaking generational curses
Behind-the-scenes of pitching and landing her Walmart deal—and what that REALLY takes
Team building, the importance of owning your IP, and the dynamics of women collaborating in business
The must-know truths about growing, scaling, and funding a product-based business.

In this episode:

06:28 - Non-Traditional Brooklyn Childhood
15:53 - Confident Strength From Mom's Influence
20:25 - Entrepreneur's Journey And Team Dynamics
29:01 - #Securethebigbag & Wellness Summit
41:37 - Walmart Packaging Challenges

If you want to hear what it takes to build generational wealth, create your seat at the table, and do it como una jefa, this conversation is for you.

Full Transcript:

What's up everybody? Welcome back to Banking on Cultura. I am your host Victoria Jenn Rodriguez and you know here on banking on cultura we talk about the vibrancy and complexity of our beautiful cultura entrepreneurship and of course all the bon in between. Now my guest today I'm really excited to interview her because as I was preparing for this interview I learned so much about her before even knowing this much about her. I wanted her to be on the show just because of her presence. My bestie Liz, shout out to Liz, recommended that I invite her to be on Banking on Cultura. And after learning more about her and you guys are going to have the opportunity to learn about her, you will see exactly why and why she's the perfect type of fit for our show here. So, make sure to grab your pen, your notebook, get ready, maybe grab a cafe, a glass of wine, because we are going to get all into it. So, without further ado, welcome my guest Qiana Aviles. Welcome to banking. Thank you. Thank you for having me. So tell the people, introduce yourself. Tell them about you. So So my name is Qiana Aviles. I am a serial entrepreneur in the beauty and fashion space. Um Puerto Rican born and raised in Brooklyn, New York. I pretty much I was just telling Vicki like it's okay if I call you Vicki, right? Or Victoria. Sure. I mean, usually, you know, my family calls me now, but you know, now that you're here and on the podcast, I guess we familia now. Now we we connecting now. If you're going to call me Vicki, we connecting. Exactly. Okay. Like Cardi B says, forever. Okay. So, yes. Um, I wanted, you know, I was just telling you, I've just been a workaholic lately, you know. So, um, yeah. Well, hopefully this is a refreshing escape. Yes. Yes. Yeah. So, here on Bangkokura, we like to take off the mask. We don't like to perform. We like to kind of give the behind the scenes, the rawness, the realness behind what makes us us, right? And also what has allowed for us to be successful by being comfortable in our own skin. So, we like to start with some bonjin. So, so what can you share with us? It's interesting because her mama bear is in the studio, y'all. And she was like, you know, my daughter doesn't like bonji. Every time somebody comes up to her and she turns it down, I was like, "Oh, she's a special kind." Because I know me and my girlfriends, we get together and be like, "What is tell me what is the latest and greatest?" But I'm okay with, you know, what is tea? The thing is like if you're going to be saint talking about someone, it's I I would expect you to do that in their presence to allow them to have, you know, either speak their peace or their truth or whatever it is. I just don't like to keep going because before you know, you don't even know where, you know, and it's wrong by the time it gets right. By the time it gets to you, I think gets a bad rap though because biche can be good bin, right? It doesn't necessarily need to be about somebody else. It can be about a new project. It could be about I don't know you were journaling and you had a revation like could be anything. You know what I mean? It doesn't need to be a bad thing. No. No. Especially when it is a good thing. I often there's some people that I want them to know good things and spread good things. You know who to tell. And then there's some that you're just like I'll forget it. I won't even bother because like I said it might get misconcred etc. But um I like you said tea could be good or bad. Okay. So give us some tea. Mohead. Um, let me see. Like I said, I mean, besides us, which a lot of people still don't know this, so let's be fair. Besides viva, you know, going into Walmart, that's really been my tea lately. You know, that's what I've been focused on. Um, new hobbies. I'm trying to think of something juicy and spicy. Let's let's talk about your story because your story is juicy and spicy all in itself, right? So, wellness and beauty industry, Latina killing it. Just got this huge deal with Walmart and we're going to get into the details of that, but let's start with what got you here, okay? Because you have had uh an interesting journey to get you here. You're in business with your mama bear, which I think is just beautiful and amazing and unique. Yes. Right. There are not many of those type of partnerships, especially in the Latina community, right? Unless you're thinking about traditional cultured businesses, right? Mom and pop. Mom and pop or like a cleaning service or like a restaurant. You don't think wellness, beauty, partnership, Walmart. I did it with my mama bear. Right. Right. Absolutely. So, I think that's pretty unique. But I would love to talk about the journey of you getting here. So, born in Brooklyn, right? Correct. and you had an interesting childhood where it was also non-traditional, right? So, walk us through that. Um, so being born in Brooklyn and and just in that during that time, um, I want to say that it wasn't your traditional childhood, it was, you know, filled with a lot of of life of crime, etc. Uh and um I seen a lot at a very young age and it's interesting because a lot of it had to do with my family. Um, so totally non-traditional childhood. Like I said, I just seen a lot and a things that you want to get away from because you obviously these these are not things that you want for yourself. And of course, even my parents as well as my mother, those are not things that you want for your children. Even though they may have been instilled in you due to the lack of education and back then, you know, when the baby boomers and were coming from Puerto Rico, it was like a survival. And this is what what they knew and how to because they were I mean us Puerto Ricans those who don't know they were sold a dream when they before they came to United States and then when they got here they did what they had to do to survive which was then shown you know or taught rather to my mom and it was totally non-traditional non-ethical etc. I mean I I don't know if I should get into the details any anymore because of where I'm going and how far I've scaled. But let's talk about that because as I was watching you do other interviews and doing my research about you, one of the things I really admired and respected was the fact that you owned your story. Yeah. And you were willing to talk about it in a way that had really powerful lessons, which is really what I want to pull out. So, let me help you with telling you you're trying to get there. Let me help you with telling the story. I get it. Only because uh I think that it's relatable. Mhm. I also think that the fact that you are owning it really speaks to what we try to embrace here on Banking Aura, which is whatever your story is, own that [ __ ] Right. Right. Because if you control that narrative, nobody could ever use it against you. Nobody could ever make you uncomfortable in your own skin. Absolutely. Which is a brave thing to do and takes a lot of courage. So if the journey allowed you to do that, then you're way ahead than a lot of other people who are walking out here unclear of who they are, what their purpose is, and insecure, right? Who may have a more traditional story or more safe story, right? Or what we've been preconditioned to believe is the right way, right? You know what I mean? So in all fairness and honesty, that's exactly how I truly feel. It's like my passion was to show non-traditional, this is what I've been through. this is my story. This is what I've overcome. However, there are still so many people out there who are so judgmental and don't believe like um people they've been through something. This is not who they are. This is maybe who people put a stigma on them to be. And then once you overcome these things, you still face adversity even from whatever if you want to do an investment. It's just so many things that it's like okay this is that past not knowing because on the other I never got to say in the other interviews that have done what truly transpired at the end because it's supposed it's I'm working on a whole docu series which it's still it was supposed to happen then then the writer strike and everything happened. So this is why I was never able to say the whole story. So, everyone just ran and judged by what I said, but the reason why I wasn't able to say it all was because it was going to come out in the docu series. I didn't want to say give it all all the tea like you would say. So, um so with that being said, like it's like you're so judged in so many ways and I'm okay with that. I have super tough skin. You know, success allows you to build a strong character and like I always say with everything I've been through in life, there's nothing that intimidates me. um nothing that I'm afraid of. But the truth of the matter is even like let's say if I'm dating a high-profile individual. Um they're going to give him slack because of my past and I'm owning it. This is me. This this person can be in love with you, but they're always going to get you're this high influential figure. You're dealing with this person, which is not it's not fair. But these are the things. So this is why I'm I'm trying to showcase like yes, that is my story. I'm owning it but it's not my only story. It's not my only story where you know then you have just haters etc. So you have to re it's a very fine line. So, yes, I always want to address it and I'm happy that you did your research and got to say, okay, this is Qiana because now you get to speak to this Qiana as well, you know. Um, so there's both sides, but to be blatantly forward. Yeah. Yes. We, my mother and I got picked up, we went to prison, but we didn't go due time, and that's what everybody needed to know. Yeah. because of um lack of it was just so much lack of uh evidence um you know mistaken identity it was so many things that no one got to know or see because the docu series hasn't come out yet and I wasn't able to say my whole truth at that moment and we're actually going to do updated interviews allowing people to know because once I was being called everything prison bay all type of stuff and it's just so unfair because you can't judge someone by what they've been through, all the choices they had, you know, you have to really get to know people. And I'm happy that you you you're even bringing it up because now not only have I been through that whole journey, but look now what I'm I continue to grow and accomplish and do. And this is a story for anybody else who's going through it or who has been through it. And that's the reason why I want to do prison reform for women mostly. I mean, I would show love to the men as well. But I just feel like so many of our stories get swept under the rug, you know, and us as women, it's like, h, you know, and this is why I feel that the story is so important with the mother and daughter because how many times haven't we seen Naros, etc. But have we really seen it besides recently Griselda? I was, this is literally top of mind. When I thought about your story, it definitely gave me Griselda vibes. So, but the thing is, right, Griselda is the closest thing to the truth, right? But there's so many stories of men that we've never highlight all these women who have been through stuff. So, it was a it was like the real side of a Puerto Rican mom being ra, you know, raising her children in Brooklyn, whatever her family, the background. I mean, we could get into it, but we'll be here for hours, guys, right? you know. Um, but yeah, so I'm it's it's reality. It's my truth. I'm owning it and this is who I am now. I never even had to share it. Yeah. But I chose to share it because people are always saying, "Oh, um, Qiana, what's your journey? How she was spoiled? She had a silver spoon or she had a man or whatever. What?" No, guys. And it always never felt good with me being politically correct. This is who I am. You know, I appreciate you being candid about the aftermath of you beginning to share your story. Uh because people try to pretend like that's not hard. No, it's hard or it's not difficult. Regardless of what your story is, right? If there's something in your story that you feel um other people are going to judge you on or that things would have gone differently, whatever it is, it's always difficult to share that to the public. Absolutely. So, I commend you for not only sharing it, but also being real about what came after you sharing it, right? Because what that does is it allows and gives someone else permission to live in their truth, right? Which is really freedom in my opinion. And that's how I felt. And when I started saying that story, it was like freedom. It was and I and I say this before, the first time they put the handcuffs on me after seven years, that's exactly how I felt. Freedom. Wooa. It was I was happy it was over. I was tired of running. So, this is why I'm always gonna say this the truth no matter where I'm at, whatever. If you were to ask me, I didn't know if that's something you wanted to address because sometimes different podcast or whatever it is like, oh, we don't want to touch base on that. We want to talk about different things. But I'm here to talk about it all and like you said, take off the mask. And my goal is to help as many people as possible. It's to bring as many people as possible with me. um where products a lot of times are in environment. Now, don't get me wrong, when you get a certain age, that's not an excuse. Um but like I said, that's my goal to help inspire and bring as many people with me as possible. So, what I was really interested in learning more about obviously sharing with the audience your story, but I wanted to know what were the lessons that you learned from your mom and just growing up in that lifestyle that are now transferable to you building this wellness empire, right? That's what I want to know. Like, yo, what were those transferable lessons? You know what I So, I tell everyone my strength, my drive, the things that I've seen my mom do who's in the in the room. What I've seen her do, I never seen another man do. My strength comes from her. I apply that to every day. um whatever room I'm in, whatever meeting I'm walking in, I walk in with so much confidence because of the things that I seen her do and interact with men years ago when it wasn't okay when the average woman couldn't even drive, you know what I mean? So, just to see her do all these things, she doesn't even know how much how strong it made me, you know? And like I said, I dominate and talk in in any room that I walk in with so much confidence. And if I hate to say it, but like the street game is almost like the corporate game. It's just Oh, it's exactly the same. Just different different people, different things that and people in corporate are doing worse than the people on the street or sometimes they're just as trifling. Ex. This is what I'm saying. You know, and it's dirty. It's bad. You know, they'll do anything to cut your throat. Absolutely. So, it's just pretty much the same. um who you trust. They package it differently. Amen. And so that's why it's looked at differently. Yes. That's the only difference. Exactly. But they got a whole bunch of shenanigans going on as well. So you spoke a lot about your mom and we also have some that are really like do it the same thing just legally. There's a lot of companies. There's a lot, you know, everybody's doing coke on Wall Street. That's number one. They on the trading desk high as [ __ ] And I know cuz I grew up on Wall Street. So I know. Okay. I've been offered plenty of bumps and I'm not talking about caviar. Okay. So, it goes down. Yes, it goes down. That's why I'm glad you are fully aware. I am fully aware. It is no secret. And anybody who tries to deny that is is in denial. He's in dulu. Absolutely. But you mentioned your mom, you know, dealing with men back then. And when you are at the table negotiating deals for your brands and just you know negotiating with vendors and merchandisers etc. Can you give an example of something you saw your mom do that you have now brought into your business? Oh absolutely. um her like I said the toughness uh just very firm and again I was like a little girl but I I remember these things and she was always very firm and I always remember how all these men looked up to her um and I always wanted that too but in a different role you know what I mean a different life um so those same things that I saw growing up like I can walk into a meeting I'm a great negotiator okay give me your top three negotiation tips I I always say you're going to go high, I'm going to keep going low. That's always my thing. I don't know how to say I don't accept no. So, I just keep going going, you know? I'm like, we got to meet halfway somewhere here. What do you mean you're going to go high? I'm going to keep going low. What do you mean? Like numbers wise? Numbers wise. Like, if they're going to propose obviously a higher number and I'm going to keep going lower, so we got to meet halfway somewhere. Like, let's stop wasting each other's time. Let's both make each other happy and, you know, we're going to keep doing good business together. I believe a relationship, a great relationship starts when both parties are happy in in business. Um, so great negotiation. Like I said, I just go in there with so much confidence. I've had men tell me, "My god, do I still have my pants on?" I love that. And I'm just like, "Okay, so compromise is what I'm hearing." Confidence. Yes, for sure. What's your third tip? Um, I told you I never say no, right? Uh, I mean, I know don't take no. So, is there anything that like let's say you're about to go into I don't even think about it, right? Like, how do you prepare? Like, what do you do when you're going? It's so natural. I literally have people call me and be like, "Can you tell them? Can you talk to them for me?" Because they have seen me do it again. I'm not realizing that I'm somebody else is watching because it's it's become so natural. It's actually a turnon for me. It's crazy cuz I'm like, "Okay, I'm going to I'm going to get this done." Yes. And so far, it's worked. Well, you have several businesses, so it has worked. So, you have nail lounge, you have Vita, you have clothing line, honor, honor, gamas. Remember, I have Viva, I have nail lounge, I have Va Dry Bar, I have Honor, I have Q&A nail polish, girl. Okay, hold on a second. How do we even start that many businesses? Like, is it your team that's holding you down? Like, how how does that even begin? No. Okay. So, that's where I have to start letting go. I've been um doing everything myself for so long. And it's like, okay, now you have to start delegating people, especially now with Walmart, etc. It's like, okay, you have to build a solid amazing team. I think that at the beginning, the trust issue was a thing. So, I just started taking everything on myself. And I don't know, I can't People always ask me, but how do you do this? How do you do that? And well, it has to be a dream. We can't be at nail lounge all day. And well, no. Well, no. I now have like a manager, but when I when you say like to start all these different businesses, I wish I had a team to apply that. No, I don't. Um, but I do have a manager at Nail Lounge. Obviously, we have individuals who work with Viva. Um, but all the companies started by, you know, myself. My mom started Viva and then I came on board and we kind of did it. Now we're doing it together. Um, but initially like all the other businesses, I initiated them. I started them. Yes. Okay. Would you do it the same way all over again or what would you do different? Absolutely. Um, like I said, it's hard to trust individuals now. It's different. I I plan to build amazing solid teams, but it takes time and any as anyone knows as an entrepreneur, your operations and your solid team take some time to build. Yeah. So that was actually what I wanted to ask you about was team building because the way I imagine it to have that many businesses there needs to be people that you ultimately trust to like run the ship while you're not there because you can't be everywhere at all the same time. No, for sure. Like I mentioned with Nail Lounge, I do have someone. By the way, for those who don't know, Nail Lounge is a very popular nail salon in New York City. Okay. you know, your favorite influencers, celebrities, all the things. I've been there, which kind of like put you on the map, right? Because it was that that kind of y that's what catapulted everything. Um, it opened up so many doors, so many great relationships. Um, began at nail lounge, which I no longer have a restaurant, but I went on to do restaurants, etc. And, um, you just your network just continues to grow. So, yeah, that's kind of where it started 15 years ago. So, how did you manage to let go and actually like begin to trust people? Well, you have no choice. You your bandwidth is but so, you know, so wide, so broad. You have to definitely start delicating things. Um, but like I said, you still want to oversee everything and make sure that everything is running smoothly. Like when I leave here, I'll pass by um nail lounge, make sure everything was okay. But for the most part, you know, I get close outs. I still haven't let go. Everything's on my phone. All data, messages, everything goes through my phone. Um, even while I'm driving here to you, like everything is non-stop. I still oversee everything. Email campaigns that are going out, I see. Get approved. Um, push notifications that go out. Approve. I approve everything. Do you think you'll ever be able to let go? I want to. Okay. I want to I want to I feel like tr to even truly be more successful, I need to let go. Mhm. I need to focus on being the CEO. Yeah. Yeah. But I can see how that could be difficult, especially I'm pretty sure you came across a lot of characters growing up and just seeing how those relationships needed to be managed and then thinking about your business, which is your baby, it is really difficult to like let go and it's hard to find good people and people that especially these days. Yeah. and people that you know are going to treat your business with respect. Absolutely. Um as they would their own. So I could see how it could be difficult like letting go. Um I wonder if that is more a woman thing because I find that men delegating here take this, take this, take this, take that. But for women, I don't know if it's because um we have this like fixer complex. Like we got to be the fixer upper. Like we have to we're just so used to managing multiple things at once. Absolutely. And it becomes very natural for us that we sometimes like forget that in order for us to grow, we need to let go or for our own mental health, for our own survival, like we need to chill and we need to like delegate. No, absolutely. I would totally agree with that. I also feel like us women, we're also like nurturers, right? And if it's our baby, it's like I don't want to let this go or you know, it means so much to me. I want somebody to love it and have as much passion as we do. And most of the time, like you said, men are easy because they know having a good team or a good woman on their team, everything's going to get done. Girl, all the successful men that I know, the majority of their team are women. Yep. The majority of their team are women. That is 100% true. That's a fact. Mhm. Like they say, but what I find interesting is when women work with other women, like when the woman's the boss and then it's a woman team, like the dynamic is just like so different, which I think really sucks cuz it's like why are we out here making these men more successful? Like we should be making each other more successful, right? Absolutely. It is so true. Um it's actually sad. Um because I don't know if it's like to in today's day and age everyone wants to leap and like like your story is so beautiful but like no one wants to go through that phase anymore. And I think when women work for you and they see you okay let's they see you own this beautiful place they see you driving a nice car and they see when you're you know you come and they're like maybe all day working they're like oh that should be me. And it's like it will be you just put a little bit of effort into your work and let's work together. And I think that that's another thing too where why if I have a successful business, why are you trying to do the same concept right across the street? Why are we not coming together and opening five of them? Like it's like everyone wants this title where once you're successful and you have the title, you're like, "Oh my god, don't even call me." Yeah. Tell somebody else. Cuz you start getting all these things that come to you. It's like people want the success in the title, but it's like once you have that, you're like, I don't even want I don't need I don't need nobody to know. It's okay, you know? So, I just wish that more women would come together in that way as opposed to just like having an issue taking um whether it's being told what to do if it's, you know, it's just it's a iffy it is. I don't know why collaboration is just a huge gap when it comes to women. Um, I mentioned to you that I started a nonprofit literally called the female collaborative to teach women how to collaborate because we just don't know how because we were raised to compete for the appeasement of men really. That's what we are raised to compete for unfortunately, right? Uh whereas men they're raised to compete for goals, for accolades, you know, for different things. And that carries over in our adult lives. And I find that like that cattiness and that jealousy that exists with women. You know what I find in this era of so much exposure and people just having so much access and people creating their own narratives without having the full story. It's very easy for them to become envious or to feel like why not me because they haven't achieved like they're not where they want to be. And so it's easy for us to like look at somebody else and kind of have this this jealousy. And I think jealousy can be healthy um if it triggers something in you to step up, right? You know what I mean? Like um and I think or good competition, right? Like healthy competition. Healthy competition where you're like, "Okay, wow, that's awesome. I want to do that." Or or even be inspired, right? Um but I don't know. It's just like you said, I don't know why they have that issue. Yeah, I really don't. Um, it's sad. Hopefully with, you know, your um nonprofit, you can change that. I try. I mean, we have events all the time. Um, how's that going? You know, it's going well. We're doing good. We're in our eighth year. We have an annual summit called the Secure the Bag and Wellness Summit. That's amazing. So that women can learn how to go after the bag, but also prioritize their wellness. Um, so last year was the first year that we focused on this theme and it was received really, really well. So, we had conversations about, you know, securing corporate contracts, working with partners like Walmart, but also per menopause, cuz listen, that is like a real thing. That's a real thing. And the data is telling us that women younger are starting to experience permenopause like early 30s. Why do you think is that? Why do you think that's happening? Like the like because you know, doesn't it go by like when you first got your menstrual or No, it doesn't. Wow. It um is different for every woman and they haven't really figured out like what jump starts it. However, there is data of course tied to diet, right? So your diet is like attached to everything. So your diet could drive like how bad it is versus how good it is. But what's really great is like now they have all this hormonal therapies to help you with some of the symptoms of pmenopause. Yeah, that's good. But a big part of it was women weren't educated on what those symptoms are. So they'll go to the doctor and they'll be like, "Yo, my shoulder I can't move it. Like it's kind of like dead." And doctors would like give them all this medication not knowing that that's actually a symptom of permenopause. It's called cold shoulder. Wow. I didn't even know that. They go to their gyn and they're like, "Yo, my vagina is not dry. Like what's going on?" Like I'm complaining to my man like he got to do something different. Right. And so they're like, "Oh, use lube." But it actually is a symptom, right, of parame. And like all these things like the most minor things like my cousin, she has it and her ear inside is Thank you. her ear inside is itching the like the hell out of her. So she's like literally like trying to like dig in her ear. Like the most random annoying things and beautiful things about being a woman that we have to go through. But you know, women don't know. So they're going to the doctor and they're being misdiagnosed because they don't know that it's per menopause. So we had some doctors on the panel. So really interesting stuff. We talked about diet and all the things. We got we got to get you involved. You're the wellness queen, you know. Does it happen in New York or It does. So this year it'll be in New York or New Jersey. We're still looking for our location. Wow. November. That's amazing. especially with um great information, you know, cuz I truly believe like you should leave with something when you attend these great events. Totally. You better leave with something. Yeah. Cuz I don't know. Yeah. But you know, some you like, "Oh my god, I can't believe you didn't leave with anything." You know what I mean? Absolutely. I say that too like attach yourself to someone that may inspire you or whatever it is. Like you got to leave or take information when you attend these events. Absolutely. And I take pride in curating a space where you have no choice but to leave with something, right? Because you're sitting next to somebody who's dope as hell. You're hearing from somebody who's dope as hell or we're creating the environment for you to connect and for you to find yourself essentially. Sure. Is it is it like a invite only or is it like No, it's open to the public. Um we usually have about 200 women who come. We cap it at that because once it gets beyond that it's like a monster. Yeah. It becomes it becomes too much and get somebody else to do it. Okay. Yes. No, I get somebody else to do it. I totally get it. Um but I do like keeping it a little more intimate. Like I like seeing a face and knowing the name to the person, you know. It's awesome. Congratulations. Thank you. Thank you. It's a lot of work, but but it's it's good work. Let's get into the bona with this Walmart. So, how did this even come about? Okay. So, we've been Viva has been DTOC for I want to say we really went D to D T D T D T D T D T D T D T D T D T D TOC is direct to consumer. Yes. For I'm sorry, apologize for that for those who don't know. Direct to consumer. Um we've started about 2017 cuz my mom really was playing in the kitchen in 2015 16. Mhm. So in 2017 we went ecom and I you know social media with IG and everyone was my mother was giving out the products in the salon and um you know we had all these influencers coming in like you said and she was just giving it out. It didn't start as a business and as as people were loving the product they just kept coming. They started making cheese lines. It was crazy. And of course we had you know people like Cardi B etc come and it just kept growing on its own like organically never no ads ex nothing. That's amazing. So then we had someone that works with um who was watching this I guess the whole time and um they were working on someone that's like extremely famous. I don't want to say because they're not saying their business like we would never think, right? They come and they're like they reach out and they're like, "Hey, if it's Bad Bunny, you got to say it's Bad Bunny." All right. No, but it's like one of the first influencers. Okay. Ever. Okay. And they were like, um, they reached out to Kardashian. I am not saying. Okay. Okay. So, um just very close, right? And they reached out to someone else who I knew and they were like, um, we would love to meet her, and we we can't believe this. We have to see it for ourselves. And I'm like, okay. They flew in from LA, came to our warehouse, and they were like, "We can't believe what you've done." Like, with bare bones, nothing, you know? And um I was like, "Well, it's here. You see it. It's reality or whatever." And they was like this is insane. And then they intro wanted to introduce and to Walmart's altars etc. And we set up a meeting. They set up a meeting to go down because when they came they were like which I found really interesting. They was like no not to put anyone's business out there but your numbers are more than this person's line. And I was like no freaking way. Like there's no way. They was like I work on the line. I'm telling you. That's awesome. So, um, we went down to Bentonville, Arkansas. Shout out to Arkansas. Yes. To the AR. And I don't know if you ever been, but it's so impressive. Right. So, I didn't grow up I grew up like I didn't really go to Walmart like that, you know, because I never really lived by Walmart. It was more like other brands, but I don't want to mention right now. Even though it's okay because we plan to be in Ulta and Target. I should have said that in Binge. But um so when we went down there, we had to present. We presented my mother and I and I killed it. Okay. Of course. Yes. And um so what did that presentation look like? Like walk us through what what's included? What are you talking about? Oh, yes. That's important, right? For the women and men that don't know. Um, it's a deck and and in that deck as if you were to present to any other I don't know if anyone has experience presenting, but it's pretty much like your story in a booklet. Um, and we I say my mine was a booklet that I remember some of the people from Walmart, they was like, "Oh, this is money." And cuz you put effort into it. It wasn't just like something you get off a check. It was like paper. I wish I would have bought it to show you. Yes. It was a thick paper binded. It was a beautiful imagery. Um, my grandmother was in it. The story of being, you know, Latin and how we understand polycultural hair. And so we presented that. So it consisted of that. It consisted of our numbers. It consisted of um our competitors, everything that a deck would consist of that as well as our story like our mission, how we started, um where we at in the in that space of the, you know, what whoever else is out there and how we differentiate ourselves. Um so that's what it consisted of and they love. And what were the stats cuz Latinos are big purchasers in the wellness industry, right? Yes. Well, overall I I don't remember the recent number for that, but overall, yes, we kill it. We dominate. I think we pretty much own the category and um for for the buying power, which was kind of predictable anyway, right? But um we definitely own that space. And the Walmart, I think it's 70 73% of the shoppers in Walmart are Latina women who purchase for their families. M the whole household, even the men. Wow. Incredible. So, okay. So, you're in this meeting and the meeting was for them to carry your product. Yes. So, what like what does that look like? Like, do you have to order a whole bunch of inventory to stock it? Like, how do you get paid? Like, are you getting paid off what they sell? Like, how does that work? Okay. So, do you want me to finish the one of Okay, so the meeting how it Okay. Yeah. Yeah. Finish the meeting. So, we were in excited. I'm like, "Give me all of it." So, when we go to So, when you get to Arkansas, by the way, shout out to Walmart. Like, you guys did such an amazing They own Yeah. Shout out to Walmart. We actually really do love Walmart. You'll get more of that boom later. Yeah. So, we Congratulations. Um, so we walk in, right? I mean, you get there and everything's like Walmart. These buildings are amazing, state-of-the-art. you just grow a totally different respect for, you know, the Walton family and what they did and what they're what they continue to do. So, I'm there, you walk in in the conference room and remember I told you, I believe you got one shot and you better own it, you know. So, I walked in there and I'm like, I gave it my all, you know. I left it all on the table. My mom Did you practice? Did you like rehearse before the meeting? I never do. I just asked God to open this up and you know I just I went through the thing because some of the stuff was added like the printing it was like added so last minute. So I was like I just spoke from my heart and I always believe in speaking from my heart and you're going to either love me or hate it. You know what I mean? So I believe in speaking from my heart. We did. Nailed it. As soon as we walked out, you know, the buyers were like, "You're in." Wow. Incredible. How long was that decision-making process? Well, it didn't take them long, which I was so I was okay. So, we walk out and they're like, um, you're in, right? But then I'm like, okay. Like, what is this? And they said, you're in. You're in. Wow. So, and you know the module that's coming uh uh fifth week of 2025, which is this um this year obviously. And then it got pushed cuz fifth week is like March, the first week of March. Then it got pushed back. Girl, my packaging was delay. Like you said, it's not always pretty. We're we're taking off mask here. We're saying the truth, right? Um packaging was delayed. Uh I had to airfight packaging from China. It was a lot of money. Like you said, you dish out so much money. So whoever is watching, if you planning to scale, make sure you're prepared because you can fail um and lose both, you know. So, it's Let's talk about that. Yes. So, when they tell you you're in, what do they say? Do they say you need to have a certain amount of product by this day at the store? So, remember, they're still not telling you the amount of stores you're in yet. Okay? They're not telling you anything. So, it's pretty much like figuring everything out and learning as you go along because first you got to have your they got to prove which products it has to fit perfectly in their module. Um, so then you don't know, you can't produce. What's the module? What is that? The modules when you go into the store and see how everything is set up. That's their module. Okay. So, um, like on the shelves you're talking about. Okay. Mhm. So, but they they literally in Bentonville and they have like a fake Walmart where they set everything up on the shelves. Do you get to say where your product sits on that module? No. M. So, I was so blessed because if you go to any Walmart right now, we just came out. We're sitting with the heavy hitters. And I'm just like, "Wow, God, you are so good. You are so good." Um, but no, you don't say. You don't say which stores. So, you're kind of just going with the flow, but it's so many intricate details because it has to be lab tested. Everything has to Walmart plays no games. um you have to, as you stated, manufacture thousands and thousands of units. You're not getting paid upfront. However, if you're minority woman, a businessowned woman, if you have that certification, you will get paid maybe as fast as 48 hours. However, but if you're not, which I'm working on my certification now, so yes, I had to put up all that money. Wow. Okay. so had to put up hundreds of thousands of dollars because you're now manufacturing not only packaging formulation. You have to make sure you own everything. It's so did you take out a loan to do that? No. By the grace of God, thank God that we did well DTOC. Remember I told you we did really well DTOC. Um the our clients, our faithful, loyal customers, I can't thank them enough. like they've been with us for years and by the grace that we've been able to, you know, I didn't have a loan, no line of credit, nothing. Did you think that was the smart way to do it? No. Um, but it's like again, I believe you have an opportunity. Own it and what I mean, I'm losing out for 60 90 days. That's okay. I'll wait. I know the check is secure, you know, but just you just have to put out a lot of money up front. Yeah. Yeah. And then I was doing two because when we when Walmart came and approved us, our packaging was [ __ ] I'm sorry. It was shitty. Like it was terrible. And I and I again being as transparent as possible. I was like, "Okay, no, we have to redo packaging." It was like starting all over brand deck everything. Um, so all that cost us money, too. And then I was doing two of them because I was doing a specific ounce size for Walmart and now a specific size for DTOC for our consumer. So Walmart only has 10 ounces. Um DTOC has 13. So it's two different Wow. It was literally two businesses at the same time. And the people that I were dealing with, they're like, "How are you doing this? This is nuts." And I was also working on another brand that I'm coming out with, but it's not for me. I'm doing it for someone else. Oh, nice. So, it was a lot and they're just like, why uh, you know, it's this is a lot. Like, you're designing packaging, you're doing this, you know, so it's a lot, guys, with the Walmart deal. So, they get you on the shelves. So, is there conversation about like, are you getting a percentage of the sale? Like, how are you? Absolutely. Okay. Oh, yes, of course. Okay. Uh, Walmart and I do 50/50. 50/50. Okay. Interesting. And is it like do they send you like reporting of how much sales in each store? Everything. They send you everything on a weekly basis. When I tell you they are so detailed in every sense of the word and then you have a team who handles that because you can't be in every state obviously. So they tr go to stores, they tell you your sales, your stats, your projections of the next six months. They have all that. Interesting. Is it like a year thing? Like what do they do? Do they say let's see how you do for? No, they just give you the continue give you stores a certain amount. You do good, they give you more stores. Um the only thing that I can think could get you off shelves if it's not selling. Yeah. So just in right cuz you just got March is when you guys officially kicked off so far. What has been your biggest lesson? Um, with Walmart, uh, put all the marketing up up front, you know, don't be afraid. What do you mean put all the marketing up front? So, you can't wait till third or fourth quarter to start put pumping all this money into marketing, you know, you have to go really hard like the first quarters that for sure. And like you mentioned before, would I have done it differently? Would you get a line of credit? Would you do that? Those are the things that I um have learned with the the experience that I would suggest that if you can. U but I heard amazing stories when I went to their summit. They had a summit before you go in and they invite you to and they were like so many other people who were already there and they were like saying, "Man, I did everything I had to. I maxed out credit cards. I borrowed money." But then years later, they were in an amazing space in all their stores. 4,500 stores. Wow. Wow. So, they're doing amazing. So, it's like, you know, some things are just worth it. I'm always a fan of OPM, other people's money. It's other people's money is those dudes. Like, leverage build your business credit and leverage the hell out of that [ __ ] No, I wouldn't even know how to like of course you know you can go to a bank and take out a loan or what whatever but I don't know and like you said blanitos do this all the time. I don't know how to ask somebody for like oh can I get $200 $300,000 and they do it all the time. Yeah. All the time. Like nothing. Some of them is like if you're not asking for 2 million you're wasting my time. Mhm. Yeah. Totally. We own this 100%. Mhm. So to start Yeah. you know, the equity. And so you're like, cuz it's like you said, we're Latinos. This is an opportunity to create legacy, generational wealth for years to come. Do you just start selling that off? Yeah. You know, once again, it is our baby. My mother poured everything into those these products. I've watched her. We continue to do more research to make them better and better. So, this is not just like, oh, we went to a manufacturer, slapped the label on it. No, this these are our formulas that she's researched that she came out with and we continue to do that now together. You know, I think we've both grown a passion for it and you know, we plan to do more and more lines, more collections, and so yeah, it's more personable to us. Yeah. Yeah. No, that's that's the tricky thing when you choose to bring on investors, right, is you obviously have to give up something, right? And also you got to deal with their [ __ ] like their personalities. They want this, they want that. You got it right in. It always has to be the right investor. It has to be the right investor. Um, I started Honor, I started this brand with someone and it just it didn't work out. Um, and I'm cool with that, you know, because it's like, like you said, different personalities, etc., and you're just like, no, I'm okay. I'm going to take this off on my own. Um, and that's another thing I've experienced, too. like not everyone is a good partner. It has to be the right partnership, right? You know, so if you're going to take money, for example, like you said, from investor, it's like who is the investor? Is it a right partnership? You know, cuz you're giving up so much. So um as far as equity, you'll be um interested in learning that there are some investors that don't even want anything. Like they'll give you money and they're just like, "Show me a return, right?" And then it's whatever. So, those are the ones I need to know. Those are those are the special ones that you got to like seek out. And there's also like tons of grants, too. Like Tori Burke gives out grants. Like there's tons of money floating around. Absolutely. Um that you can apply for that you don't even have to pay back um that you can put towards whatever. You know what I mean? And the fact that you have so many years of experience in the game, you have numbers to like back it up. You know, people want to be just to say, "Oh, yeah. I was a part of that." You know, even though they don't own anything, they just want to be like, "Oh, yeah. I was a part of that." And what I've learned is that these people with just disposable income, some of them really do care about helping like another entrepreneur like really grow, right? And then others are just like so like whatever. They have these family offices that just their main job is to give out [ __ ] money. Money. They have to. Yeah, they have to. Yeah. Just to give out money. It's like give it to me. Like, give me the money. You know what I mean? Well, I'm going to When you dedicate, then you'll get into those rooms. Spend time in those rooms. Yes. I was just going to say, you know what, moving forward, I'm going to do all those things. But I I haven't had to, you know, by the grace of God. But does it mean as you continue to grow that you're not going to need it? You said something important that I think a lot of entrepreneurs do need to keep in mind like scaling sounds sexy, right? And it sounds like everybody has that goal. I want to scale. I want to scale. I want to scale. Not realizing like what that entails, but also how it could be your demise. Absolutely. Right. If you scale too fast, like there's plenty of those stories, you know what I mean? So, the fact that you are doing it your way and on your timetable obviously has served you. Yes. So, you know, absolutely. You got to decide like if you're really ready, right? And if you really want to do that, it's another level. It is another level to unlock. And I was just going to say that like someone asks me, you know, when they ask you like your goals and stuff and then they're just like, okay, but why? And I'm just like because that's what, you know, but there are some people that you don't need to. If you're making, I don't know, $100,000 a month, people are happy, you know. So, it's all what you truly want in life and what makes you happy. Yeah. Is that what you guys are making? A more more than 100 grand a month. Wow. What a blessing. So cool. Yes. Thank God. Yeah. Thank God for that. That's dope. I feel like there's so much more that I want to dig in. You can. I know. It's just I know you know everything. I want to let know everything. You I'm here. You know I And that's what I always say. I want to be as transparent as possible. Yeah, I know you're probably running out of time, but So, I guess what I would love for you to leave with folks is how would you suggest someone who wants to start in a product based business, someone who wants to do DTOC, someone who wants to start like e-commerce, what are some of the things that they need to consider before like they launch? Owning your own formula. Why am I speaking up to the mic? Like owning your own formula. like your own formula. Uh, whatever it is, whatever product it is, make sure you own the IP for it. Okay. Um, it's just like music and royalties. Any It's the same thing. Okay. Um, if I don't own this, I can't never truly sell it or scale it to its full potential because someone is going to come and say, "You do not own this. I do. So, you can only get a percentage of it." Okay? So, I would suggest anyone before you launch and even if you want to launch first, do whatever you have to do to own whatever it is, whether it's makeup, hair care, whatever it is, please own your IP. Mhm. Cuz you'll never be able to sell or be truly successful if you don't. You can do D to C, that's great, but you would never truly How was the So, did your mom come up with the formula? Yes. So, she's like a scientist.

Okay. She's like a jack of all trades. I always make a joke. She went from cooking something else with it. Yeah. Right. So, so um it's her Okay. She created the formula like um at home etc. Then when you go to manufacture it like to percentage wise and you go into stores or just anyway even on DTOC you break it down to the science aspect of it. Okay. So that's how they help you. But they know when you come to them, it's NDA. This is my formula. Okay. And and when in our warehouse, we were just doing it for years ourselves. But once you start scaling and you need other individuals to help because you can't just be mixing there forever, um you you do need to say this is my NDA, this is my formula, this is we understand that. You're just breaking it down to the science. Got it. Interesting. Okay. So you go seek out like scientists to like break it down. Well, the chemists they they most facilities who have a manufacturing will help you with that. They have chemists. Interesting. Yeah. So they understand that and it's pretty much like for example that in the US or did you go US? US. Um so and that was very difficult because we're plant-based. We're plant-based. We will not compromise our ingredients etc. So you have to find a manufacturer who's willing to do that because it's almost like dealing with food. Mhm. Um, so it's so because we're plant-based in that way. Um, it's it's a plant, but they'll change it to an inky name, which is a scientific name. It could be anything. So that's where things but that still is your form and you own it. Interesting. So I would leave everyone, please guys, own your IP. We're tired of having lura. We're have tired of coming up these amazing ideas. and not owning them. So moving forward, I would suggest anyone to own your formula. It is key. That's a great takeaway. Own your [ __ ] Own your [ __ ] So let the people know where they can learn more about you. Um, so my Instagram is qianaaviles, which is my name. Um, it's Qiana A V I L E S. That's my Instagram. I'm really not heavy on Tik Tok, which everyone is telling me I should be on. Um, but yes, that's my Instagram. You could pretty much get all the tea there. You have all your businesses tagged over there. Yes. Exactly. Buy it up. Exactly. And uh what else? I I really want to just tell women and men if you know you have an idea, you've been chosen. Um just own it, walk in it, and yeah, I love that. That's a great way to end today's episode. Thank you guys for tuning in. As always, if you enjoyed what you learned, let us know in the comments. We appreciate you guys sharing our episodes with people that you believe need to hear it. Um, and we love feedback, period. Because the more feedback we get from you, the better we can get to make sure that we're serving up the best bon uh so that you can have the tools and resources that you need to not only start a business, but also scale up as well. So, I'll see you guys in the next episode. Ciao. Bye. Hey guys, if you enjoyed this video, I'm pretty sure you're going to love the next one. So, make sure to click right here and tap in to the next episode.

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