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De Lo Mio is the Dominican phrase of affection commonly employed to show solidarity with family members or affection with one another. It is translated to " Of My People," this expression is a way of seeing and acknowledging our relationship to the world around us to strengthen our feeling of belonging and strengthen our bonds. The Hispanic/Latinx Heritage month recognizes the vital role community plays in affirming our identities and cultivating spaces of care.
When Aisha Cort launched her brand of vegan candles, VELA NEGRA the idea was an organic extension of her lived experience -- and her research in the academic realm. Representing her identity as an Afro-Latina woman VELA NEGRA candles use scents and namesakes to represent Cort's roots.
She recently talked with her about how to make her passion a business and the way she integrates identity, culture, and innovation into her designs are what make these products stand out.
You're an academic who's a success and what led you to start a high-end candle that is vegan in addition to your academic career?
Aisha Cort kept VELA NEGRA recorded in my notebook for more than six years. I knew I would have to make it happen, I was just not sure when. It seems to be an odd choice for those who are looking from outside however, despite my numerous diverse interests and passions I believe that everything is connected. Every one of my projects and projects are different ways of exploring, communicating and communicate my personal identities and experiences as an Afro-Cuban or Guyanese woman. As a scholar I am obsessed with narratives -- the ways we talk about ourselves and others, who shares our experiences, etc. VELA NEGRA is a different way to let me tell my personal story.
SQSP: How can your studies into Afro-Latinx tradition inform your understanding of the Vela Negra brand?
AC: VELA NEGRA is another way that I have the opportunity to share and share my lived knowledge as an Afro-Latina in the world. VELA NEGRA is just another expansion and iteration of my academic work. It's a love story, as a tribute, and a salute to my roots through scent.
SQSP: What tips could you provide anyone who wants to be a multi-hyphenate expert on how they can bring together (and make money from) your passions?
AC: My advice is to accept the fear and doubt that comes with the uncertainty of taking the path that isn't travelled and continue moving forward. It is also important to keep in mind this while I go through every step of the way. I've also found that when you begin with a passion, the money comes from the fact that you're willing to do the work. When I've tried it another way and failed, it's been due to the lack of drive or interest in the project to keep them going in the event of a difficult time.
SQSP: What was the role your online presence contribute to the establishment of Vela Negra?
AC: I was thinking that social media was going to be a lot more important than it has. LOL. I am so thankful for the coverage in the press and other media coverage we've received to date. VELA NEGRA is able to reach a different audience than my other businesses. Each audience has grown pretty organically. I've also made a few ads available, meaning majority of my growth has been from the word of mouth. It's been amazing to discover whom VELA NEGRA resonates with. We don't have the most people following us on social media but we have a loyal and engaged fan base, which is a powerful and cherished.
SQSP: How can the spirit of De Lo Mio come to you in your work?
AC: I've been exploring collaborations in every form since we launched. Whether via giveaways, supporting small business owners by liking and commenting, becoming part of business groups and projects such as our most recent Herencia Hispanic Heritage Month Artisan Collection collaboration with an Afro-Latina graphic designer. I enjoy working with fellow creatives and seeing how we can work together and have thrived from the little communities that have been formed in the process.
SQSP: What elements of your identity are you drawing from in order to build your own identity?
AC A: Absolutely my creative side and my empathy. I'd like to make an entire experience for you from the moment your order is delivered -- from the label, to packaging and the container as well as the packaging and inserts, including thank-you notes. All of it is aimed at making sure you are aware the order will be appreciated. Personally, I draw inspiration out of it all the intangibles that make me feel warm of a warm hug from your mother, the memories the scent of your grandmother's fragrance evokes. It's a scent that transcends.
SQSP: How are you expanding definitions of community? What is your definition of your self and view your self?
AC The reason I'm the person I am due to the people who inspired me and was a source of encouragement for me. They gave me encouragement to dream and believe in things that I had no idea I ought to have doubted or worried about at a very young age. Now my understanding of the concept of community has grown and improved. I do not have enough proximity to my family to drop in on a whim, and I've needed to search for and create my own communities -- in person and online. VELA NEGRA has helped in fostering that community.