We had the good fortune of connecting with Michelle Barrionuevo-Mazzini and we’ve shared our conversation below.

Hi Michelle, what is the most important factor behind your success?
I think some of the most important factors that have allowed me to find success in both of my small businesses has been learning from my mistakes early on, trusting my gut, staying true to my purpose and overall vision, and always willing to share my knowledge if it will help others succeed and grow in their paths to entrepreneurship. I’m a firm believer in community over competition!

I strongly feel that Casita Michi has been successful in such a short amount of time because of the story behind the brand. Since its inception, I have been very intentional every step of the way with my branding to ensure that the products I create celebrate my Latinx heritage and culture with love and pride. My goal from the start was to create a product that would allow my community to be seen and feel seen, and I did just that.

This also being my second small business, I admit that I have already endured a lot of the hardships and growing pains early on that come with owning and operating a small business. Being self-employed hasn’t always been easy or glamorous, but it has allowed me to share my creativity with others while making an impact in the services I provide and the products I create. In addition, both my small businesses have allowed me to be financially stable so that I’m able to provide for myself and my family,

What should our readers know about your business?
I launched Casita Michi in the Fall of 2020 amidst the pandemic. I have been an Event Planner for 15+ years and due to Covid, my first small business was heavily impacted and I saw my entire industry collapse right before my eyes. It was heartbreaking and something I wasn’t emotionally or mentally prepared for. Being a creative at heart, I felt the need to pour my time and energy into something new that would allow me to work from home while caring for my son and generating some income.

As a WOC, I have always felt like my culture has been an integral part of my identity. I have always loved candles, so I began researching how to become a candlemaker, but instantly knew I wanted to create a line of candles that would set me apart from the rest while paying homage to my beautiful Latinx culture. While there are a plethora of candles on the market, I didn’t see enough of myself represented in these mainstream brands or in the type of label designs and scents I was most drawn to, My mission was to change the status quo and create a product that would allow my community to feel seen and be seen. Being deeply connected to my Latinx roots has been an important part of my candle-making journey and in the story I want to share with the world.

One of the biggest challenges I continue to struggle with is capital. In order to grow/expand you need money and securing a small business loan or grant hasn’t been easy. In the past year alone I have applied to over 20 grants and have only been considered for one – making it to the top 5, which was exciting in itself but unfortunately I wasn’t chosen to receive the grant. I am currently self-funded, but my goal is to increase my capital within the next year so that I can expand Casita Michi into more stores.

I am most proud of seeing my Latinx products on the shelves at Macy’s and knowing that I am one of the first Latina candlemakers to be featured online and in-stores. This is both humbling and empowering and is a step forward in having more BIPOC brands take up space, because representation matters!

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.
I love my beloved hometown of San Francisco, even if it is overly gentrified! I enjoy playing tour guide and a trip to SF with me would look like this….

Breakfast at Cafe La Taza on Mission St. where we’d order the Gallo Pinto and Tres Leches Pancakes to share of course!

This hearty meal would be followed by an art walk throughout the Mission District to explore some of the cities most vibrant murals, rich in history.

We’d visit the local mom n pop shops and I’d share stories of my childhood in the city and what the Mission District means to me, and the role it played in my upbringing.

If the Giants are playing, we’d catch a day game at this state of the art ballpark, regardless if you’re a fan or not. It’s definitely worth the visit, as are the garlic fries. Following the game we’d walk along the Embarcadero and take in the sights…views of the Bay Bridge, Golden Gate Bride, and Coit Tower can all be enjoyed from one spot.

We’ve probably built-up an appetite after all of this but we’re not quite ready for dinner, so a late afternoon snack it is. Our next stop would be Mitchell’s Ice Cream…an SF staple since 1953. This is my childhood spot and hands down the best ice cream I have ever had and no one can convince me otherwise (many have tried). Hopefully you’ll fall in love with one of their 40 + flavors!

The night is upon us and it’s time for dinner and drinks, so we head on over to Cha Cha Cha’s in the Mission where their menu consist of Cuban / Caribbean goodness that is sure to delight. I love ordering the Cajun Shrimp with lots of bread, so that I can dip it into the spicy cream sauce…oh it’s SO yummy! We’d order a pitcher of their signature sangria, because why not???!!!

After dinner we’d walk on over to my local drinking hole, Blondies…an SF classic for good music and people watching. There is nothing fancy about this place, but it sure is a good time.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to dedicate my shot out to my familia, specifically my mother, my older brother and my two kids.

My mother was an incredible woman and so much of who I am today is a reflection of her hard work and the sacrifices she made in coming to this country. She fostered my creativity from a young age, never stopped believing in me, and loved me unconditionally. As a single mother, she worked hard to provide for my brothers and I. My mother taught me to be resilient, kind, loving, humble, and independently strong.

My brother probably doesn’t know this, but he’s my biggest role model. I am in awe of his accomplishments and success when it comes to his career. He is one of the hardest working men I know, and when I didn’t have a proper father-figure to look up to, he was always there to watch over me when I needed it the most. He has been a consistent figure in my life, and the best big brother anyone could ask for.

My children have been my biggest motivations to succeed. They are the reason I wake up everyday and push through. They believed in me and my business dreams when I didn’t even believe in myself. They have encouraged me every step of the way, and are my biggest cheerleaders. I hope I have made them proud and that my strength and perseverance teaches them to follow their dreams.

Website: www.casitamichi.com

Instagram: @casitamichi and @mbcreativeco

Image Credits
Headshot: photo credit Centeno Portraits All other photos I took myself

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