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Patty Delgado understands Latina millennials living in America who are trying to pursue their own version of the American dream because that is what her own hustle consists of. She navigated self-employment and working freelance in the design space after she graduated from college and eventually that transitioned into the new business she helms — Hija de tu Madre.
The Latina lifestyle brand celebrates a generation’s entrepreneurial drive while honoring the phrases and cultural realities that helped mold them. Delgado’s product line started with clothing and accessories and has now moved into the home office space.
“Back in 2016 I had a little idea for a jacket: a denim jacket embellished with a sequin design of La Virgen de Guadalupe,” shares Delgado. “With $500, just enough to make 30 jackets, I started my little ecommerce business called Hija de tu Madre. Once I started, I knew HDTM had the potential to reach a large untapped market: Latinas.”
In just two years, Delgado has gone from being entirely an online experience to having an office and showroom headquartered in Los Angeles. This year she plans to host events — panels, workshops, and networking opportunities — in the space and make it a larger cultural experience.
“We’re a $1.7 trillion dollar industry, but the business world doesn’t treat us as the superpower that we are,” shares Delgado. “Latinas are still the lowest paid labor group. How is it that we’re one of the greatest U.S. buying powers but with the greatest wage gap? With this political climate, and anti-Mexican and Central American sentiment, it’s my responsibility to create a Latinx safe space. Hija de tu Madre will continue to remind our community that our culture matters, and that we aren’t going anywhere.”
Below Delgado shares more insight into how she’s building Hija de tu Madre, what advice she has for other Latina entrepreneurs, and how she works to be inclusive.
Vivian Nunez: What advice do you have for others who are trying to use social, particularly Instagram, to grow their brand?
Patty Delgado: Instagram is our biggest sales funnel, because it’s been the most efficient way to connect with our growing Latina customer base. I’d advise other aspiring entrepreneurs to treat Instagram as a tool to connect with your market and audience. Get to know your followers, discover their preferences, likes, and dislikes, so you can convert them into customers. Create content that reflects your brand mission, as well as speaks to your target audience.
Nunez: What is your hope with growing the brand beyond apparel and into office product?
Delgado: This last quarter we included a new product category: “Jefa Tools”. A vast majority of our audience are career women, businesses owners, aspiring entrepreneurs and students. Therefore, we wanted to provide inspiring office tools for our jefa customers. Our Make Jefa Moves Notebook set, Poderosa Pet set, Echale Ganas papel picado and enamel mug have been so well received by our ambitious customers. Our #jefatools have been so successful because I think we tapped into a product category that Latinas desperately want: office tools that align with their culture as well as dreams.
Nunez: How have you navigated both the design and business aspect of the brand?
Delgado: Before Hija de tu Madre, I had a graphic and web design business. My design and branding skills have been so helpful with the creative aspect of Hija de tu Madre. As far as the business aspect, I’m learning to be a better CEO every day. I do not come from generational wealth, I’m not an accountant or financial planner, so becoming more financially literate is something that I work on everyday.
Nunez: What advice do you have for Latina entrepreneurs who are just starting off?
Delgado: Know your market. We all have great ideas, but who is your idea or business intended for? Knowing your market better than anyone else will allow you to strategize better, as well as develop a strong business foundation.
Nunez: What has been your biggest career lesson learned?
Delgado: Knowing my own worth. I quickly learned that if I kept undercharging for my work and time, that I’d get nowhere. Learning to stick up for myself when friends or customers called my work “too expensive” or “not worth it” has been my greatest career lesson.
Nunez: How has mentorship played a role in the growth of the brand?
Delgado: My peers are my biggest mentors. Since I started Hija de tu Madre, I have surrounded myself with a community of Latina entrepreneurs who are also learning how to navigate a predominately white business world. It’s great having hustling women behind you that will lend their contacts, help connect with you business opportunities, or serve as your sounding board.
Nunez: How do you ensure that a product is inclusive of all Latinx experiences?
Delgado: I can’t represent every Latinx intersection, because I do not experience those plights or identities. I am a light skin Mexican American cisgendered woman, that lends her privilege and platform to different Latinx experiences. Our customers wanted more Central American products, so we listened. Our customers wanted plus size jackets, so we delivered. We try our best to be inclusive of our diverse Latinx community through our Motherland Necklaces, Bandera Jackets, and representation through our models and content. We want to show the world that our Latinidad is not homogeneous like Latin media portrays us: we are queer, trans, plus size, black, indigenous.
