Emily Sanchez
Can you describe the journey of Classy Casita's evolution since its launch in 2019?
I started my shop when I noticed I was helping my audience, which was plant lovers who cared for their plants or got into the hobby of plants, and I wanted to provide them with the tools that helped me succeed with my plant care. When getting super invested in this hobby, I noticed there weren't many plant care tools or accessories made for millennials interested in plants. Therefore, I came out with my own line of plant care tools that I dreamt of stocking at my favorite local plant shops so locals can not only help care for their plants but also have stylish products they can gift to their friends and family. My favorite thing to gift someone is always a houseplant, so that was definitely something I had in mind when designing the products. Now, my plant care products can be found in various plant shops around the US, Canada, Europe, and Australia, as well as at Amazon and other online retailers. My shop has also expanded to include more products such as home, lifestyle, and apparel.
Content Creator & Classy Casita Founder - Emily Sanchez @classycasita
TikTok @classycasita 221K
Shop Classy Casita: classycasita.com
Publicist: Heliotype Creative @heliotypecreative
Photographer: Lindy Lin @lindylinphoto
WB: www.lindylin.photography
What inspired you to create Happy Girl Club, and what is its mission?
Women often tell me that they wish they had friends like mine because we're always having fun together or that they just moved to the city and are having trouble making friends. Happy Girl Club is the perfect way to find other women who are like-minded, trying to build new friendships and have fun experiences. My mission for Happy Girl Club is to unite women to create experiences that spark that happy girl moment. The first chapter is in San Diego, but I dream of creating more meetup opportunities throughout Southern California and hopefully creating more chapters in other major cities.
Content Creator & Classy Casita Founder - Emily Sanchez @classycasita
TikTok @classycasita 221K
Shop Classy Casita: classycasita.com
Publicist: Heliotype Creative @heliotypecreative
Photographer: Lindy Lin @lindylinphoto
WB: www.lindylin.photography
How do you incorporate your cultural heritage into Classy Casita's product lines?
I incorporate my cultural heritage into my product lines in simple ways, such as by using the language I choose for product names, collection names, and language on merchandise. I wanted people to see my shop and hear my brand name, and know it is a Latina-owned brand because it is a reflection of myself as a Mexican American entrepreneur. That's why the name of my brand and other products and merchandise are in Spanglish. For example, my collections will always be in Spanish: Amiga, Plantita, Vida, and so on. Then, when it comes to some products, I have products like my "Plantitas & Chill" sweat set and stationary like stickers that read "Amiga" and "Chica Bonita".
Some future products I am working on will also step in even more to my heritage because it will focus more on the Spanish style I love and more specifically Mexican decor.
Content Creator & Classy Casita Founder - Emily Sanchez @classycasita
TikTok @classycasita 221K
Shop Classy Casita: classycasita.com
Publicist: Heliotype Creative @heliotypecreative
Photographer: Lindy Lin @lindylinphoto
WB: www.lindylin.photography
You've been credited with re-igniting the gray-hair revolution. Can you tell us more about this personal journey?
As a young woman who started noticing my first grays at the age of 14, it was always a "problem" that I had to fix by constantly dying my hair or finding tricks to hide them. Now that I am older and tired of all the maintenance, I decided to let them show and to my surprise, so many people reached out to tell me they also have gray hair or how much they love the look of mine. Ever since starting my gray hair journey, I have learned to love my grays because it shows not only my uniqueness but also my confidence to let them grow and how I'm not afraid of aging.
Content Creator & Classy Casita Founder - Emily Sanchez @classycasita
TikTok @classycasita 221K
Shop Classy Casita: classycasita.com
Publicist: Heliotype Creative @heliotypecreative
Photographer: Lindy Lin @lindylinphoto
WB: www.lindylin.photography
Can you talk about the importance of building a community around your brand?
Building a community around my brand is essential because it creates a loyal customer base that feels connected and valued. From a marketing standpoint, a strong community serves as a powerful marketing tool through word-of-mouth, and social media plays the biggest role in this. By fostering meaningful relationships with my audience and customers, I can ensure long-term loyalty and business growth. Overall, it's about building trust and creating a supportive network around my brand.
Content Creator & Classy Casita Founder - Emily Sanchez @classycasita
TikTok @classycasita 221K
Shop Classy Casita: classycasita.com
Publicist: Heliotype Creative @heliotypecreative
Photographer: Lindy Lin @lindylinphoto
WB: www.lindylin.photography
How do you hope to inspire others with your story of embracing gray hair at a young age?
I hope to inspire others to feel more comfortable with their uniqueness and not be afraid of aging. Since growing out my grays, I have realized how unique everyone's gray hair growth is, and it's so incredible to see! I also love that now more women get to see my process and can feel more comfortable doing the same because it is a very normal and beautiful thing!
Content Creator & Classy Casita Founder - Emily Sanchez @classycasita
TikTok @classycasita 221K
Shop Classy Casita: classycasita.com
Publicist: Heliotype Creative @heliotypecreative
Photographer: Lindy Lin @lindylinphoto
WB: www.lindylin.photography
What upcoming projects or collaborations can fans of Classy Casita look forward to?
When it comes to my online shop, I really want to design something new that people would love and appreciate having in their homes. I also plan to keep expanding in retail and have Classy Casita products in more brick-and-mortar shops around the US and Internationally. I want more people to find our products, not only for themselves but also for their plant-lover friends to share as gifts.
As for personal collaborations, I really want to focus on collaborating with more creators. I feel like that's something I don't do too much of anymore and really want to create some fun content with my other creator friends. So people should definitely keep an eye out for some more of that coming soon!
How does Classy Casita contribute to the conversation around self-love and acceptance?
I think my content contributes to the conversation around self-love and acceptance because I let my audience in on different aspects of my life in an authentic way. Whether it's good or bad, I always express things in a positive, uplifting, and motivational manner because I want to be that positive person for someone who might need some comfort or a little push. Since my content is not niche whatsoever, it's given me the opportunity to really share my full self with my audience. They can see what I do for self love whether that's doing plant care, working out, hanging with friends, and accepting myself for who I am and not being afraid of sharing it online. By them seeing my openness & authenticity, I hope it inspires them to also work towards that for themselves.
With the success of your lifestyle platform, what advice do you have for aspiring entrepreneurs?
My advice to aspiring entrepreneurs from what I have learned in my experience is that balance is key. As someone who is very passionate about their work, there are definitely times when I force myself to work or try to create when the best thing to do is stop and take a break. As I grow my business and grow as a person, I have learned that I need to take necessary breaks to refresh and allow myself to get back into a creative mood. It's so important to do things this way, or else you could risk your work from reaching its full potential.
Can you discuss the significance of supporting small Latinx-owned businesses in today's economy?
Supporting small Latinx-owned businesses is crucial for fostering diversity and inclusion in today's economy. These businesses contribute significantly to the local economy, so supporting them will help bridge the wealth gap within marginalized communities. It's also not only about economic impact but also about creating opportunities for underrepresented entrepreneurs to thrive and succeed. Also, as more Latinx-owned businesses succeed, it will give people who wish to start their own business the courage by seeing others like them making it happen.
How has social media played a role in the growth and community building of Classy Casita?
Being in this line of work has been such a positive experience, and I'm so lucky to have a supportive community with whom I can share many aspects of my life. They really are the ones who have made the brand Classy Casita succeed because their support on social media is what made the launch of my products really take off and continue to grow. I like to say that posting on social media is like hanging out with a bunch of friends, and it just so happens that these friends are my biggest supporters and want to build me up and see me and my brand succeed. I am so thankful!
What does a typical day look like for you as the founder of Classy Casita?
I always need to start my day with a workout. Getting it done first thing in the morning sets me up to have a productive day and, at the same time, puts me in a great mental headspace. Once it's time to work, I take time to respond to emails, post on social media and try to respond to some messages and comments. Depending on what's happening that week, I may need to get ready to get some filming done, or I may be having a long day of editing and include some time to brainstorm some new content ideas. Days can also include meetings with my team that assist me in e-commerce management, like Amazon, or taking time to work on shop marketing material. Another big part of my day could be going to any warehouse where I fulfill Classy Casita shop orders for my website and wholesale accounts.
