Today we’d like to introduce you to Danna Ceron.
Hi Danna, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I was always inspired and drawn to the word “entrepreneurship” at an early age. I would have dreams of one day owning my own business but had no idea what it was going to be or how to even start it. It wasn’t until I was applying for colleges where I knew I wanted to do something in the business filed – my first career choice was accounting but I later realized that I couldn’t sit behind a desk for 12 hours looking at numbers – this is when I found out that The University of Houston had an entrepreneurship program that allowed you to major in entrepreneurship. I went through the application process and I’m happy to say that I was one of the 36 students to be chosen to take part of in this program that is well know – the Princeton review recently named the Wolff Center for entrepreneurship the #1 program in the nation for undergraduates!
Throughout this program, I grew both professionally and personally, I was able to dig deeper into my values, goals, and dreams while learning how to create and run a business. This is truly where it all began. I’ve always had a passion for fashion – as a little girl, my family knew me as the fashionista of the family! During the middle of the program, I had to go back home – I was born in Cali, Colombia – in hopes of getting my USA residency. I moved to Houston, Texas at the age of five and haven’t been to Colombia since I was 5 – 19 years away from home. After visiting my country, I fell in love with how rich Colombia is in talent and craftsmanship; the quality and exclusive designs are truly one of a kind – I even had to buy an extra suitcase from all the clothes I bought in Colombia. When I returned to Houston I would get many compliments on the clothes I brought from Colombia – from here on, I came up with an idea of opening up a boutique selling Colombian clothes here in the US. I took everything that I had learned while being in WCE and came up with a business plan and a name for the brand! My goal was to work on this project for a year, go back to Colombia and revisit with designers and suppliers – my plan was to open an online boutique starting the year of 2021. Little did I know that a pandemic would hit and would cancel all of my travel plans to go back to Colombia and find suppliers. I had recently graduated during a pandemic – with no job due to the economy – this was when I said it’s now or never.
During quarantine, I conducted hours of research, got in contact with local designers, and re-did my business plan. It was during this time where I really focused and started my business. CaliDanna was set to launch in September of 2020 – We partnered with a local designer Nathalia Nieto Anana, to bring exclusive designs to CaliDanna. CaliDanna is a supporter of Colombian entrepreneurs, creators, and designers. Our clothing is 100% manufactured in Colombia, CaliDanna collaborates with local designers in Colombia – with production centers in Barranquilla, Bogota, and Cali. Our social commitment as a brand is to empower the women that want to achieve the greater things in life and make their dreams come true. The production centers are run by Colombian women who are providing for their family as the head of household. We’re always proud to say that our designs are created for women that are the bosses of their own lives.
Our Mission as a brand is to empower women to take on the world and help them make their mark and impact on others with confidence and grandeur. We design clothes the Colombian way and wear them with confidence and style! The name CaliDanna – Cali (is my hometown where I was born in Colombia) Danna (my name) and when you combine both of them it spells out Calidad which translate to “Quality” in english – one of the main things I wanted our clothes to be known for. I’m proud of where I come from and by opening CaliDanna I’m introducing Colombian Fashion to the world (which not many people know and are aware but Colombia fashion is one of the top in the industry) I also wanted to help and provide more jobs in my country – by opening CaliDanna I was able to create jobs in Colombia that has helped especially during the pandemic and support our Colombian Talent. Sadly the world stereotype of due to the past but it’s time to look at the good things that are actually happening in Colombia and all the talent that we bring to the world!
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been all rainbows and butterflies! I opened this business during the middle of a pandemic – not sure if I was going to get to go out and do pop up shops (this is key for brand exposure especially when you’re introducing a new brand that no one has heard of). Another big one was how was I going to sell clothing in a time when people are working from home/not going out and might not be interested in buying clothes. Another challenge – I’m the accounting, marketing, run social medias, creating my own website – all of these things were done by me. Somethings I’m an expert and some I had to take the time to learn and research. Also working a full-time job while running your own business is not easy – had to focus on time management ALOT and keep a healthy work lifestyle in order to not get burned out so quick.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
CaliDanna was created for the joyful, independent, and romantic woman that expresses her passion through clothes and style. We envision her feeling confident while wearing our CaliDanna pieces throughout the special occasion of her life. Our mission as a brand is to empower women to take on the world and help them make their mark and impact on others with confidence and grandeur. We design clothes the Colombian way and wear them with confidence and style! CaliDanna is a supporter of Colombian entrepreneurs, creators, and designers. Our clothing is 100% manufactured in Colombia, in collaboration with local Colombian designers. Our social commitment as a brand is to empower the women that want to achieve the greater things in life and make their dreams come true. The production centers are run by Colombian women who are providing for their family as the head of household. We’re always proud to say that our designs are created for women that are the bosses of their own lives. We designed and curated our pieces to give you confidence to take on the world and help you express your individuality – after all, our pieces are one-of-a-kind, just like you!
What are your plans for the future?
My future plans for CaliDanna is to make a mark in the fashion industry here in the US, to introduce Colombian Fashion and Colombian talent! I plan to become a wholesaler for clothing boutiques here in the US and outside of the US, with a distribution center here in my hometown Houston, Texas! I know that with my perseverance and with the amazing support system I have this will become my full-time job.
Contact Info:
- Email: shopcalidanna@gmail.com
- Website: calidanna.com
- Instagram: @shop.calidanna
- Facebook: @shop.calidanna
Image Credits
Irfan Booya Alex Lee
