"We women should shine the light on our accomplishments and not feel egotistical when we do. It's a way to let the world know that we can accomplish great things."  Dolores Huerta- Chicana Activist


As a Latina, it thrills me to see an increased representation of Latinas in different arenas. It’s even more exciting to observe representation of me, a chicana in seemingly unreachable places (google influential Chicanas soon)! This gives me hope!   I cried when I shipped an order to Japan and personally reached out to my customer in Paris to thank her for choosing my product. That was a few years ago and I still remember her name and think of her often.  She gave me so much encouragement and shared a little bit about how my culture is so appreciated there.  I want to build a brand that is inclusive, but also representative of what inspires me! I want to be me. I know I'm not the only one that wants to be accepted for being our authentic self. It has worked for others! My loved ones know that I have been busting my ass and pouring my heart into this, so why wouldn’t it work for me?! It can happen to anyone with strong work ethic (I’m pretty sure)!  So I'm willing to put in the work!
Many really well intended folks have advised me on how to grow my business, they said I shouldn’t be me. Even my family urged, “hold back a bit!” (but have since stopped) One, much used, recommendation from many is, “stop using Chicana and identify as Latina instead!” I do understand that as a Latina, I have the capacity to reach a wider audience. How about, we work on having a wider audience accepting me, accepting us? Why shouldn’t I be loud and proud and let others know, “I am a proud daughter of Mexican immigrants”! I don’t want to exclude all those that have included me, but rather showcase more of my beautiful Chicana culture and be with those who want to include and support me. There is absolutely nothing wrong with wanting to work towards becoming an exclusive Chicana luxury brand, with the ability to reach out to an audience that is inclusive, tolerant, supportive and appreciative of my product and my story. Because of you, I'm starting to believe that it will become achievable for me and now with The Goddess Mercado, I know it's to be achievable for many others! Thank you for supporting our journey!

Come support a group of Chicanas, Latinas, mothers, and daughters along with our  friends and families  at @thegoddessmercado.  Second Saturday or every month! You have the ability to help us grow our local homegrown brands! 



  • Yes keep up that Chicana fire of positive energy and creativity! Viva la Chingonaa

    Carlos Montes
  • You inspire so many with your chingona fire! Keep supporting women and helping build up the community!

    Eileen Martinez
  • I love your fierce genuine nature and your ability to inspire others. You truly are a rare gem but exactly what this world needs more of keep it up 🔥🔥💥

  • #chicanaluxurybrand !!!!! ✨🙌🏽✨ very Inspiring!!

  • So Very Proud of you Diana, Your Dedication and hard work is FIRE🔥 So excited to see the finish product with TAPATIO.🌶

    Rosio Borunda

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