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The Lo Mio is the Dominican expression of love that is widely used to express the solidarity of family members and love for the other. It is translated to " Of My People," this expression is a way of seeing and acknowledging our connection to the world that surrounds us, to increase our feeling of belonging and build our bonds. The Hispanic/Latinx Heritage month recognizes the importance of community in establishing our identities as well as making spaces that are welcoming.
When Aisha Cort launched her brand of vegan candles, VELA NEGRA it was an organic result of her lived experience -as well as her work in the academic realm. In expressing her heritage as an African-Latina woman, VELA NEGRA candles are scented with scents and namesakes to represent the roots of Cort.
Recently, she spoke to her about making her love of business a reality and the ways she incorporates the elements of culture, identity as well as innovation in the designs of her are what make these products stand out.
Academics are a success and what led you to create a premium candle that's vegan as well as your academic work?
Aisha Cort kept VELA NEGRA recorded in my notebook for over six years. I was certain that I'd have in order to achieve it, I was just not sure when. It seems to be odd for those that are from the outside however, despite my numerous varied interests and interests, I think that all things are interconnected. Every one of my projects and works are different ways of exploring, communicating and communicate my experiences and personal identities being an Afro-Cuban or Guyanese woman. As a scholar I am fascinated by narratives, the ways we talk about ourselves , and about others who shares our experiences and experiences, etc. VELA NEGRA offers a new approach to tell my narrative.
SQSP: How do your research into Afro-Latinx tradition inform your understanding of Vela Negra? Vela Negra brand?
AC: VELA NEGRA is another opportunity for me to have the opportunity to share and share my lived knowledge of being an Afro-Latina throughout the world. VELA NEGRA is a further expansion and iteration of my academic research. It's a love tale in tribute to my mother, and a salute to my heritage through smell.
SQSP: What tips would you give to someone who wants to be a multi-hyphenate expert on how they can bring all (and earn money out of) your hobbies?
AC: My advice is to embrace the anxiety and doubts that accompany being uncertain about taking the route that's not taken and keep moving ahead. It's also crucial to be aware of that I'm going through every single step. It's also been my experience that when you begin with enthusiasm, the money comes due to the fact that you're willing to do the work. If I've attempted it in a different approach and ended up failing the first time, it was because of a lack of drive or interest in the project to continue during an uphill battle.
SQSP What role did your online presence contribute to the creation of Vela Negra?
AC: I thought that social media was going to be a lot bigger than it was. LOL. Thank you so much for the coverage by the media as well as other media coverage we've received to date. VELA NEGRA is able to attract a wider public than the other companies I own. The audience for each has grown organically. I've also made a few ads available, meaning majority of my growth has been by word of mouth. It's been fascinating to find out the people VELA NEGRA resonates with. We don't have the most people following us on social media, however we have a loyal and active fan base that is an incredibly cherished and powerful.
SQSP: How can the Spirit of DeLo Mio be reflected in your job?
AC A: I've been looking at collaborations in every form since the day we started. Through giveaways, helping small-scale business owners through liking and commentingon posts, or becoming part of business associations and initiatives like our latest Herencia Hispanic Heritage Month Artisan Collection collaboration with an Afro-Latina graphic designer. I love working with other creatives , and discovering ways to be a team and I have benefited by the tiny communities I have created in the process.
SQSP: What elements of your personal identity are you drawing from in order to build your own personal brand?
AC A: My creativity and empathy. I'd like to create the entire process enjoyable to you starting from the time your order is delivered starting with the labelto the packaging, the container, as well as the packaging and inserts, and even thank-you notes. Everything is targeted to make sure that you're conscious that the purchase will be appreciated. Personally, I draw inspiration out of it all the intangibles that make me feel warm of the warm embrace of your mother, the memories that the smell of the scent of your grandmother's perfume evokes. The scent surpasses.
SQSP: How do you plan on broadening the definition of community? What is your definition of yourself and how do you see yourself?
AC The reason I am the person I am because of the people that inspired me, and who were an inspiration to me. They gave me encouragement to believe in things that I did not realize that I should have doubted or was worried about at a young stage. Now my understanding of the concept of community has grown and increased. It's not enough proximity to my family members to visit whenever I want, and I've had to find and create my community -- both on the ground and via online. VELA NEGRA has helped to build that community.
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