Ladies and gentlemen, welcome back to another SLG Meetup. Now, today we're gonna have a different type of guest. We usually don't bring fashion designers, but for that, today is very special, because her name is Chantal La Cajo. And I'm sure you've heard of this famous international brand of Latin American roots called Chantal.
I was so glad you're doing this, Chantal. No, congratulations to you. Oh my god, such an exciting life. I mean, I was doing a story today that, like, you've always had the chance to have an Instagram live, you know, to share different stories and know each other.
And I think life is about excitement and doing whatever it makes you feel passionate and happy, you know? So it's very interesting to be having this conversation with you, actually. Tell us a little bit about yourself. Well, I'm a fashion designer.
I'm Manawa Boring from Nicaragua. I'm Miami-based in the last four years. So I've been traveling around, I've lived in Argentina, Nicaragua, New York, and finally I decided to move into Miami to keep, you know, this flavor alive. New York was too cold.
I like, right? We've been working in the brand years ago. We just made up with branding, and we, you know, changed from La Chantal La Cajo to Chantal. And the whole thing that we've been working about the brand is to keep that heritage alive.
When you're trying to get into the US market, it's so hard, you know, to understand a new client, you want to have a brand that is not just for, it comes from Latin America. And of course, you need that DNA that represents you. But at the same time, you have to be smart, you know, and understand a lot about the American new client. So it's like a combination of something new, something international.
But at the same time, that doesn't forget the soul of the brand. I think that's the most important thing. So we've been working around, we have different suppliers, but we still work with some artists from Nicaragua and Latin America. In each collection, I try to investigate, travel, see about other cultures, see about other artists and work, and try to reinvent what they do, or reinterpretate what they do and put it into micros.
So that's what we do. Now, tell me a little bit about obviously how you reach to your audience, social media, you've done great. What are some of the most important things to show the brand to grow? Well, right now, everything is about e-commerce.
Everything's about digital marketing. It's what's coming, you know, for the future. So we are betting a lot in digital marketing. And the other thing, it's about networking, you know, you never know who are you going to need tomorrow that it's going to push your brand into the next level.
So one of the advices that I always have for new entrepreneurs or new designers is you cannot be shy. You are the best person who's going to sell your business. Is if you don't know how to sell it, if you don't want to go out, I mean, you need to. Sometimes you just want to stay home, of course.
But unfortunately, if you want to grow, that's I think that one of the two things that it's very important to make you grow for sure. What you said is about going where the opportunities are, but staying true to your core values, your DNA. I think we cannot, I don't know how to say, you know, like in Ganyarsi, you know, like you cannot, yeah, you cannot fake it. If you try to get into a new market, trying to fake something that you're not, you're never going to success.
I think one of the good things that have happened to my brand, to myself, is that I always try to be me and you love me or you take me. But at least you are going to have something, you know? Yeah, you know, you're getting it. So tell me a little bit about the influencer marketing.
I wanted to touch this point because I've seen a lot of these brands taken off, right? Tremendously through the influencers that are working with the brands, that's because of the exposure because people know you, they work with you. They don't know you, I'm sorry, that's a matter of how talented you are. So what's your thoughts?
It's kind of tricky because sometimes you can work with an influencer that have millions of followers and they can post you and maybe you're not going to have their reaction, you're expecting, you know? And sometimes I think it's even smarter when you can touch, I don't know, such a powerful, let's say, in my case that I address women, right? You can dress like a very important woman that is not going to be in social media and maybe you're not going to know who she is in the street, but in her circle, he's very important. So she's going to open more doors than an influencer that have billions of followers, you know?
Sometimes you can dress with influencer who have millions of followers and it works, but it's very tricky because it doesn't work that way. So I try to work with in the case of influencers or stylists, it's more like a personal relation. We're not paying for people to wear or close. If you believe in or close, if you like or start, we can share a close with you, we will give it to you, we can share it, we can borrow, you know?
So you're really wearing the clothes because you're like it, they're not because they're paying. You're right, you're building up. So we try to do that before us, we always try to, if we want to meet a new influencer, we try to do a beautiful gift, send it to them, for them to know the brand, but I'm not very into paying, you know, for people to use the clothes. I think there's other smarter things than that.
Absolutely, absolutely. And I wanted to talk about, obviously, you're talking about the story, the story is so important and that's what creates this community. If your story is strong enough and it's true and it really resonates with those that are listening to the story, then it's a win-win, right? Like everybody wants to be part of that.
How do you build your story to a degree that people feel attracted to? Like what's the elements that you use? Well, I think that I don't have to fake it, you know? It's just the way it really, you know?
Yeah, that's what happens. That's what happens when I work with a PR or something. They're like, no, it's easy to do it, you know? Because the whole situation and where, I don't know, life had taken me, you know?
It's been that, you know? Like this girl that comes from Nicaragua, small country, you know, no fashion industry and like a big dreamer, you know? That she's like dream big and she's this girl who used to be a girl, you know? And I was a woman, like she's building that dream and just keep on fighting and of course you fall and you stand up again and then you fall and then you stand up again.
And that's part of the whole story, you know, about how many times you have fallen and how many times you have ended up. And the thing is that life and dreams are not easy, you know? Especially now that we were talking about marketing and digital marketing and Instagram and all of these, like everything seems to be, you know, so perfect in social media. But the thing is that that's there, it takes a lot of sacrifices, you know?
And in different industries, different levels, you always have to make some sacrifices. And it's part of the story, you know? So I think what makes the story unique, it's all the fun and standing up, you know? We were talking about the Project Runway at the beginning.
I was in Project Runway, Latino, America, 11 years ago and I didn't want, I got into a final and I didn't want, at that time you're like, really, you know, like I was a little girl, you think that your dreams, you know, finished. And then 11 years ago, you won and you won, but the real one, you know, like the US one. So it's like, I would have won 11 years ago, I wouldn't have the opportunity to be in the show. So life is about that story, it's about falling and standing up and then finally, oop, the open doors.
The doors opened. So beautiful. The doors opened, yeah, no. And then a lot of people is what you said, you know, 20 years for the overnight success, because it took you a long time to get to where you are today.
But I think about the story and what we were talking about, a lot of people connect more with the failures, connect more with the struggle. And I agree with you 100% because look, I just launched my book and it was also a way for me to share my story. You have to say that to me, you know, when you're true. All right.
You know, I'm going to send out a bunch of questions. Okay. I'll send you a copy, that's my gift. But you know, like at the end of the day, people connect much more of that story because you're sharing their failures, you're sharing how you stood up and you really resonate much better than just seeing all the beautiful things that are going on.
Because if somebody looks at your social media, or mine is like, oh my God, I think it's amazing, but there's a story behind it. Now, I want to ask you, since we're talking about this, you just mentioned an experience that you had for, you know, but what it's been the biggest struggle you've had for all the during the regular. It's very hard to mention one because, you know, like right now I'm 38. Like what I used to, I remember when I was 25, living in Argentina, you know, as a student, a dreamer who went to Argentina thinking that she was going to knock a door and immediately everyone is going to be like, oh, what a talent.
And then you realize that life is not like that, you know? Yeah. So I remember that I struggled a lot, you know, when I was in my 20th, then you come into your 30s and what makes you struggle in your 20th, you feel more like residents about, you know, like if it's open or if the door's open or not, you'll have a different residence up here. But yeah, I think one of my biggest one is how, that I had to leave my country, of course, you know, I had to leave Nicaragua four years ago, I haven't gone back.
So I mean, because, you know, you can always leave in a situation that I can, yeah. And so I prefer not to talk about politics, but the thing is that when you leave your country, you know, and you cannot go back in the same condition that you used to, you know, it's something that it pains you because it's part of your DNA. So that your people's there, your teams there, I've been working with them. So I think that's one of the biggest things that, or not having my mother living here with me that was so close, you know, that's kind of the thing that I think that it had made me, you know, struggle.
But it's part of life too, and it makes you stronger. Right. And it's a lesson here, right? It's about leaving your comfort zone.
And that's what really will push you to try new things. And that's where the new expansion in your mind appears. And it's such a fascinating story to know, although that left their home, and a young age or even when they're older, and just like, wow, let's figure it out. And that's where things happen.
Like, COVID, you know, everything can come and I'm ready. You know, like what else, you know? So I think this kind of experience make your skin thicker, you know? So.
Think of it, yes? Well, congratulations, because you definitely have built a beautiful brand. I encourage everybody that is watching or listening now or later to check what you're doing, because it's such a beautiful collection of pieces that you have. I can totally connect right away with the heritage, the culture, all those Latin roots that you're putting into the brand.
So the story speaks by itself, and that's something very difficult nowadays. You know, to transmit an emotion, a feeling with what you're doing. And that's something that once you conquer that, wow, it's game on. So congratulations on that.
But I asked you something. I ask everybody, right? Now, what is really that's true? The connection of luxury.
Well, that depends, because for me, luxury is unique. That's how I will, it doesn't have something new. It doesn't have to be something new. It just have to be unique, that you know that you're having something that not everybody has.
That's awesome. Yes, no, exactly. It's a unique man. It's a great definition.
I love that. Yeah, exactly. Like the thing that you saw, you were telling me about it. I was doing the other day, just your gravity.
I was experiencing it for sure. Your stomach? Oh my God. Come on, you're the main.
I'm not. I mean, I don't know. Some people might not feel perfect. I always feel great.
I love that it was an amazing experience. And they tell you what to do, obviously. No, but by that. The picture was a little bit too.
Exactly. Well, look, I know you have a lot of things going on, so I just wanted to thank you again for your time, because you are a really amazing entrepreneur with a lot of passion, and I really connect well with those individuals. So thank you for being here today. Thank you for inviting me.
Thank you for inviting me. Hopefully we can meet soon. Yes, and next time you're having a lot of those events. Okay, happy holidays then.
Bye, November. Thank you all. Okay. And thanks again for everybody tuning in today.
We hope you enjoyed it. I remember, embrace each beautiful, success in life. My name is Alvaro, and I'll see you next time.