Early buy-in from Latinx shoppers pushes paraMi toward surprise storefront; here’s where you’ll find them soon

By Tommy Felts | June 7, 2023

A physical storefront wasn’t originally part of the plan for paraMi, co-founder Veronica Alvidrez shared, until the women behind the brand listened to the needs of their community. “We knew we wanted to offer our customers a shopping experience,” Alvidrez explained. “When we did pop-up events, we realized our shoppers are tactile shoppers and they…

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No soy tu chacha: How four Latinx moms (and 600+ of their closest friends) are cleaning up gender roles

By Tommy Felts | September 30, 2021

Editor’s note: Veronica Alvidrez is a member of the education team at Startland, the parent organization of Startland News. This story, detailing Alvidrez’s business, paraMi, was produced independently by Startland News’ independent nonprofit newsroom. [divide] One year ago in the thick of the pandemic, Veronica Alvidrez felt like she was losing her voice. Not the literal one…

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