Hey, Mijita. Yes you…with the cascading hair and sun-kissed skin You…with the curves and light that shines bright. Latina lifestyle brand creator, Samatha Duran-Giacobbe wants nothing more than to empower you to live your full Jefa Life. Latina Empowerment is something missing in today’s society, which was evident to our Reina when invited to pop-ups and Hey Mijita was the only Latina brand present. Representation matters, and Duran-Giacobbe understands that Hey Mijita is a part of something bigger…of a bigger movement. Her mission is for you to see this as well.

Before becoming a successful business owner, *la sobrina de Tino Duran graduated from Berklee college with a degree in Music Therapy and Vocal Performance. As a singer, music is a special of Duran-Giacobbe’s life. Living in the true Latina spirit, our Reina puts her family first, always. In fact, as a stay-at-home mom, she created her vision of empowering and motivating mujeres, which she expects to continue to grow in bigger retail stores and a storefront of her own. Hopefully, one day, we will read our Reina’s story in a book, where she can empower mujeres everywhere.

So we circle back to the question, why Latinas? “Because it’s needed,” Duran-Giacobbe states, “We need to have our voice and our place in the world, and what better way than to make it fashion, right? To stand up and voice our opinion, and shine bright, and let everybody know…that we’re coming. We’re rising.” Our Reina asks you to remember your purpose, to remember your why and keep going. Trust yourself. Rise, Mijita. Rise.