Alicia has over 20 years experience in Journalism and Marketing. In 2017, she founded Adelante Media, a digital marketing agency designed to help women entrepreneurs build, develop, and scale. During her work with creators and founders, she noticed there was nowhere these entrepeneurs could shop their inspired lifestyles.

In 2022, she restructured her other agency, ella STARTUPS, into a non profit business that provides services and education for underrepresented founders. Then, she launched this store, as the first lifestyle store built specifically for creators and entrepreneurs. It's become a training camp for her students learning to grow their business.

A portion of the proceeds from every purchase helps to support minority founders on their journeys as creators and entrepreneurs.

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