Today we’d like to introduce you to Roma Villavicencio.
Hi Roma, please kick things off for us with an introduction to yourself and your story.
I started La Coronita Hats y Mas as an outlet to find my happiness and purpose outside of my TV news career. In January 2021, I went to lunch with one of my best girlfriend’s, Myra Perez.
She insisted I start my Instagram account for La Coronita because she knew I was itching to start my own business but had so many reservations. For years she saw my passion for wearing hats and always told me I should start my own hat company. By the way, our lunch date also happened to be on the day of my mother’s death anniversary whom my business is named after.
“Coronita” is the Spanish word for little crown. Corona is the maiden name of my late mother who passed away from lung cancer.
When Myra asked me what I was going to name my small business, it made perfect sense to call it “La Coronita” because my mother, Luz Armida used the phrase “Coronitas” as a nickname for me and my cousins (your hats are your little crowns!). The handwriting you see on my logo is her handwriting as well which my brother designed. La Coronita Hats y Mas is more than a hat label and online boutique. It is a form of expression, love, and honor.
I started selling hats to the beautiful people of San Antonio at pop-ups in March 2021 and here we are nearly a year later. I’ve since started my own website, label a growing following of what I call kings and queens. I do believe, “everyone is fit to wear a hat like a crown.”
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
To be honest, the hardest part about growing my business is self-doubt. I’ve been blessed with supportive friends and even strangers who visit pop-ups and end up falling in love with their hats.
Even those who have said to me that they don’t look good in hats. Back to self-doubt, it has been the biggest challenge because as we know, negativity has the power to consume us even when we are thriving.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We are a hat label and online hat boutique that specializes in fine, quality wool and beaver fur hats. Our designs are unique and chic. Each hat is hand-made by one by artisans who put love into every single piece they produce. They are all made in Oaxaca, Mexico. We also work with artisans in Michoacan and Mexico City for our vegan suede line of hats and some incredible accessories from necklaces to phone straps.
Another reason I started La Coronita is because of my own passion for collecting hats. Every month, La Coronita Hats y Mas accepts nominations of people going through chemotherapy to be gifted a Coronita of their own. In 2009, I was diagnosed with stage 1 Dysgerminoma Ovarian Cancer. I underwent surgery for the removal of one ovary, chemotherapy, and lost all my hair. I found wigs to be a huge discomfort and instead, found comfort and security under the brim of a nice straw or wool hat.
My hope is that by getting hats to people going through chemo right now, they too can feel confident and beautiful. I really want my fellow WARRIORS to know they are more than a bald head and all the other physical side effects that come with going through chemo. They are royal and they too are made to wear a hat like it is their crown. Please nominate someone you know by visiting LACORONITA.COM.
Can you tell us more about what you were like growing up?
My mom and dad were born and raised in Mexico. El Grullo, Jalisco (mom) and Mexico City (dad). They were very traditional and strict but despite that, I’ve always been a social butterfly, too outgoing for my own good, and genuinely curious about people. Even though my mother was such a classy and reserved woman, she was actually the most social and loyal friend.
Her heart was where her wealth came from so I think I’ve been blessed with her social skills. Can’t discount my dad, he’s a storyteller and the greatest cook! I would consider myself a caring person because my parents held my manners to a high standard. I saw how they treated people and they expected nothing less from my older brother and me.
I was kind of a tomboy in my pre-teen years and then became very in tune with fashion and music. As a teenager and young adult, I used to collect sneakers… then that changed to hats!
Pricing:
- Hats range from $95.00 to $300.00 and up
Contact Info:
- Email: lacoronitahats@gmail.com
- Website: lacoronita.com
- Instagram: https://www.instagram.com/lacoronita.hats/
- Facebook: https://www.facebook.com/lacoronitahats
Image Credits
Aaron Wright Photography
