By: Nadine Hernandez

Twenty-one year old Damaris Hernandez is a college student, wife, mother of two and owner of boutique, Rowzei. Hernandez has been married for two years and has had two babies since then. However young, she has endured experiences that has developed her strongest trait: determination. Within the next five years, she expects to find herself in her home with her first grader and kindergartener. She hopes to accomplish her goal of opening her own storefront at a mall and give job opportunities to inexperienced applicants.

Hernandez's boutique sells versatile clothing pieces that can be dressed up or down. She explained how many online shops sell clothing that almost resemble props because they're ideal for Instagram photos, but uncomfortable to wear throughout the day. With that, she makes sure to provide comfortability and the quality that is expected through her pieces that can be just as captivating through the camera lens. Currently, her featured pieces are tops and dresses; as her business continues to grow she will expand her products and add bottoms and accessories to achieve being a one-stop shop.

The name "Rowzei" came about as Hernandez came up with a list of names that started with the letter R, but wanted to associate it with something simple, unique and classy.

Hernandez further explained:

"[...] I remembered Rosé Wine. And, I loved how classy Rosé sounded. So, I was like DONE Rosé. But when I was making the Instagram it just showed up as “Rose,” I thought, 'No, that’s basic.' I loved how Rosé sounded so I played with letters to make it unique. From Roseí, to Rozay, and Rowzai, but nothing grabbed my attention as ROWZEI (Row-Zei)."

Prioritizing her family first, Hernandez has wanted to work from home since the arrival of her first child. She started her business making press-on nails, but as her child gradually napped less often, it became difficult to design nails as each set took about two hours. Hernandez shares an experience of ordering from a well-known online clothing shop and being disappointed at the quality of the products. This experience instilled inspiration for her to start her clothing boutique.

Hernandez returned as a student to Chaffey College and realized her biology major and desire to be a teacher was no longer and took on business instead. She examined the empire that she created and was inspired to make it grow.

Hernandez stated:

"I want to be able to be my own complete boss. I don’t want to go to experts. I want to be my own expert. Of course marketing and all the little extras will need to be looked at by experts, but anything to do with my direct business will go through me. And I’ll be knowledgeable to know how to grow it."

Rowzei is promoted through her personal Instagram account and engaged with followers by creating a PR list. Through this engagement process, followers of other followers will become aware of Rowzei. Eventually, trust is built between Hernandez and her customers because of the consistency and exceptional quality of products.

Hernandez stays updated with the latest trends and styles through social media and also on YouTube, Instagram and Pinterest. She personally selects items that will be sold on Rowzei by visiting vendors in Los Angeles, California. She mentions for someone who is starting a small business to read, "Think and Grow Rich" by Napoleon Hill because it has everything that she would advise.

Hernandez shared her definition of business success as:

"I would define business success to be freedom, money, and happiness. As long as I am able to care for my babies at home, bring enough money to support my family with my income alone, be happy, and make my customers happy, I believe my business is successful."

Small Business: Rowzei