Meet Desiree Regina Gonzaga De Paula | CEO Uni We

We had the good fortune of connecting with Desiree Regina Gonzaga De Paula and we’ve shared our conversation below.

Hi Desiree Regina, what is the most important factor behind your success?

When deciding to start my own business, there were a couple of things to consider. The most important factor was what kind of leader and boss I wanted to be.

Before becoming a business owner, I was a chef and manager, working my way around multiple kitchens and bakeries. While these environments are notoriously difficult and hectic, what I struggled with the most were my bosses. Owners I worked for were reluctant to change and take employee input. I was a young aspiring chef and while I walked into every kitchen looking to learn, I also wanted to challenge myself; that meant creating dishes outside of my comfort zone. Sometimes, my more experimental plates would even become a hit with regulars who’d been customers for years. Still, all too often, I got backlash from management for trying new things. They claimed the item wouldn’t sell well or the profit margins weren’t worth it.

In the beginning, I took every no as motivation to do better, as a learning opportunity. There were moments when I felt in my heart that my additions or suggestion would’ve be beneficial. Eventually, as I continued to gain experience and work my way up the industry, I learned that ego and fear were everywhere and that they could be stifling to an evolving business. I also learned that I would never have full control until I was working and running my own business. When I took the big leap and decided to break out on my own, I told myself I would be the boss I would have wanted—someone who knows when and how to listen to others.

When you are in a leadership position, it can be hard to be creative and take risks, but hearing out others, people with ideas that are out of the box, is what keeps my business and employees always evolving and growing.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

What sets our clothing brand aside from most is that I am very hands-on with every aspect from design to samples to production because I want every piece to be a conversation started and every accessory to be something you can’t live without. The purpose of the brand is to start the conversation on ending stigma around cannabis consumption. It’s important to educate others on myths and misconceptions about cannabis and its different uses and health benefits. The biggest lesson I have learned in this business is how to adapt. My goal of having a storefront came to a stop because of the pandemic. Now that things are different, we have adapted to the new age consumer and to addressing the marijuana myths people  commonly hear. I also had to overcome a lot of people doubting my message. I started my business in 2018 when legalization seemed more like a myth to and by 2022, 37 states had legalized it for medicinal use and 19 states for recreational uses. We now have CBD-infused messages, yoga, foods, body soaks, etc. There is more work to be done but we have come so far from when I first started this. This business started with just myself and a computer with a rough draft of my first logo and now I have 5 employees and have expanded my brand from apparel to accessories to hosting experience-based cannabis events to sponsoring festivals. I come from a first-generation household and just recently became a citizen. The “American dream” isn’t dead, it’s just not what we’re told. But I can honestly say if you go all in on what you’re truly passionate about and create a plan to back it up, you can accomplish more than you ever aspired to.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

First, fly in at night to avoid the traffic and the long rental line—trust me! And since you came in late, you have to hit up Ave 26 tacos in Little Tokyo. Best tacos hands down! Sunrise views by Santa Monica at a beautiful view little beach. Calma Dispensary is a must for all cannabis needs and they have daily deals! We can hit Roof Top Cinema Club to catch a classic movie outside in some really comfy seats and did I mention they have a bar?

Drag Queen Brunch is a must. My favorites are Stache or Poppy + Rose. We would for sure get some Egg Slut and check out the Grand Central Market. Lots of nature walks and trails; I like Canyonback Trail. I’m big on nature and being outdoors when I’m not working and flying back and forth, so I love LA because it has some of the most breathtaking views and nature you can find.

Who else deserves some credit and recognition?

During my time working in the culinary world, I met Simon. He was a much older gentleman with a bunch of years of experience in the kitchen. I looked up to him. His drive and ability to maintain a level head in the kitchen was truly remarkable. He saw passion and drive in me that I didn’t even realize myself at that point. And then after years of working together, he also saw that drive and fire start to flicker and fade from my frustration with work. He would always remind me that the scariest thing you can do is get comfortable and lose your drive. One day he sat me down and told me this isn’t who I met, I want you to take the time and invest in yourself and what you’re passionate about. I thought about what he said for a long time and even (fake) started multiple times before being overwhelmed by fear because I didn’t have a backup plan. But I’m glad I put everything I had into this business. I really believe that cannabis is a healing, powerful plant and I wanted to use my artistic abilities to start a real conversation about it. He helped me see that I was more than just my love for cooking and food. I was a creator and could be a leader in spreading an important message.

Website: Uniweeds.com

Instagram: Uniwellc