Spotlight: Morenita Linda
Morenita Linda is a boutique business offering clothing and accessories handmade by Mexican artisans. You can find their beautiful handmade pieces at markets around town. Below is a short conversation between Portland Office of Small Business and Veronica, the owner of Morenita Linda.
How did Morenita Linda get started?
Veronica: Morenita Linda started as something small to help out our family back home. After a few of our family members lost merchandise in a fire, we helped them by investing and bringing the products here to Portland. We came up with the name “Morenita Linda” because we wanted to showcase the beauty of being a person of color. Our name represents the beauty of all those that came before me, such as my mother and grandmother.
How does your community show up for you and vice versa?
Veronica: Being part of this community has been incredible! Every year during the holidays, we host a drive — whether its toys, blankets, or food — and the community has shown up! In 2023, we hosted a toy drive and gathered gifts for 70 kids, representing more than 30 families. For many, that doesn't seem like a lot, but for a small business like ours, it meant the world! Families who otherwise wouldn’t have been able to provide their little ones some holiday cheer got to do so — all thanks to the help of our community.
In 2021, we created food baskets for families who were in need or out of work. We were able to provide meals for 25 families. We did this through donations, and for every purchase made within a week, we donated part of our proceeds to gather the items needed. It’s safe to say that this is something we have been able to do each year, knowing we can count on those around us.
This last year, I have been going through a lot of personal changes and adjustments, which has limited my ability to help my small business grow. However the community, along with other small business owners, has supported me and even taken me under their wing to help me stay afloat and on top of things. Not to mention that my internal circle has also helped me A LOT!
What are you most excited or proud of in your business?
Veronica: One of my proudest moments has been when our customers share that we are part of their big milestones. For example, last year Morenita Linda was able to participate in over 200 graduations! One of our items we sell during graduation is graduation stoles. Last year, we sold OVER 200 stoles, all of which were embroidered by artisans in Mexico. Customers shared their graduation pictures with us, and it was such a beautiful feeling knowing that a product we sell was used as a symbol of gratitude and pride in their roots.
This year has definitely not been the easiest for Morenita Linda. After five years of growth, we hit a standstill. However, the community we work with has been so gracious and continues to support us. They are always looking for ways to include us — whether it is at markets or on flyers. We are honored to be part of a community that not only embraces our culture but also our stories, and that is something we are forever thankful for.
