Alejandra Santaolalla is a nonprofit strategist + women and girls empowerment champion. She is passionate about building high performing nonprofit organizations and is the founder of Color with Luna, a coloring book created to celebrate girls and empower the next generation of leaders.
I recently met Alejandra at a monthly Arlington Women Entrepreneurs meeting. She was passionate about her new line of color books. Her bubbly energy and enthusiasm made her a great candidate to be featured in my new series interviewing my favorite women entrepreneurs.
How would you describe your job?
My job is to run my company, a coloring book created to empower girls and help build the next generation of leaders. I’d like to make sure that the coloring book gets into the hands of as many young girls as possible. In order for that to happen, I have to constantly connect with individuals who support the mission of the business and find ways to collaborate or partner with individuals and organization. And because of that I get to connect with individuals who are also doing amazing work to empower girls in the community, I learn from them, and discover how I can help them.
What part of your job might surprise people?
It’s a one-woman show! I’m the only person running my company! However, when I need help in areas that I’m not too familiar with, I’ll reach out to the experts.
What did you wear to your very first job interview?
I wore a t-shirt, jeans, and sneakers. My first job was in high school as a shelfer for the Shirlington Library.
Who would you like to have a 10 minute interview with?
Oprah! Because it’s Oprah of course.
What are your go to resources for keeping current on your industry?
In order for me to understand what are some of the issues that our young girls are facing I look to organizations such as AAUW, Girls Inc. and Girls Leadership for help with the research and resources. I also look to organizations such as HerCorner and AWE to learn about how to run a successful business.
What are your top 3 qualities you look for when hiring someone?
Although right now it’s just me running my company, eventually I would like to hire someone to help. This person will have to be creative, a leader, and resourceful.
What do you wear to work to feel like your most powerful self?
I wear a bright colored blazer, jeans, my favorite necklace, and heels.
What do you do when you’re feeling uninspired?
I visit the National Museum of Women in the Arts. The museum has an amazing art collection from women artists over the years. You get to experience and understand a moment in their life that they’ve captured through their artwork. These women were risk takers; often creating artwork that pushed the boundaries. Their emotions, curiosity, and creativity oozes in all of their pieces.
What are your top 3 entrepreneurial tips?
Don’t wait to get started! There is never a “perfect” time to launch a business, so do it now!
Bring in the experts! You won’t know everything when you first start, and that’s okay, so get help. Reach out to the lawyers, accountants, social media consultants.
Have a big vision in mind, think about the impact you want to have as a result of your business. Being clear on this vision will help get you through the challenging times and remind you why you are doing this in the first place.
How did you get your idea or concept for the business?
Representation matters and the way in which our culture and media portrays girls, impacts their self-esteem. For that reason, I wanted to make sure that the messages girls received daily were empowering and positive. And that through a creative outlet and something fun like coloring, girls could absorb these empowering messages. There weren’t many coloring books achieving that so I decided to create a coloring book aimed at empowering young girls.
How many employees?
Just me! I did hire a graphic designer to help create the illustrations for the coloring book. She is talented, amazing, and provided me with a lot of feedback. She is now a great friend of mine and I look forward to creating additional coloring books with her.
How do you advertise your business?
I have a website were individuals can learn more about the coloring book and purchase. I also have social media accounts like Instagram, Facebook, and Twitter where I provide updates. I’m also in the process of reaching out to local bookstores and toy stores. As well as looking into Facebook ads.
To what do you attribute your success?
My parents. They came to this country to make sure that my sister and me could have the opportunities and education that they didn’t have. And although it wasn’t easy, they were successful in achieving this for my sister and me. This kind of perseverance and resourcefulness has always ignited my ambitions and go-getter attitude.
What made you choose your current location?
My parents made the choice to move to Arlington when I was a little kid. Since then, I’ve lived in Arlington for over 20 years.
What are your company’s goals for 2017?
The coloring book is currently self-published. My goal is to have a publishing company pick up the coloring book. I also have three ideas for future coloring book. I hope to have published a second book by the end of the year.
What is unique about your business?
The mission of Color with Luna is to empower girls and build the next generation of leaders. There are many organizations and individuals doing this work and my business aims to support them. Sales from the coloring books will be donated to nonprofit organizations to help further their missions. Individuals can also donate coloring books to nonprofit organizations we’ve partnered with so that all girls can have access to the coloring books.
What made you choose this type of business?
I’m passionate about empowering and elevating women and girls. I’m also a creative individual and once I found a way to combine my skills, talents, and passion, the business was born.
If you had one piece of advice to someone just starting out, what would it be?
Find your entrepreneurial tribe! I have an amazing support system from my friends and family. But you’ll need to find a community like Awesome Women Entrepreneurs (AWE) and Business Network International (BNI), which I’m a member of, who understands the challenges that a business owner faces, and support each other. We encourage each other and help grow our businesses, so it’s important to surround yourself with other entrepreneurial mindsets.
When you were a kid what did you want to be when you grew up?
A fashion designer! I created many sketches of gowns and dresses.
What was your first business idea and what did you do with it?
My professional background is in the nonprofit sector. So my first business idea was to launch a consulting business that would help nonprofit leaders and its board members achieve their organization’s mission through coaching and strategic planning. This is still a business idea I plan to launch.
What do you wish you knew before you started your first business?
That I don’t have all of the answers and that it’s OKAY to not know the answers. And not everything has to be perfect.
What did you learn from the worst boss you ever had?
I learned the importance of standing up for yourself and being assertive. As well as listen to your gut and trust your decisions.
What’s your best hiring tip/secret?
The kinds of questions that the person interviewed asks can provide you with a lot of insight.
How do you use social media?
I use social media to connect with friends, learn about current trends, for work, and for fun.
What’s your favorite book?
Year of Yes by Shonda Rhimes
What did you learn from your biggest failure?
That’s it not the end of the world, you can get through this, and since you are able to get through it, you can face anything that is thrown at you.
How do you find inspiration?
From the women and girls around me. In learning about their challenges and their aspirations, simply inspires me. To witness them be their hero of their own story is inspiring.
What was the best piece of advice you ever got? The worst?
Best: No one has it all figured out. Worst: Women shouldn’t travel by themselves.
What’s your productivity secret?
Mapping out goals by the year, month, and week. It allows me to look at the big picture and then break down into chunks. I then look at what I would like to accomplish for that particular month and break down into weekly tasks and priorities.
How do you cope with nerves before public speaking?
Positive affirmations by telling myself “I got this!” I’ll sometimes watch Beyonce’s Formation video. Watching another women in her element and owning her power unapologetically, inspires me to dig deeper, own my power, and push the fear aside.
What’s your favorite quote?
“Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frighten us. Your playing small does not serve this world.”
What is your biggest pet peeve?
When women apologize and say sorry when they don’t have a reason to apologize. For instance, when women ask questions and say “I’m sorry, I have a question…”
What’s your favorite vacation spot?
Anywhere that’s a beach. My partner and I took a beach trip to Los Cabos and fell in love with the place.
What are your favorite restaurants in the DC area & why?
My favorite restaurant is THAI in Arlington. It’s in Shirlington which is my favorite spot in Arlington. Abi Azteca Grill, they have the best pupusas. And Taqueria Distrito Federal, they have amazing tacos!
Alejandra Santaolalla is a nonprofit strategist + women and girls empowerment champion. She is a long-time Arlingtonian and lives in the Columbia Heights area with her partner Jullian.
To learn more about the brand and to order this amazing coloring book, visit www.colorwithluna.com
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